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Seamless Shopify Migration for Growth, Speed and Smarter Marketing
Selbrae House, a premium gifting brand, needed a platform upgrade to drive performance, boost conversions, and support long-term growth. I led the migration from Magento to Shopify, delivering a faster, more scalable and user-friendly site designed to better showcase the brand’s collections and unique gifting products.
With performance and conversion as key goals, I implemented a range of features including product reviews via Judge.me, automated category merchandising, improved navigation and site search, and new tagging and tracking systems to identify high-value customer segments. Site speed saw a major improvement - jumping from a 60% performance grade and 3.9s LCP to 86% and 1.9s LCP post-launch.
At the same time, I migrated their email marketing from Mailchimp to Klaviyo, setting up foundational flows like abandoned cart, welcome series, browse abandonment and back-in-stock, enabling automated, revenue-generating communication that didn’t previously exist.
To protect SEO performance and maximise organic growth, I optimised category content, meta titles, and descriptions. A custom Looker Studio dashboard tracks core SEO and performance metrics in real-time, including what customers are searching for, where they drop off, and any emerging 404s - all feeding into ongoing CRO, A/B testing and site growth support.
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.
SEO & Site Performance Dashboard
My interactive Looker Studio report brings all your GA4 & Search Console insights into one report - built specifically for Shopify businesses.
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.
Free CRM Email Report
My Free Email Reporting Template is a powerful, user-friendly tool built in Google Sheets to help ecommerce teams and marketers track, analyse and optimise their email performance.
Judge.me
Collect and display customer reviews, including photos and videos, to boost trust and conversions. It offers automated review requests, rich snippets, and seamless integrations.
Klaviyo
Klaviyo is a leading platform for personalised email and SMS campaigns, known for its powerful automations, advanced segmentation, and detailed analytics.
Census Post-Purchase Feedback
Collect customer feedback after purchases to gain valuable insights for improvement.
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.
— Maria Cox / Selbrae HouseMarketing ManagerWe 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.
— Donny Carstairs / Selbrae HouseOwnerWould thoroughly recommend to anyone looking to make the jump to Shopify
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!
