Yellow Shoes Case Study | Digital Shepherds

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Case Study

117% E-Commerce Sales Increase

How we grew e-commerce for a century-old retailer without cannibalizing their 100+ retail stores.

Yellow Shoes

Fashion Footwear Retail

117%

Sales Increase

53%

Conversion Rate Lift

23%

Bounce Rate Decrease

12K

Emails Collected

The Challenge

A Retail Giant, Digital Laggard

Yellow Shoes had over 100 retail stores and a century of brand equity. Their retail sales were booming. Their e-commerce? Flat.

They needed to go omnichannel without disrupting what was already working. Grow online without cannibalizing in-store.

Lagging E-Commerce — Retail sales climbing while online sales stayed flat
Clunky UX — Navigation too deep, CTAs inconsistent, product discovery unclear
No Lifecycle Automation — Limited attribution visibility, rigid Shopify theme, no retention flows

The Solution

Full Digital Overhaul

We rebuilt their digital experience from analytics to automation. Data-driven decisions at every step.

Analytics Review

Dug into bounce rates, exit points, and mobile drop-offs. Found high abandonment on product pages and collection navigation.

UX Assessment

Mapped user behavior through GA4, Hotjar, and scroll depth analysis. Identified unclear navigation and inconsistent CTAs.

Product Ranking Algorithm

Built a custom algorithm to surface the right products. Scored by views, units sold, inventory, and seasonality. Updated weekly, with manual boosts for strategic pushes.

Funnel Build & Automation

Launched behavior-triggered flows: welcome, cart abandon, browse abandon, post-purchase, and reactivation.

Creative Testing & Optimization

Tested hooks, messaging, and layouts across Meta, email, and landing pages. Built dashboards for real-time optimization.

The Work

Data-Driven Design Decisions

Results

Sales Performance

117% increase in online sales

Results

Conversion Rate

53% lift in conversion rate

Website

Redesigned E-Commerce Experience

Simplified navigation, clear CTAs, improved product discovery

Algorithm

Product Ranking System

Scoring by views, sales, inventory, and seasonality

Analysis

Heatmap & Click Analysis

Identified engagement gaps and content opportunities

Research

Customer Journey Mapping

Cross-referenced with Google's industry journey data

The Results

E-Commerce Finally Caught Up

117%

Online Sales Increase

More than doubled e-commerce revenue without hurting retail performance.

53%

Conversion Rate Lift

UX improvements turned browsers into buyers at a much higher rate.

23%

Bounce Rate Decrease

Users stayed longer, explored more, and actually found what they wanted.

12K