Vikingshopsuple

THE CHALLENGE

Vikingshopsuple.co.uk is a UK-based e-commerce store selling supplements. The team approached AMW Media needing a complete website overhaul. The existing site, built on WooCommerce, was uninspiring and lacked what the team calls the "WOW factor." It was too basic, unengaging, and had no emotional appeal.

The website had too much empty space, no clear content hierarchy, weak calls to action and a complete lack of trust-building elements. On mobile, the site did not scale properly, frustrating users and killing conversions. The purchasing journey was clunky with unnecessary steps, and product pages lacked structure, quality images and detailed descriptions. Customer acquisition costs were rising while conversion rates declined, and there was no CRM system or process automation in place.

OUR SOLUTION

AMW Media executed a multi-faceted transformation beginning with migrating the e-commerce platform from WooCommerce to Shopify, which optimised product management and improved customer service tools. The store was fully integrated with a CRM, enabling automation of customer service processes and personalised communication.

The website received a complete redesign with a dynamic, modern look that maintained brand colours while introducing contemporary graphic elements. The purchasing journey was simplified by eliminating unnecessary steps. Product pages were enhanced with clear structure, high-quality images, customer reviews, detailed descriptions and transparent purchase details. Cross-selling and up-selling features were implemented, along with curated supplement bundles — weight loss packages, muscle gain packs and starter kits.

Conversion optimisation included trust badges displaying secure payment methods and certifications, strategically placed customer reviews, carefully designed CTAs at every stage of the purchasing journey, and FAQ functionality to address customer uncertainties. The store was integrated with AMW Media Platform for marketing automation — automatic SMS campaigns and newsletters, customer segmentation with personalised offers, a 24/7 AI chatbot for real-time support, and comprehensive contact management tracking all customer interactions.

THE PROCESS

We kicked off with a thorough audit of the existing WooCommerce store, analysing user behaviour data, drop-off points in the purchase funnel, and the competitive landscape in the UK supplements market. The findings confirmed what the team suspected: the site lacked visual impact, the mobile experience was broken, and the purchasing journey had unnecessary friction at every stage.

The strategy phase defined clear priorities: migrate to Shopify for improved product management, integrate a CRM for automated customer communications, and redesign the entire front-end with a focus on conversion optimisation. We mapped out the ideal customer journey from landing page through to checkout, identifying where trust badges, reviews, and CTAs needed to sit.

Creative development preserved the existing brand colours while introducing contemporary graphic elements that delivered the "WOW factor" the team wanted. Product pages were completely restructured with clear hierarchies, high-quality imagery, detailed descriptions, and transparent purchase information. We designed curated supplement bundles — weight loss packages, muscle gain packs, and starter kits — to increase average order value through cross-selling and up-selling.

The build phase executed the full migration from WooCommerce to Shopify, integrated the AMW Platform CRM for marketing automation, and deployed a 24/7 AI chatbot for real-time customer support. Automated SMS campaigns, newsletters, and customer segmentation with personalised offers were all configured and tested.

Before launch, we ran comprehensive conversion testing across all devices, verified every payment gateway, and trained the team on Shopify product management, CRM workflows, and analytics dashboards.

THE RESULTS

Following implementation, Vikingshopsuple.co.uk underwent a remarkable transformation. Optimised purchasing paths, improved navigation and enhanced product pages led to a significant increase in conversions. After full mobile optimisation, mobile purchases increased by 48 percent, with the site now scaling perfectly across all devices.

The introduction of a subscription model and CRM automation resulted in returning customers generating 20 percent higher purchase value. User-generated content, customer reviews and dynamic multimedia content increased trust and interaction with products, leading to larger shopping baskets. Automating order management and CRM processes enhanced operational efficiency, freeing the team from time-consuming manual tasks. The new website structure, optimised content and improved technical SEO increased organic traffic by 25 percent within the first three months.

WHAT WE LEARNED

The Vikingshopsuple project taught us that platform migration without a UX overhaul is a wasted opportunity. Simply moving products from one platform to another would have reproduced the same problems in a new environment. The real value came from rethinking the entire user journey — category structure, product discovery, checkout flow — during the migration window.

We also learned that mobile-first isn't a nice-to-have for e-commerce; it's survival. Over 70% of Vikingshopsuple's traffic came from mobile devices, but the old site was desktop-designed and barely functional on phones. Prioritising mobile experience during the rebuild led to an immediate uplift in conversion rates that far exceeded our projections.

For any e-commerce business considering a platform move: treat it as a complete rebuild, not a migration. Audit your analytics first, understand where customers drop off, and fix those problems in the new build. And if your mobile conversion rate is significantly lower than desktop, that's not a mobile problem — it's a design problem that's costing you money every single day.

Kamil Gorski

Vikingshopsuple

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