Client Showcase

Nice & Naughty ecommerce support, content and store experience refresh

A strategic Shopify support partnership focused on clearer customer journeys, stronger trust-building copy, improved location pages, content support and a more conversion-minded ecommerce experience.

Shopify support Store pages Content strategy Customer journey Campaign support

+14% Orders improved

+125% Returning customer rate lifted

+14% Average order value increased

+10% Gross sales growth tracked

The Brief

Support a large ecommerce brand without losing the warmth of the in-store experience.

Nice & Naughty needed practical, ongoing Shopify support that could improve the customer experience, support store growth, strengthen trust and help the site work harder as both an ecommerce store and a local retail destination.

Make the site easier to shop

Improve page structure, calls to action, navigation cues and content flow so customers can move from interest to action with less friction.

Build confidence

Use clear, judgement-free copy to make adult retail feel approachable, discreet, inclusive and helpful.

Support local stores

Create stronger location pages that help customers find stores, understand the experience and feel comfortable visiting.

Keep momentum going

Provide ongoing ecommerce support for updates, troubleshooting, campaign ideas and customer journey improvements.

What We Worked On

A mix of strategic Shopify support, content improvement and customer experience design.

Website experience

Homepage strategy and sales-driven content direction
Trust-building copy and clearer customer reassurance
Improved page sections for easier scanning

Store and location pages

Location page structure for local store discovery
Store-specific landing page content
Clearer visit information, links and calls to action

Content and retention

Blog and product education support
Email and customer journey ideas
Campaign concepts for ecommerce and retail moments

Before And After

From functional pages to a more polished, guided customer experience.

The goal was not to make the brand feel unfamiliar. It was to make the existing brand easier to trust, easier to browse and easier to buy from.

Homepage Before Less guided shopping flow

Nice and Naughty homepage before improvements

Homepage After Clearer ecommerce presentation

Nice and Naughty homepage after improvements

About Page Before Basic brand introduction

Nice and Naughty about page before improvements

About Page After Warmer, more confident brand story

Nice and Naughty about page after improvements

Website Improvements

Built to make the site feel more supportive, more shoppable and more intentional.

The website work focused on improving the content architecture and merchandising feel of key pages. For a sensitive category, copy and structure matter. Customers need clear pathways, reassurance and discreet confidence at every step.

Sharper page hierarchy

Sections were planned around what customers need to know first, what helps them trust the brand and what encourages the next click.

Stronger calls to action

Buttons and page prompts were written to feel clear, natural and helpful without pushing the brand into a hard-sell tone.

Better reassurance

Discreet packaging, friendly support, judgement-free shopping and in-store comfort were brought forward as confidence builders.

Ongoing Shopify support

Updates, troubleshooting and new content sections were handled with practical ecommerce goals in mind.

Store Pages

Location pages that do more than list an address.

For a retail brand with physical stores, location pages need to reduce hesitation. We positioned each store page as a welcoming local landing page with practical visit details, supportive copy and clearer paths to browse or visit.

Locations Before Simple location information

Nice and Naughty locations page before improvements

Locations After Clearer store discovery experience

Nice and Naughty locations page after improvements

Local confidence

Copy was shaped to make in-store visits feel approachable, comfortable and judgement-free.

Practical details

Store pages were structured around useful details such as hours, location cues, contact information and visit expectations.

Better navigation

Location links and page prompts were improved so customers can find the right store faster.

Content Support

Educational content that helps customers feel informed instead of overwhelmed.

Adult ecommerce content needs to balance SEO, customer education and brand safety. Blog and guide-style content was shaped to answer real shopping questions, support product discovery and build confidence before purchase.

Blog support

Helpful educational topics were developed to support discovery, customer confidence and product understanding.

Product education

Content direction focused on guiding customers through categories, use cases and decision-making without making the experience feel clinical.

Trust-building copy

Brand language was written to be inclusive, discreet, knowledgeable and warm.

Campaign ideas

Seasonal, retail and ecommerce moments were translated into content opportunities for the site and social channels.

Customer Journey

Retention and customer touchpoints were treated as part of the full shopping experience.

Beyond individual pages, the work looked at how customers move through the brand: discovering products, learning what suits them, receiving reassurance, returning after purchase and engaging with future campaigns.

Email journey thinking

Customer journey ideas included welcome touchpoints, post-purchase support, browse recovery and return customer prompts.

Repeat customer focus

Retention was supported through clearer messaging, stronger trust cues and ongoing campaign ideas.

Campaign support

Promotion ideas were shaped to connect ecommerce offers, seasonal collections, retail store activity and brand personality.

Maintenance support

Those Ecomm Chicks acted as a practical ecommerce partner for updates, fixes and content execution.

Transformation Summary

A stronger digital presence with clearer paths to shop, visit and return.

The result is a more confident ecommerce experience that better reflects the brand’s in-store personality while giving customers more reasons to browse, trust and come back.

+14% Orders improved during the tracked period

+125% Returning customer rate increased

+14% Average order value improved