TOG Knives’ Migration from WooCommerce to Shopify

Development
CX Design
CRO
Growth
Overview

TOG Knives, a British-Japanese brand renowned for its handcrafted kitchen knives, sought a more flexible and conversion-driven eCommerce platform. While their previous WooCommerce store prioritised aesthetics, it lacked an optimised purchase journey, resulting in friction for customers trying to find and buy products. WIRO was engaged to migrate their store to Shopify and implement design improvements focused on optimising the purchase journey.

Client Objectives & Growth Goals

TOG Knives' primary objectives were:

  • Migrate from WooCommerce to Shopify for better store management and flexibility.
  • Improve navigation and user experience to enhance conversions.
  • Retain the brand’s strong visual identity while optimising the purchase journey.
Challenges

TOG Knives encountered several obstacles such as:

  • The previous WooCommerce store prioritised visual aesthetics and not purchase journey, leading to navigation issues.
  • Users struggled to find products easily, negatively impacting conversions.
  • A lack of strategic purchase pathways meant customers were not guided effectively towards completing transactions.
WIRO's Approach & Process

WIRO recommended and executed a migration to the Shopify platform, offering greater flexibility and ease of use for TOG Knives' team. The design process focused on:

  • WooCommerce to Shopify Migration: Transitioned TOG Knives to Shopify, leveraging its superior eCommerce capabilities for a more flexible and manageable platform.
  • Custom UX & Navigation Design: Focused on intuitive navigation, ensuring users could seamlessly explore products and find what they needed.
  • Best-in-Class CX Principles: Implemented industry-leading customer experience strategies to streamline the purchase journey, reducing friction and increasing the likelihood of conversions.
  • Performance Enhancements: Optimised store speed and responsiveness to ensure a smooth shopping experience.
Results Achieved
  • A more structured and conversion-focused online store.
  • Improved product discoverability, making it easier for users to browse and purchase.
  • Enhanced user experience that aligns with best eCommerce practices, driving higher engagement.
  • A scalable, Shopify-powered store ready for future growth.
Increase in AOV
Increase in LTV
Increase in conversion

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