A handmade jewelry store that doubled its click-through rate in six months
Megan Flower Life creates handcrafted jewelry from real flowers, breast milk, and personal photographs. While the products were unique, the website made them difficult to discover.
We redesigned the store, improved product discovery, and implemented an SEO strategy focused on the searches most likely to drive sales. Within six months, organic CTR increased from 4.9% to 9.2% and clicks grew from 533 to 905.Today, customers find products faster, and the business attracts more qualified traffic from Google.
> 70%
4.9 → 9.2%
Growth in CTR in 6 months after launch
Average organic traffic growth in year one
Average organic traffic growth in year one
E-commerce
Web Design
SEO Optimization
Custom features
The challenge
When the product is personal, a difficult website becomes a barrier to sales
The existing site was built on OpenCart but the design did not keep pace with the brand. The site worked, but it no longer reflected the quality of the brand. Customers could browse and buy products, but finding the right item wasn’t always intuitive and the website wasn’t converting its existing search visibility as effectively as it could.
01
The design was outdated and hard to navigate
02
Existing traffic wasn’t converting efficiently
03
Product pages weren’t attracting enough clicks
What we did
Platform migration, advanced filtering, and targeted SEO — solved together
The goal wasn’t simply to redesign the website. It was to make it easier for customers to discover products, find what they were looking for, and complete a purchase with confidence. To achieve this, we improved the store’s structure, shopping experience, and search visibility.
OpenCart to WordPress migration and full redesign
We migrated the store from OpenCart to WordPress and completely redesigned the customer experience. The new website reflects the quality of the products, makes customization easier, and gives visitors a clear path from discovery to purchase.
Advanced filtering by flower type and color
Customers can now browse by flower type and color, helping them find relevant products faster and explore more of the catalogue before making a purchase.
SEO — improving CTR and expanding category visibility
More impressions converting into clicks, more categories appearing in search, and the primary commercial term ranking in the top 3 — without having to rebuild domain authority from zero.
The results
CTR doubled, clicks up 70%, top 3 in six months
Layer 01
SEO and search performance
Six months after launch, the search metrics improved substantially:
9.2%
Up from 4.9% before launch
905
Organic clicks per month
Up from 533 — 70%+ growth in 6 months
Average organic traffic growth in year one
Average organic traffic growth in year one
The increase from 4.9% to 9.2% CTR is arguably the most important result. The website was already appearing in search results; it is now earning nearly twice as many clicks from the same visibility.
Combined with a top-3 ranking for handmade jewelry in Bulgarian and a wider set of category pages now appearing in search, the site’s organic footprint grew in breadth and in conversion rate simultaneously.
Layer 02
Customer experience outcomes
Following the launch, customers repeatedly mentioned how easy it was to find products on the new website. For a store built around highly personal purchases, easier discovery translates directly into a better buying experience.
Layer 03
Platform and operational outcomes
The migration from OpenCart to WordPress removed the ceiling that was limiting what could be built and maintained. The team now manages the site on a platform capable of supporting further filtering improvements, new collections, and ongoing SEO development without structural constraints. The active subscription ensures that the search improvements made at launch continue to be monitored and built on over time.
before vs after
The complete picture
Swipe to compare →
| Area | Before | After |
|---|---|---|
| Platform | Outdated OpenCart — dated design, difficult to navigate | ✓WordPress + WooCommerce — modern, fast, team-managed |
| Design | Visually outdated, hard to browse — products difficult to find | ✓Modern brand-led design customers describe as easy to use |
| Product options | Options existed but presentation was unclear and hard to act on | ✓Clearly laid out, easy to configure — better UX throughout |
| Product discovery | No meaningful filtering — browsing by category only | ✓Advanced filtering by flower type, color, jewelry category and more |
| SEO — CTR | 4.9% click-through rate | ✓9.2% CTR — nearly doubled in 6 months post-launch |
| SEO — clicks | 533 organic clicks | ✓905 organic clicks — 70%+ growth in 6 months |
| Category visibility | Limited categories ranking in search | ✓More categories visible in search — wider organic footprint |
| Search ranking | Competing but not leading for primary terms | ✓Top 3 for handmade jewelry in Bulgarian |
| Ongoing support | No maintenance plan | ✓Active subscription — updates, SEO monitoring and growth |
