Skyflite

Skyflite is a heritage luggage brand built on Shopify. While they had strong brand recognition, their digital performance was plateauing due to reliance on brand search and low conversion efficiency.

01. The Challenge

The analytics revealed a classic “leaky bucket” scenario. Despite having high-quality products like Zest and Corniche, discoverability and engagement were lagging:

• Reliance on Brand Search: The site was invisible for high-volume non-brand terms like “lightweight luggage”.
• Engagement Drop-off: Product pages suffered from high bounce rates, indicating poor UX or slow load times on the existing theme.
• Conversion Stagnation: Traffic wasn’t converting efficiently into revenue, with rates stuck around 1.8%.

02. The Strategy

1. Advanced Shopify Schema

We moved beyond basic theme settings to full custom Product Schema implementation via Liquid. This helped Google understand price, availability, and reviews, driving “Rich Results” in the Shopping tab and improving CTR.

// Liquid Schema Injection
{% assign current_variant = product.selected_or_first_available_variant %}
"offers": {
  "price": "{{ current_variant.price | money_without_currency }}",
  "availability": "[http://schema.org/InStock](http://schema.org/InStock)"
}

2. Optimising for Intent (UX)

We redesigned the product page experience to align with buyer intent.

By improving Liquid rendering speeds and layout, we turned casual browsers into active shoppers. This reduced bounce rates by 15–20% and increased product page views by 90% YoY.

3. Organic Growth Engine

We shifted focus to “non-brand” SEO clusters (e.g., “Hard Shell Suitcases”). This strategy effectively doubled organic traffic (+80-100% YoY), making Organic Search responsible for two-thirds of total revenue.

03. System Output

The synergy between technical SEO and Shopify optimisation delivered results in the top 5% of e-commerce benchmarks.

// Performance Metrics
const results = {
  "Total Revenue": "+95%", // Doubled YoY
  "Organic Traffic": "+100%",
  "Conversion Rate": "2.9%", // Up from 1.8%
  "Transactions": "+75%"
};

• Revenue Efficiency: The site now generates +40% more revenue per thousand sessions.
• Traffic Quality: Organic users now have a 78% engagement rate.
• Sales Velocity: Purchase volume increased by 75% without increasing ad spend.