Case Study /
Bay's Kitchen
Project Overview
Before & After
Customer Feedback
— Imogen Brady / Bays KitchenSales & Marketing Executive
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Case Study /
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Optimising for Growth with a Subscription-First Approach
Bay’s Kitchen, a leading brand in low FODMAP and gut-friendly foods, needed a Shopify upgrade to enhance performance, usability, and scalability. With a strong focus on increasing Subscribe & Save purchases, I worked on a theme upgrade that prioritised a subscription-first approach, driving substantial growth of +119% within the first five months.
To maximise conversions, I implemented conversion rate optimisation (CRO) strategies, including refined category merchandising, improved product discovery, and a more seamless customer journey. A data-driven SEO strategy helped boost organic visibility, while ongoing competitor analysis provided valuable insights to keep the brand ahead in the market.
Alongside website support and maintenance, I focused on improving systems and processes, ensuring smooth operations and better performance tracking. In-depth reporting allowed for continuous optimisation, helping Bay’s Kitchen scale its subscription model while maintaining a frictionless shopping experience.
SEO & Site Performance Dashboard
My interactive Looker Studio report brings all your GA4 & Search Console insights into one report - built specifically for Shopify businesses.
Tag & Track
My Shopify Tag & Track Toolkit tags orders by customer stage and pricing type, with ShopifyQL reports showing trends like AOV by order stage, sale orders by region, and more.
Free Marketing Calendar Template
A smarter and execute with ease using my Free all-in-one Marketing Calendar Template - the go-to tool for tracking emails, social posts, paid campaigns, website updates, merchandising plans, and more.
Skio
A subscription platform that simplifies recurring orders, reduces churn, and boosts retention with passwordless checkout and seamless customer management.
Census Post-Purchase Feedback
Collect customer feedback after purchases to gain valuable insights for improvement.
Searchanise
Enhances search with AI, voice search, filters, and merchandising tools. Improve discovery, boost sales, and refine strategy with powerful analytics.
BestSeller ReSort
Automatically sort and organise products in collections based on sales, tags, inventory levels and more.
Shopify Flow
Automate tasks like order tagging, metafield updates, data exports, and product alerts, streamlining workflows and saving time.
Search & Discovery
Helps to improve your search functionality, product discovery (i.e. Pairs Well With), and customer navigation experience.
— Imogen Brady / Bays KitchenSales & Marketing ExecutiveLee has been great to work with. He takes a calm, practical approach to solving technical problems and communicates clearly throughout. Reliable and easy to collaborate with.
95%
It’s estimated that by the year 2040, 95% of purchases will be through eCommerce
2 in 5
2 in 5 customers will leave a website if it takes longer than 3 seconds to load
27%
A one second faster load time can increase mobile conversions by up to 27%
2x
Millennials and Gen Xers spend nearly twice as long shopping online each week
Would thoroughly recommend to anyone looking to make the jump to Shopify
We cannot recommend Lee highly enough! He has completely transformed our website and made the move from Magento to Shopify seamless. From the very start, Lee developed a clear and streamlined approach that made the whole process stress-free and straightforward.
He’s extremely organised, has a fantastic “can-do” attitude, and always comes up with smart solutions to any challenge. Lee created a beautifully on-brand, easy-to-navigate website that flows effortlessly – exactly what we were looking for.
The project was delivered on time and to the highest standard. Working with Lee has been an absolute pleasure, and we’re so grateful for everything he’s done. We’re looking forward to continuing to work with him in the future.
Such a great template for tracking our email flows! Super straightforward and easy to use, takes only a few minutes to fill in each week - it's a great tool!
Lee has been fantastic to work with - he’s implemented some great improvements to our site and provided valuable recommendations. Professional, proactive, and genuinely helpful. I’ll definitely be working with him again soon.
Very handy calendar making sure everyone in the team is on the same page regarding marketing activity across different channels and knowing what promotions / offers will be running ahead of time so material and campaigns can be prepared without the stress of leaving it until last minute.
Lee has been an instant success as a Senior Ecommerce Specialist in our team. He has excellent Shopify Plus knowledge from theme development to advanced flows, has excelled in conversion rate optimisation for clients and has a very good understanding of analytics, creating reports and actioning based on their outcomes. He has a can-do attitude and very organised, often executing with minimal fuss. He has been highly effective and of course would recommend!
Lee has been great to work with. He takes a calm, practical approach to solving technical problems and communicates clearly throughout. Reliable and easy to collaborate with.
Lee has been an invaluable member of the Angel & Rocket E-commerce team for several years. His Shopify expertise is exceptional, and I highly recommend him.
The SEO report is an invaluable tool for our childrenswear business. It’s so useful to have all information in one place, its easy to use and filter for the insight you need.
As a small team it saves us so much time and helps us to better understand our customer journey.
The report helps us to identify strengths as well as areas for improvement on the site so that we can focus on the opportunity.
I would thoroughly recommend this if you want a clear insight to how your store is performing and what you can do to make a difference.
This is an invaluable planner for multi-channel marketing and the most user-friendly one I've used.
It also has the benefit of being able to see what we did previously so we can plan going forwards.
A no-brainer for any marketing team!
Lee built this report for weekly campaign and flow reporting in Klaviyo for a shared client. It's very straightforward to populate and takes just 10 mins max each week to update. It gives a great overview of how the email channel is performing and highlights any areas of concern.
Lee is fantastic to work with, highly commercial, technically astute, and an excellent problem solver - his work on reporting and automation, particularly Tag & Track, is absolutely first rate and I cannot recommend him highly enough. Such a great addition to any team.
I worked with Lee and really appreciated his calm and practical approach. He’s knowledgeable, easy to work with, and a genuinely decent person.
Having worked with Lee for many years, I would highly recommend him for any e-commerce project. He is extremely knowledgeable when it comes to Shopify and has the BEST reports, breaking everything down so it’s understandable and automated. No task is ever too small or too big, plus he’ll always find a solution for anything that poses a challenge. Not only is he a great guy and a delight to work with, but he is also patient, professional, and full of ideas. I’ve learnt so much from Lee and couldn’t recommend him more!
This marketing calendar is a total lifesaver for teams of all sizes – especially when you're working across multiple departments. It makes collaboration so much smoother – everyone knows what’s happening, when it’s happening, and who’s responsible.
It’s really intuitive to use (even for non-marketers) and has a clean, professional look that makes planning feel less chaotic and a lot more strategic.
It’s amazing that something this useful is being given away for free - thank you Lee!
