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Roller Rabbit: Shopify Replatforming and CRO Optimization for a High-Volume Lifestyle Catalog
Shopify replatforming, CRO audit and optimization, search and checkout improvements, merchandising acceleration, and platform cost reduction for a US lifestyle brand with a large product catalog
Project Summary
Roller Rabbit partnered with Elogic Commerce to replatform its ecommerce business to Shopify while improving the customer journey and conversion performance across a large catalog spanning apparel, kids, accessories, and home.
The project went beyond moving the storefront to a new platform. Elogic ran a CRO audit to identify friction across product discovery, search, product pages, checkout, and mobile, then used those findings to guide the UX and conversion work delivered alongside the replatforming. The new storefront also changed how the business managed merchandising and campaign launches, and brought a larger share of phone and email orders into Shopify Admin.
Key Outcomes
+15%
increase in units per order
12%
search-to-purchase rate
24%
checkout completion rate
+11%
overall conversion rate
+15%
mobile conversion rate
Up to +40%
faster launch of new collection and campaign pages
~ -30%
reduction in platform running costs
About the Client
Roller Rabbit is a US lifestyle brand known for colorful, playful designs across clothing, children’s products, accessories, bedding, and home furnishings. Its broad catalog means the ecommerce experience has to support more than straightforward browsing. Customers need to discover products efficiently across categories, while the internal team needs to keep collections, campaigns, and orders moving quickly.
The brand’s sales process also includes orders placed by phone and email, making the relationship between the storefront and Shopify Admin matter beyond the standard checkout flow.
Project Complexity
Apparel, kids, accessories, and home created a broad discovery challenge with multiple shopping paths and merchandising requirements.
The goal wasn’t to move the existing store to Shopify as-is. The customer journey had to be audited and improved as part of the same project.
Search, product discovery, checkout, mobile, and overall conversion all needed improvement rather than relying on a single headline KPI.
The merchandising team needed faster campaign launches, and phone and email orders needed better handling inside Shopify Admin.
The replatforming also had to lower the ongoing cost of running the platform.
Business Challenge
Roller Rabbit needed a more sustainable platform, but a migration alone wouldn’t address the commercial friction built up across the customer journey, from discovery and search through checkout and mobile conversion, or the merchandising team’s need to launch collections and campaigns faster.
That made this a combined replatforming and CRO initiative, with Shopify providing the new commerce foundation and the CRO audit identifying where the customer journey needed improvement.
Elogic Commerce's Solution
Shopify Replatforming
Elogic Commerce moved Roller Rabbit’s storefront from Magento to Shopify, rebuilding the customer-facing experience around the new platform rather than performing a like-for-like migration.
CRO Audit and Customer Journey Analysis
Elogic Commerce reviewed the storefront through a conversion lens, identifying friction across discovery, search, product pages, checkout, and mobile. The findings shaped the redesign and optimization work.
Storefront UX Optimization
Elogic Commerce redesigned around clearer navigation, discovery, and merchandising, giving shoppers a more direct path from browsing to buying.
Search and Checkout Optimization
Product search was improved to help shoppers find relevant products faster, reaching a 12% search-to-purchase rate. Checkout completion reached 24% following the checkout optimization work.
Mobile and Overall Conversion Optimization
Mobile shopping journeys were analyzed and optimized as part of the CRO work. Mobile conversion increased 15%, alongside an 11% increase in overall conversion.
Merchandising and Campaign Launch Improvements
The new storefront and Shopify operating model shortened the time needed to launch new collections and campaign pages by up to 40%.
Order Management in Shopify Admin
A larger share of phone and email orders moved into Shopify Admin, bringing assisted-order workflows into the same commerce environment as online orders.
Basket and Platform Cost Optimization
The journey and merchandising experience were optimized to support stronger basket building, with units per order increasing 15%. Separately, the replatforming reduced ongoing platform running costs by approximately 30%.
Results & Business Impact
Units per Order
Units per order increased 15% following the replatforming and CRO work.
Search-to-Purchase
Search users converted to purchase at a 12% rate, giving Roller Rabbit a measurable benchmark for discovery effectiveness.
Checkout Completion
Checkout completion reached 24% following the checkout optimization work.
Conversion
Overall conversion increased 11% and mobile conversion increased 15% following the replatforming and CRO improvements.
Merchandising Velocity
New collection and campaign pages could be launched up to 40% faster, giving the team more speed to market for seasonal and promotional activity.
Assisted Orders
A greater share of phone and email orders moved into Shopify Admin, bringing assisted sales closer to the core ecommerce operation.
Platform Economics
Platform running costs decreased by approximately 30% compared with the previous setup.
Capabilities Demonstrated
01
Magento-to-Shopify replatforming for large, multi-category catalogs
02
CRO audit and conversion optimization
03
Shopify storefront UX optimization
04
Product discovery, search, and checkout optimization
05
Mobile conversion optimization
06
Merchandising and campaign-page velocity improvements
07
Shopify Admin order management, including assisted phone/email orders
08
Ecommerce platform cost optimization
When This Solution Is a Good Fit
A Shopify replatforming creates more value when the migration addresses the customer experience at the same time, not after. Simply reproducing the existing storefront on new infrastructure can carry existing conversion friction into the new architecture. A CRO audit identifies those issues during the rebuild, allowing improvements across search, navigation, discovery, mobile, and checkout to become part of the replatforming rather than a separate optimization phase.
Planning a Magento-to-Shopify Replatforming?
Elogic Commerce helps established businesses combine Shopify replatforming with CRO, UX, search, and checkout improvements, using the platform change to improve conversion, merchandising velocity, and platform economics, not just replace the underlying technology.