Turning TikTok attention into Shopify orders
A growing hijab brand had attention on TikTok but a store that wasn't built for the visitors that attention sent. We rebuilt the path from video to checkout.
- Client
- Confidential
- Sector
- Modest fashion
- Market
- United Kingdom
- Platform
- Shopify and TikTok
The commercial challenge
Short form videos were getting people to tap through, but they landed on product pages written for someone who already knew the brand. Fabrics, colours and styling were shown in the videos and then left out of the page, so visitors had to work out for themselves whether the product matched what they'd just watched.
Where things started
An established Shopify store with real products, fulfilment and an engaged social audience. What was missing was the connection between the content that earned the click and the page that had to close the sale.
Our approach
- 1
Start from the video, not the homepage
Most of these visitors never saw the homepage. We treated each product page as the first page of the site and asked one question: does it answer what the video made someone curious about?
- 2
Show the fabric the way the video did
In fashion, the product is the drape, the colour and how it looks worn. We moved those details to the top of the page and wrote them in plain language, instead of leaving them in a long description.
- 3
Design for one thumb
Almost every visit came from a phone. Variant choice, price, delivery information and the add to bag button were arranged to work in a single screen, without hunting.
What changed
The store now picks up the story the content starts. Product pages explain what a viewer saw in the video, and the mobile journey from tap to checkout has fewer places to stall. Specific sales figures are confidential to the client.
We only publish figures we can support with data and the client's permission.