• Case Study
May Modesty
Full Website Rebuild, CRO Optimisation & Digital Growth Strategy for a UK Modest Fashion Brand
Growth & Web Partner: Enovators.com
- E-Commerce
- Fashion & Lifestyle
- SEO & Growth
+475%
Organic Sessions Growth
340+
Keywords in Top 10
34%
Organic Revenue Share
24%↓
Cart Abandonment Drop
Overview
Building a Sustainable Growth Engine
MayModesty.co.uk is a UK-based modest fashion retailer serving Muslim women with a curated range of elegant womenswear, including abayas, jilbaabs, khimars, maxi dresses, and seasonal collections. The brand focuses on combining modesty with style, offering premium fabrics such as satin, nida, chiffon, and velvet across a price range of £45.99 to £150.00, supported by free UK delivery over £75 and an active presence on Instagram and Facebook.
Despite a strong product offering and clear audience, the original WooCommerce website was technically weak, visually inconsistent, and poorly optimised for conversions, with no structured SEO or retention strategy. Enovators.com was engaged to rebuild the site, implement CRO best practices, and establish the digital foundation required to scale MayModesty into a recognised modest fashion brand in the UK.
Client Challenges
The Problems Holding Buggaz Back
MayModesty entered the UK modest fashion market with a compelling product range and a clear brand identity, but its digital presence was failing to convert that potential into sustainable revenue. The original website and the absence of any structured growth strategy created a compounding set of challenges that prevented the store from gaining traction in a category with significant organic search demand.
Outdated and poorly structured website
The original site suffered from inconsistent design, slow page load speeds, and a layout that failed to reflect the premium positioning of the brand or build trust with first-time visitors
Weak mobile experience
The majority of modest fashion browsing and purchasing in the UK occurs on mobile; the existing site had not been optimised for mobile-first behaviour, resulting in high bounce rates and poor engagement
High cart abandonmen
Without urgency triggers, trust badges, clear delivery messaging, or a streamlined checkout flow, a significant proportion of shoppers abandoned before completing their purchase
Zero organic search visibility
The domain had no meaningful keyword rankings for high-intent modest fashion queries such as ‘buy abaya UK’, ‘jilbab online UK’, or ‘modest maxi dress UK’, leaving the store entirely dependent on paid or social traffic
Thin product page content
Product listings lacked the fabric detail, care instructions, modesty notes, and occasion guidance that UK modest fashion shoppers rely on when making purchasing decisions online
No content or blog strategy
There was no editorial programme in place to capture informational search traffic around modest styling, occasion wear, or fabric guides — a significant missed opportunity in a community-driven category
No email or retention programme
Without structured post-purchase flows, replenishment sequences, or re-engagement campaigns, the store was failing to convert first-time buyers into repeat customers
Limited social-to-site conversion
While MayModesty had an active Instagram and Facebook presence, the website was not configured to convert that social traffic effectively, with no landing pages, collections, or UGC integration aligned to social content
No analytics or performance visibility
There was no structured GA4 or Search Console setup providing actionable data on where traffic came from, where it dropped off, or which products drove the most commercial intent
Our Solution
Full-Funnel SEO & Growth Strategy
Enovators designed and delivered a comprehensive website rebuild and digital growth programme for MayModesty — replacing the underperforming original site with a fast, conversion-optimised WooCommerce storefront, and building the SEO, content, and retention infrastructure needed to drive sustainable organic growth in the UK modest fashion market.
Full Website Rebuild — Design, Architecture & Performance
Rebuilt the MayModesty website from the ground up on Shopify, replacing the original fragile theme with a custom-configured, brand-aligned storefront. The new site was designed to reflect the modest fashion aesthetic — clean, elegant, and feminine — while meeting the technical performance standards required for strong Core Web Vitals scores on both mobile and desktop. Navigation was restructured around the core product categories (Abaya, Jilbaab, Khimar, Maxi Dress, Co-ord Sets, Winter Collection) with intuitive filtering and a simplified checkout flow.
Mobile-First UX Optimisation
Redesigned the entire browsing and purchasing experience for mobile-first behaviour, recognising that MayModesty’s Instagram-led audience overwhelmingly shops on mobile. Touch-friendly navigation, swipe-enabled product galleries, sticky add-to-cart buttons, and a one-page checkout flow were implemented to reduce friction and maximise conversion from mobile sessions.
Conversion Rate Optimisation (CRO) — Site-Wide
Implemented a full suite of CRO improvements across the homepage, category pages, product pages, and checkout: trust badges (secure payment, free returns, 24/7 support), delivery threshold messaging (‘Free shipping on orders over £75’), size guide integrations, fabric and care information expandables, social proof modules, wishlist functionality, and sale/discount badge logic. Urgency messaging and stock-level indicators were added on key product pages to reduce decision latency and increase add-to-cart rates.
Product Page Content Optimisation at Scale
Rewrote product descriptions across the full catalogue — giving each listing rich fabric descriptions (satin, nida, chiffon, velvet), modesty notes, occasion guidance (everyday wear, occasion, winter), care instructions, and sizing context. Particular depth was applied to the highest-price-point products — the Exclusive Feather Butterfly Abaya, the Pleated Open Robe, and the Garden of Eden Chiffon Maxi — where purchase hesitation is highest and content quality most directly impacts conversion.
SEO Foundation & Keyword Strategy
Conducted a full technical SEO audit and built a targeted keyword map covering modest fashion purchase queries in the UK: abaya buying guides, jilbaab comparisons, khimar styles, modest maxi dress recommendations, and Islamic occasion wear. Deployed Product, BreadcrumbList, and FAQPage schema markup across the catalogue. Optimised meta titles, meta descriptions, H-tag hierarchies, and internal linking architecture to support category authority across all core product types.
Blog & Content Programme
Built and launched an editorial content programme targeting informational and community-driven search intent — modest styling guides, abaya fabric comparisons, jilbaab occasion guides, seasonal collection lookbooks, and UK Muslim women’s fashion content. The blog was designed to serve both SEO purposes and to strengthen MayModesty’s voice as a trusted modest fashion brand — not just a product catalogue.
Homepage & Category Page Redesign
Redesigned the homepage to lead with brand storytelling, featured collections, and social proof — replacing the generic placeholder structure of the original site. Category pages were restructured with editorial imagery, collection context, and refined filtering by fabric, style, price, and occasion — improving both discoverability and time on site for browsing shoppers.
Social-to-Site Conversion Infrastructure
Configured the site to convert MayModesty’s existing Instagram and Facebook audience more effectively — with shoppable collection pages aligned to social content, campaign-specific landing pages, and a seamless social login and wishlist experience that reduces friction for repeat visitors coming from social channels.
Email Marketing & Retention Programme
Built and activated a structured email programme: welcome and brand introduction series for new subscribers, post-purchase thank you and styling guide flows, abandoned cart recovery sequences, seasonal collection launch campaigns, and re-engagement flows for lapsed customers — all designed around MayModesty’s modest fashion audience and purchase behaviour.
Analytics, Tracking & Performance Reporting
Configured GA4 and Google Search Console from scratch, establishing accurate baseline tracking across sessions, conversion events, product performance, and traffic sources. Built a Looker Studio dashboard providing real-time visibility into organic performance, product page conversion rates, email attribution, and social traffic quality — enabling data-driven decisions across all growth channels.
Technology Stack
Best-in-Class SEO & Analytics Platforms
The engagement utilised a carefully selected stack built around MayModesty’s Shopify storefront, optimised to support both the website rebuild and the ongoing digital growth programme:
Implementation
Implementation Approach
The engagement was delivered in structured phases — beginning with a full website rebuild and progressing through SEO, content, and retention programmes designed to compound in value over time:
Phase 1 — Discovery, Audit & Rebuild Planning
- Full audit of the existing Shopify site — design inconsistencies, technical errors, page speed failures, and WooCommerce configuration issues documented and prioritised
- User journey mapping and mobile UX review to identify the highest-friction points in the browse-to-purchase flow
- Brand and aesthetic alignment session — establishing the design direction, colour palette, typography, and tone of voice for the rebuilt site
- Keyword research and competitor landscape analysis across UK modest fashion search terms
Phase 2 — Website Rebuild & CRO Implementation
- Full site rebuild on Shopify — new theme, navigation architecture, category structure, and mobile-first design deployed
- Product page content rewrites across all 14+ listings — fabric descriptions, modesty notes, occasion context, care guides, and size information
- CRO suite implemented site-wide — trust badges, urgency messaging, wishlist, social proof, sticky CTAs, and streamlined checkout
- Schema markup deployed across all product, category, and FAQ pages
- GA4 and Google Search Console configured with full conversion event tracking
Phase 3 — SEO, Content & Social Integration
- On-page SEO optimisation across all product and category pages — meta titles, H-tags, internal linking, and image alt text
- Blog and editorial programme launched — modest styling guides, abaya and jilbaab comparison content, seasonal lookbooks, and UK modest fashion community content
- Social-to-site conversion infrastructure configured — campaign landing pages, Instagram-aligned collection pages, and social login integration
- Backlink outreach to UK modest fashion blogs, Islamic lifestyle publications, and Muslim women's community platforms
Phase 4 — Retention, Email & Ongoing Growth
- Klaviyo email programme fully activated — welcome series, post-purchase flows, abandoned cart recovery, seasonal launch campaigns, and re-engagement sequences
- A/B testing of product page layouts, CTA copy, and delivery messaging to continuously improve conversion rates
- Monthly performance reviews using GA4 and Looker Studio dashboards — adapting content calendar, SEO priorities, and email strategy based on data
- Ongoing product page and collection updates aligned to new season drops and promotional periods
Business Impact
Transformative Results in 12 Months
The Enovators engagement delivered measurable improvement across every dimension of MayModesty’s digital performance — transforming the store from a technically fragile, commercially invisible website into a fast, conversion-optimised modest fashion destination with a growing organic and retention engine:
Strategic Outcome
From Struggling Store to a High-Converting Modest Fashion Brand
Enovators.com transformed MayModesty from a visually inconsistent and technically underperforming WooCommerce store into a fast, credible, and conversion-focused modest fashion brand. A complete mobile-first rebuild with a strong CRO foundation turned existing social and direct traffic into real revenue — aligning the digital experience with the quality of the products.
On top of this, a targeted SEO and content strategy built a sustainable organic traffic channel within the UK modest fashion niche, while a Klaviyo-powered retention system converted first-time buyers into repeat customers. Today, MayModesty operates with a complete growth ecosystem — a site that converts, an organic engine that compounds, and a retention system that maximises lifetime value.
— Enovators Core Philosophy
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