Case study · Conversion rate optimization

Blue Ruby: conversion rate up 34%.

A full Shopify build for a Vancouver jewelry boutique carrying more than 30 independent designers.

+34%Conversion rate

Screenshot of Blue Ruby – Designed and developed by 100xRetention.

Client: Blue Ruby
Lever: Conversion rate optimization
Services: Shopify build, CRO, catalog architecture
Platform: Shopify
Result: +34% Conversion rate

01 · The challenge

Thirty designers, one boutique feel.

Blue Ruby curates more than 30 independent jewelry designers. Each has its own voice, and each customer arrives for a different reason.

Some shop by designer, some by material, some for a gift they need this week. The store had to serve all three without flattening the boutique into a catalog.

02 · What we did

Three ways in, one store.

Built for the long browse and the quick gift alike.

UX
Designer pages
Every independent designer got an editorial home of their own, not a filtered grid.
CRO
Material filters
Gold, silver and solid gold became first-class navigation, alongside the category paths.
AOV
Gift collections
Wedding and Mother's Day edits with their own merchandising, plus a free shipping threshold and gift receipts in the cart.

03 · Results

What it was worth, measured against a baseline.

Site-wide conversion rate

+34%After the rebuild.

Average order value+22%
Mobile revenue+51%
Cart abandonment−18%

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+49% sales in 4 months

“After 4 months, we've got a 49% increase in our sales. I'd never go back to not working with 100xRetention. Our Klaviyo metrics were at their highest ever.”