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Fate, Betty & Sass

Streamlining Betty Basics, Sass & Fate & Becker's eCommerce Experience
 

Brief: To design and develop three modern eCommerce websites with a unified code base for consistent user experience, ease of updates, and seamless management. Additionally, to enhance email marketing automation, optimize SEO, migrate reviews to Yotpo, and provide ongoing marketing support.

 

Betty Basics, Sass, and Fate & Becker are leading women’s fashion brands, each with its unique style but operated under the same ownership. With a strong presence in the Australian fashion market, their online stores play a crucial role in connecting with customers and driving sales. Given the multi-brand structure, maintaining consistency and ease of management across all three websites was essential.

The Challenge

  1. Inconsistent Website Management

    • Each brand had its own separate website, making updates time-consuming and difficult to maintain.

    • Inconsistent branding and functionality across the sites created an uneven user experience.

  2. Marketing & Automation Gaps

    • Klaviyo email flows were not fully optimized to align with each brand’s visual identity and marketing goals.

    • Advertising efforts on Google and Meta needed better integration with website performance for maximum ROI.

  3. SEO Performance

    • The previous sites lacked proper technical SEO optimizations, impacting organic search rankings.

  4. Reviews Migration

    • The brands' existing reviews provider was not meeting their needs, requiring a migration to a more robust platform.

Approach

1. Unified Code Base for Seamless Management

To streamline management and ensure a consistent user experience, we developed all three sites using a singular Shopify code base. This approach:

  • Simplified future updates across all brands.

  • Ensured a cohesive shopping experience while allowing for individual brand customizations.

2. Klaviyo Email Marketing Overhaul

  • Revamped all Klaviyo flows to ensure they were visually aligned with the new website designs.

  • Enhanced automation and segmentation to improve customer engagement and conversions.

3. Ongoing Marketing & Technical Support

  • Provided strategic consultation on Google Ads, Meta Ads, and broader digital marketing efforts.

  • Offered continuous technical support to ensure smooth site operations and campaign performance.

4. SEO Optimization for Higher Rankings

  • Conducted a thorough technical SEO audit and implemented best practices.

  • Optimized site structure, metadata, and keyword targeting to boost organic traffic.

5. Reviews Migration to Yotpo

  • Migrated all three sites from their previous reviews provider to Yotpo for a more robust and feature-rich review system.

  • Ensured seamless data transfer while maintaining customer reviews and ratings.

We worked with Marshall on the design, development and deployment of our 3 websites. He was a pleasure to deal with throughout the entire process, ensuring our websites had increased conversion, followed best practices, looked fantastic, offered a great UX and were delivered on time. His knowledge in this space is second to none, and the entire process was a breeze. I would recommend that anyone looking to refresh their online presence gives him a call – you will not be disappointed!

 

Erin Campbell - eCommerce Manager

The Results

  • Streamlined Management: The unified code base allowed the client to manage all three websites efficiently with minimal effort.

  • Enhanced Email Performance: The updated Klaviyo flows improved customer engagement and revenue from email campaigns.

  • Stronger Marketing Strategy: Ongoing support in paid advertising and SEO led to increased visibility and higher conversions.

  • Improved SEO Rankings: Organic traffic improved due to optimized site architecture and keyword targeting.

  • Better Review Management: The migration to Yotpo provided a more effective and scalable review system, improving customer feedback visibility.

Websites

Conclusion

By leveraging Shopify’s capabilities and a unified code base, we transformed Betty Basics, Sass, and Fate & Becker’s online presence into a scalable, user-friendly, and high-performing eCommerce ecosystem. With ongoing marketing support, technical expertise, enhanced automation, and an improved

Platform: Shopify

Time for build & Design: 6 weeks for 3 sites

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