Black silhouette of a man sitting on a bench with a dog, against a white background.

Conversion Rate Optimisation on Shopify

Fauna is a beautiful design-led pet brand offering thoughtfully curated products for modern dog owners. As the business is relatively new, there was an opportunity to strengthen the online customer journey, improve conversion and create a more consistent experience across the website, cart and email marketing.

While traffic was reaching the site, key promotional messaging, product recommendations and retention activity were not fully aligned, creating missed opportunities to increase average order value and encourage repeat purchases.

Read More
Dalmatian puppy holding a toy beer bottle in its mouth, surrounded by toy pizza slices, a taco, a bar of soap, a green plush toy, and a dish with duck-shaped toys, with more toys in the background.
Person holding a plush dog toy with a green tennis ball and red rope, facing a real gray dog with a black collar, both appearing to play or interact.

wHAT I DID

  • I carried out a review of the ecommerce customer journey, covering the website, checkout experience, product pages and email marketing flows.

    This included restructuring promotional messaging around the welcome offer, redesigning product recommendation logic to focus on complementary products rather than similar products, optimising the slide cart experience to encourage higher basket values, and refreshing key CRM journeys to better reflect the brand's positioning and customer needs.

    Alongside this, I reviewed onsite merchandising opportunities, collection structures and customer touchpoints to ensure a more cohesive experience from first visit through to purchase.

    After five months working together, I continue to support Fauna on a flexible hourly retainer, providing ongoing ecommerce, CRO and customer journey optimisation support as the business grows.

  • The project established a stronger foundation for conversion and retention by creating a more consistent customer journey across multiple channels. Key opportunities to increase average order value, improve offer visibility and strengthen customer engagement were identified and implemented, providing the business with a clearer framework for future growth.

  • “Freddie has been working with us at Fauna for the past five months on website optimisation, and she's been genuinely excellent.

    She's improved the customer journey end-to-end - quietly fixing the small things that matter and flagging the bigger opportunities we hadn't spotted ourselves. Every week she sends a clear plan of what she's working on and what she thinks we should tackle next. No chasing required.

    She also reviewed our welcome flows entirely unprompted - just because she could see they needed it. That tells you a lot.

    She's effectively a one-woman digital agency - she also offers paid media consultancy, though we haven't worked with her on that yet. I'd give her a warm recommendation to anyone looking for someone smart, self-sufficient and commercially switched-on.”

Get Started

“She's effectively a one-woman digital agency. I'd give her a warm recommendation to anyone looking for someone smart, self-sufficient, and commercially switched-on.”

- Laurian, Founder
Woman sitting on the floor holding a disco ball against a plain white background.

More Case Studies

  • A small dog sitting on a disco ball with the word "Fauna" written below.

    Fauna London

    I have been working closely with founder Laurian over the last five months, mainly focusing on improving conversion on the beautiful Fauna London Shopify store.

    READ MORE
  • A hand holding a gray jewelry box with a diamond ring inside. The box has the words "PLUM DIAMONDS" on the inside.

    Plum Diamonds

    I have worked with Plum Diamonds since October 2025 providing ongoing support across CRO, reporting, customer experience and digital growth.

    READ MORE
  • Modern kitchen with black and white cabinets, wooden beams, skylights, and black pendant lights.

    Parker Oak

    A client since December 2025, I support Parker Oak with local marketing to drive enquiries and secure new business through their website and Google presence.

    READ MORE