Case Study 3, Ongoing
~3x Sessions and 2x+ Orders: Rescuing a Fragrance Brand's Shopify Migration
Usman Baig Fragrance, Shopify Migration, SEO and Meta Ads
The Problem
A premium fragrance brand (attars, oud, bakhoor and eau de parfums) was moving from a slow WordPress store to Shopify. Right after the move, organic traffic began to slide: redirects were incomplete or misdirected, a store handle issue was breaking canonical paths, and a high-intent attar product resolved to the wrong page. Meta Ads were optimised for message conversations, so spend couldn't be tied to sales, and there was no retargeting for past customers or engaged non-buyers.
The Strategy
- 01Took over the Shopify migration, audited what had carried across, and rebuilt the full WordPress-to-Shopify URL map, sending every legacy URL with ranking value to its correct page instead of the homepage
- 02Corrected the broken and misdirected redirects and fixed canonical paths at the store handle level
- 03Cleaned up indexation, canonicals and sitemap coverage, then rewrote titles and meta descriptions around how buyers actually search for attar, oud and bakhoor, with stronger collection and product page content
- 04Rebuilt Meta Ads around purchases: purchase-optimised campaigns tracked through the Meta Pixel and Conversions API, a retargeting layer for past customers and engaged non-buyers, cold prospecting, and a brand awareness tier on top
- 05Fixed audience overlap and frequency problems that were wearing out warm audiences, with ongoing Search Console monitoring to catch new issues within days
The Results
Key Takeaway
A migration is exactly where stores tend to lose organic traffic. Mapping every valuable URL and fixing redirects stopped the slide, listings rewritten around real buyer searches more than doubled click-through rate, and pointing Meta Ads at purchases instead of chats meant ad spend could finally be tied to sales.