A full upgrade to Shopify 2.0 for Charles & Ivy

Shopify 2.0 Rebuild and Product Experience Optimsation

Services SEOShopifyWeb Design

Charles & Ivy is a growing brand with genuine demand for its products, including complex configurable items such as gates and fence systems. These products need a shopping experience that can guide a customer through a multi-step decision without losing them along the way.

The brand had outgrown its original Shopify 1.0 setup. The platform was slow, rigid, and difficult to update without developer support, which made it harder to present products clearly and to react quickly to commercial opportunities.

The goal was to rebuild the foundations on Shopify 2.0 so the site could perform, scale, and be managed by the in-house team, then let SEO and paid activity build on top of a site that was actually set up to convert.

Client Charles & Ivy

Year 2025

Average Order Value

In the first 30 days post-launch, average order value increased by 39% compared with the same period the previous year.

Checkout Completion

70%

Checkout completion rose from 42.64% to 72.36%, meaning more customers followed through once they were ready to buy.

Organic Search Growth

Organic Google search sessions increased by 35% in the first 30 days post-launch, excluding paid, social and direct traffic.

The Challange

The Shopify 1.0 platform was holding the brand back in three specific ways.

First, it was slow. Page speed had degraded over years of accumulated theme and app bloat, which affected both the customer experience and search performance.

Second, it was rigid. The team could not make meaningful content or layout changes without a developer, so campaigns and updates were slow to get live.

Third, it could not properly handle configurable products. Items like gates and fence systems require customers to make a series of choices before they buy. The old site made that journey awkward, and customers were dropping off rather than working through it.

What We Did For Charles & Ivy

We rebuilt the site on Shopify 2.0 and redesigned the product experience around how customers actually buy.

Full Shopify Audit & Strategy

Ran a full audit of the existing Shopify 1.0 site to pinpoint exactly where speed, scalability, and user experience were falling short, and used the findings to shape every decision in the rebuild.

Shopify 2.0 Rebuild & Customisation

Replatformed to a modern Shopify 2.0 theme, customised to the Charles & Ivy brand, using flexible sections, metaobjects, and metafields to give the site a proper structural foundation.

Enhanced UX & Visual System

Designed a premium UI system for the homepage, collection pages, and bespoke product templates with multi-step selection logic to simplify complex product flows.

Content Management Improvements

Implemented flexible content areas, allowing the Charles & Ivy team to make updates without developer support.

Performance & Core Web Vitals Optimisation

Removed legacy bloat and optimised site performance, delivering immediate improvements to Core Web Vitals upon launch.

The Results

+39% Average Order Value

In the first 30 days post-launch, average order value increased by 39% compared with the same period the previous year.

+70% Checkout Completion

Checkout completion rose from 42.64% to 72.36%, meaning more customers followed through once they were ready to buy.

+35% Organic Search Growth

Organic Google search sessions increased by 35% in the first 30 days post-launch, excluding paid, social and direct traffic.

Core Web Vitals Improved

Within a week of launch, LCP improved by 40%, INP by 44%, and CLS by 72% after removing legacy bloat and rebuilding the front end.

13 Keywords Reached Position #1

Within weeks of launch, 13 keywords reached Position #1, with 59 keywords ranking on Page 1 of Google.

These enhancements delivered a smoother, more personalised user experience, better content control, and increased organic visibility, supporting ongoing eCommerce growth.

What Our Customers Say

Paramount understood who our market is, who we need to influence, and how to communicate with them. The tone of voice and professionalism were spot-on. I’ve worked with many agencies, and I’ve had no misgivings about working with Paramount, quite the opposite.

Jonathan Hooper, Marketing Manager

ALLpaQ

We’ve never felt like an afterthought. Communication is clear, the team is responsive, and they’ve taken the time to really understand our challenges. It feels like a very personalised service.

Charlotte Rottenburg

OneWelbeck

If we’re being honest, we didn’t expect to see results for six months, but they started coming within the first few weeks. Registrations are now double or triple what they were this time last year. Paramount’s team took the time to understand our niche business model and was incredibly self-sufficient from the start. Communication is …

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Amy & Alex Cunliffe, Co-founders

Inkthreadable

Paramount have been doing our SEO for several years now and they have done excellent work for us. We have recently commissioned them to do our new website and we are very happy with the results of that too. The team are accessible and friendly and work together to help with any of our challenges.

Dave Allan

Doxbond Cambridge

I have been working with the developers at Paramount (as part of my employment at Socitm) for a few years now, and I am immensely impressed. We have established a great rapport pretty much straight away, with project management tools and great communication. The developers I work with are easy to talk to, understand our …

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Magdalena

Socitm

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