Amore di Mamma: from about 2.4% to 3.3% conversion

The starting point

This business sells personalised gifts for babies and their mums. It started in Slovenia as Mamina Ljubezen, on an older site builder.

Organic customers were buying well, at about 2.4%. Ads were the problem: their conversion kept dropping, and the site looked outdated.

What I changed

One market at a time. I moved Mamina Ljubezen to Shopify first and kept the name, because its existing customers knew it. Then I built Croatia and Poland under a new brand, Amore di Mamma.

The first screen. This was the main job. Someone arriving from an ad doesn’t know the brand yet, so that screen has to do more work.

Navigation and scanning. The menu now leads with what people come for: gift sets, products and personalised products. Pages are easier to skim.

Product images and SEO. I reworked the product imagery and the SEO of the product pages.

The offer. We introduced a stronger offer. Gift packaging in particular raised average order value.

The result

Conversion now averages 3.3% year to date, with ads running. Before, it was about 2.4% on organic traffic. Paid visitors usually convert below organic ones, so this is the harder comparison.

Revenue also grew significantly. The figures are the owner’s to share, so I’m leaving them out.

What else changed

The new offer arrived in the same period, so the store doesn’t get all the credit. Some of the growth also comes from having two new markets.

What you can take from it

Falling ad conversion isn’t always an ad problem. When organic customers buy and paid visitors don’t, look at the store before you change the ads.