Optimising Frahm’s CX for a Seamless Pre-Order Model

Frahm, a small family-run business in Somerset, making extraordinary jackets for men approached WIRO to improve their online presence and drive sales. Frahm worked with us on on a 10-month retainer to build up cashflow from the ROI of tweaks and changes to their existing store at the time, before committing to a full-scale rebuild. We conducted an in-depth analysis to improve site structure, messaging and positioning and the user journey with an aim to increase overall conversion.

The following challenges were encountered:

Technical issues

• Poorly written code from various agencies and freelancers led to severe technical debt.
• Site performance was slow, limiting scalability and creating a frustrating user experience.
• The checkout process had unnecessary friction, reducing conversion rates.

Customer Experience (CX) Issues

• Customers found the pre-order messaging unclear, leading to confusion about delivery times and abandoned carts.
• Product categorisation was inconsistent, making it difficult for customers to find items efficiently.
• Navigation and filtering were inconsistent, making product discovery difficult.
• The overall brand presentation was weak, failing to convey Frahm’s premium positioning.
• Excessive and unfocused text on product pages.

WIRO adopted a two-phased approach:

Phase 1: Strategic Optimisations (First 10 Months)

Before committing to a full rebuild, WIRO worked on incremental, high-impact changes to generate ROI and increase cash flow.

1. Technical Refinements:

• Cleaned up legacy code and technical debt to improve performance.
• Implemented UX enhancements to reduce friction in key areas.
• Focused on SEO improvements to build long-term organic traffic.

2. Pre-Order Optimisation:

• Streamlined messaging across product pages, cart, and checkout to ensure clarity on estimated delivery timelines.‍

3. Navigation & Product Categorisation:

• Conducted user behaviour analysis to redefine product categories based on customer needs.
• Implemented improved filtering for easier product discovery.

Phase 2: Full Rebuild (After ROI Growth)

‍With cash flow increasing, Frahm committed to a full technical and design rebuild, ensuring a future-proof Shopify store.

1. Technical Overhaul

• Built a scalable, high-performance site using Tailwind CSS for best-in-class speed and efficiency.
• Implemented a robust pre-order model, optimised for customer confidence and operational efficiency.
• Created fully customisable sections, giving Frahm complete flexibility in managing their store.

2. ‍CX & Brand Evolution

• Introduced sophisticated, modern visuals to match Frahm’s premium positioning.
• Reimagined product pages, ensuring the right balance of storytelling and conversion-focused content.
• Removed redundant steps and introduced autofill options to reduce friction.‍

3. ‍A/B Testing & Iteration:

• Tested variations of pre-order messaging and layouts to identify the most effective approach.
• Used heatmaps and analytics to refine category structures and navigation based on real user behaviour.

Like any significant website overhaul, it took 45 days for users to adjust post-launch, especially as Frahm paused paid ads and SEO efforts during this transition. However, once normal marketing resumed, results were drastic:

• 61% increase in revenue growth post-launch.
• 80% increase in total sales
• Improved UX and pre-order transparency led to more high-value which increased AOV  by 20%.
• Enhanced categorisation and filtering reduced friction in the shopping journey.
• A more sophisticated design and brand storytelling reinforced Frahm’s premium positioning.