Results
The challenge
Broad catalogues punish weak navigation. A visitor who wants one specific item will not scroll through five unrelated categories to find it.
- Collections were organised by how stock arrived, not by how people shop.
- On-site search returned poor matches, so buyers gave up rather than browse.
- Product pages varied in quality — some had full detail, others almost none.
- Mobile pages loaded slowly because of oversized product imagery.
Our approach
We rebuilt the catalogue architecture around shopper intent — clear parent categories, sensible sub-collections, and filters that match how someone actually narrows a fashion choice: size, colour, price, occasion.
Product pages were standardised into one template so every item carries the same baseline: real images, sizing help, material detail, delivery expectation and reviews. Consistency itself lifts conversion, because buyers stop hitting pages that feel unfinished.
Then we made the basket work harder — genuine cross-sells ("goes with this"), a free-shipping progress cue, and a cart that encourages adding one more relevant item rather than nagging.
What we built
Rebuilt collections
Parent and sub-collections organised by shopper intent instead of stock arrival.
Fashion-aware filters
Size, colour, price and occasion filters that genuinely narrow the choice.
Standard PDP template
One consistent product page with sizing, material, delivery and reviews.
Basket-building cart
Relevant cross-sells and a free-shipping progress cue to raise order value.
Speed work
Image pipeline and script control for a much faster mobile experience.
Technical SEO
Collection metadata, product schema and internal linking across the catalogue.
The outcome
Average order value rose about 34%, mostly because relevant cross-sells replaced random "related products".
Search-to-product conversion improved roughly 22%, and mobile load time dropped by nearly two seconds — which matters most on a catalogue this size.
“The catalogue did not change. The way people move through it did, and that made the difference.”
Waysho — founderResults shown are specific to this project and were reported by or measured with the client. They are illustrative of the work involved and are not a guarantee of similar outcomes — results depend on your products, pricing, traffic and market.