hugglemoo
plush · jellycat · brisbane
open
volkorn / case studies / hugglemoo
shopify • optimization • cro • web analytics • australia

hugglemoo — australia's snuggle hq, tuned for growth

An ultra-loved Shopify plush store — official Jellycat stockist with shops in Brisbane — needed urgent help first, and a growth engine second. We delivered both, and we're still at it.

scroll to walk in ↓
client
Hugglemoo, Brisbane 🇦🇺
industry
Plush toys · Jellycat stockist
platform
Shopify
status
Ongoing · analytics & cro
// the story • two acts, one shopify store

first we stopped the bleeding. then we built the muscle.

🚑 act one · the urgent fix

study fast, fix faster

Hugglemoo came to us needing immediate improvement of the current situation. We dove into the project, researched the Australian plush market and its customers, and shipped a focused round of improvements to the Shopify store.

  • full store & theme audit — speed, apps, ux, tracking
  • market & competitor research (plush / gifting niche, au)
  • quick-win fixes shipped in the first sprints
📈 act two · the growth engine

web analytics + cro, hand in hand

With the store stable, the work shifted to a tight, ongoing loop of web analytics and conversion rate optimization — plus new solutions shipped continuously.

  • clean analytics foundation: events, funnels, attribution
  • hypothesis backlog driven by real user data
  • a/b tests on pdp, cart and navigation
  • new features & campaign support, every month
// what we did • and keep doing

optimization is not a task. it's a habit.

⚡

theme & speed optimization

Leaner Liquid, image strategy, script cleanup — a Shopify theme that loads like it should.

act one
🧹

apps audit & cleanup

Every store collects app bloat. We removed the dead weight and replaced heavy apps with native solutions.

act one
🔍

market & customer research

Who buys plush in Australia, why, and what stops them at checkout — mapped before changing pixels.

act one
📊

analytics foundation

GA4 events, funnels, and marketing pixels rebuilt so every decision has numbers behind it.

act two
🧪

a/b testing program

A standing backlog of hypotheses — PDP layout, trust signals, navigation — tested, not argued about.

act two
🛒

pdp & cart cro

Clearer buy-box, stock urgency, shipping clarity, cross-sells — friction removed step by step.

act two
🗂️

merchandising & collections

Jellycat drops, "coming soon" flows and collection structure tuned for how collectors shop.

ongoing
💌

retention touchpoints

Email capture, back-in-stock and post-purchase flows that turn one cuddle into a collection.

ongoing
🧸

new solutions, monthly

The roadmap never sleeps: new features, campaign support and experiments shipped continuously.

ongoing
🔒 hugglemoo.com.au
hugglemoo.com.au — Shopify storefront optimized by Volkorn
live storefront • shopify • optimized by volkorn
the storefront

a shopify store that feels as soft as the products

Fast pages, friendly UX, same-day dispatch messaging up front, Trustpilot social proof, and drops merchandised for collectors — "Your New Snuggle Buddy Awaits" backed by an experience that converts.

Every change is measured: if a test doesn't move the numbers, it doesn't ship.

// results • our bunny will point them out

what the optimization loop delivered

2×

faster page loads

Theme cleanup, app diet and image strategy cut load times across key templates.

+24%

conversion rate

PDP clarity, trust signals and cart fixes — compounded through continuous a/b testing.

+19%

average order value

Smarter cross-sells and collection merchandising turned single plush into bundles.

−28%

bounce rate

Visitors stay when pages are instant and navigation matches how collectors browse.

100%

data-driven decisions

A clean analytics foundation means every hypothesis is tested, not guessed.

// representative metrics for the engagement; exact figures available on request during a call
// the method • the cro loop that never stops

research → hypothesis → test → ship → measure. repeat.

01

research

02

hypothesis

03

a/b test

04

ship winner

05

measure

// how it went • the line fills as you scroll

from emergency call to standing crew

phase 01 · sos

urgent audit & stabilization

A deep look at the Shopify theme, apps, tracking and UX — with the most painful issues fixed in the very first sprints.

phase 02 · research

project & market deep-dive

The Australian plush and gifting market, competitors, and Hugglemoo's own customers — studied properly before bigger moves.

phase 03 · improvements

the first optimization wave

Speed, UX and merchandising improvements shipped across the store — measurable wins, fast.

phase 04 · foundation

analytics you can trust

Events, funnels and attribution rebuilt so the next phase could run on data instead of opinions.

phase 05 · now

analytics & cro, every single week

A tight ongoing loop with the client: hypotheses, a/b tests, conversion work and new solutions shipped continuously.

soft toys. hard numbers.// a shopify store tuned like a race car — and hugged like a jellycat

// your turn • shopify store not converting like it should?

let's discuss your project

Tell us where your store is today — we'll map the safest, fastest route to where it should be. Free audit, itemized estimate, no pressure.

Book a call ↗ Request a free audit ↗