Case Study
Turning a fragmented product catalogue into a structured, high-performing ecommerce store.
What started as a typical supplier-driven setup evolved into a fully optimised, data-led ecommerce operation.
A hands-on case study focused on content, structure, SEO, and conversion across a growing product catalogue.
Client
Lucidora
Sector
Ecommerce / Retail
Role
Founder, UX, CRO, Product, SEO
Services
UX, CRO, SEO, Product Strategy, Data Structuring, Content Optimisation
Project overview
Building an ecommerce store that performs, not just exists.
Lucidora was built using multiple suppliers, each providing their own product glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, imagery, and structure.
The challenge was immediate. Product glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term was inconsistent, descriptions were often poor or duplicated, and glossaryCategorisationCategorisation is the process of grouping content or items based on shared characteristics or meaning. It helps users understand relationships and find relevant information more easily.Open glossary term lacked any real structure. From an glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term and conversion perspective, the store had very little chance of performing well at scale.
Like many ecommerce setups, it worked on the surface. Products were live, pages existed, and the store functioned. But underneath, there was no glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term, no glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term glossaryStrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term, and no clear path to growth.
The goal was not just to launch a store, but to glossaryBuildA build is the process of compiling and packaging code into a runnable application.Open glossary term one that could scale properly. Structurally, commercially, and from a glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term perspective.
What was happening
The catalogue was growing, but performance was not following.
Supplier glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term came in different formats, with varying levels of quality. Titles were inconsistent, descriptions lacked depth, and important glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term elements were either missing or duplicated across products.
Categories were loosely defined, making it harder for users to navigate and harder for glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term engines to understand the structure of the site.
From a user perspective, the experience felt inconsistent. Some products were clear and well presented, others felt incomplete or difficult to understand.
From a glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term perspective, there was no clear glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term loop. Content was added, but rarely improved. Decisions were reactive, and there was little visibility into what was actually working.
The problem was not glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term alone. It was the foundation the traffic was landing on.
Approach
Structure first. Then optimise everything on top of it.
The first step was to take control of the glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term.
Supplier feeds were analysed, cleaned, and standardised to create a consistent structure across all products. This included titles, descriptions, attributes, and glossaryCategorisationCategorisation is the process of grouping content or items based on shared characteristics or meaning. It helps users understand relationships and find relevant information more easily.Open glossary term.
Product types and categories were redefined to create a clearer serviceInformation ArchitectureImprove navigation, content structure, and findability so users can understand where things are and how to move through them.Open service, improving both glossaryNavigationHow users move around a website or product.Open glossary term and glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term.
From there, the focus shifted to glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term.
A repeatable glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term was introduced for improving product content, including rewriting descriptions, refining titles, and adding structured glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term glossaryMetadataMetadata is data that describes and provides information about other content, such as titles, descriptions, tags, and attributes. It supports organisation, search, and content management.Open glossary term.
Keyword glossaryStrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term was layered in, ensuring each product and category had a clear focus and purpose.
At the same time, glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term improvements were made across the site. glossaryLayoutLayout is the arrangement of elements on a page or screen, determining how content is organised and presented. It influences readability, usability, and overall experience.Open glossary term, glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and usability were refined to reduce friction and make it easier for users to move through the buying journey.
This was not a one-off exercise. It was designed as an ongoing glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term that could scale with the catalogue.
Key decisions
Standardise everything that scales. Customise where it matters.
A key decision was to prioritise glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term over individuality at the product level.
With a large and growing catalogue, variation creates complexity. By standardising formats, structures, and glossaryPatternA reusable solution to a common design problem.Open glossary term, the store became easier to manage, optimise, and scale.
Another decision was to treat content as a glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term asset, not just a requirement.
Every product description, title, and glossaryMetadataMetadata is data that describes and provides information about other content, such as titles, descriptions, tags, and attributes. It supports organisation, search, and content management.Open glossary term field was written with glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term. Not just to describe the product, but to improve visibility and glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term.
glossaryAutomationAutomation is the use of technology to perform tasks with minimal human intervention.Open glossary term and tooling were also introduced where possible, particularly around content generation and glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term. This reduced manual effort while maintaining control over quality.
Finally, the focus remained on incremental improvement.
Rather than attempting to perfect everything at once, the store was continuously improved over time, allowing changes to compound and glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term to glossaryBuildA build is the process of compiling and packaging code into a runnable application.Open glossary term.
Solution
A structured, optimised ecommerce platform built to scale.
Lucidora evolved into a fully structured ecommerce store, with consistent product glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, clear glossaryCategorisationCategorisation is the process of grouping content or items based on shared characteristics or meaning. It helps users understand relationships and find relevant information more easily.Open glossary term, and a defined glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term process.
Product content was rewritten and aligned with glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term glossaryStrategyStrategy is a high-level plan that defines long-term goals and the approach to achieving them.Open glossary term, improving both visibility and glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term for users.
Categories were refined to support glossaryNavigationHow users move around a website or product.Open glossary term and glossarySearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, making it easier for users to find products and for search engines to understand the site.
glossaryConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term improvements reduced glossaryFrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term across key journeys, improving the overall shopping experience.
Behind the scenes, glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term were put in place to manage new products, ensuring they met the same standards from the moment they were added.
The store became not just a collection of products, but a glossarySystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term designed to perform.
Outcomes
Improved visibility, consistency, and a platform ready to grow.
Product pages became clearer, more informative, and better aligned with glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term.
The site structure improved, making glossaryNavigationHow users move around a website or product.Open glossary term easier and supporting stronger glossarySEO (Search Engine Optimisation)SEO is the process of improving a website’s visibility in search engines like Google through content, structure, and technical optimisation.Open glossary term glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term.
Content quality increased across the catalogue, reducing duplication and improving differentiation.
Operationally, managing the store became more efficient, with clearer glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term and less reliance on manual fixes.
Most importantly, the store moved from a reactive setup to a structured, scalable glossaryPlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term capable of ongoing growth.
Reflection
Ecommerce performance is built on structure, not just traffic.
Lucidora reinforced that the biggest gains do not come from quick wins, but from fixing the foundation.
Without consistent glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term, clear structure, and a defined glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term glossaryProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term, it is almost impossible to scale effectively.
By focusing on structure first and layering glossaryOptimisationOptimisation is the process of improving a product or journey to increase performance, usability, or conversion.Open glossary term on top, the store became easier to manage, easier to improve, and better positioned for growth.
The lesson is simple.
If the foundation works, everything on top of it works better.