YuMOVE

YuMOVE sought to expand market share and drive online revenue – to do this, they needed to renew their tech stack. IONA helped drive ecommerce growth by refreshing their website and equipping their team with the tools needed to make quick content updates, utilise personalisation capabilities and drive recurring revenue through subscriptions.

For YuMOVE, updating content on their website was slow and needed developers, the conversion rate was low, and they weren’t using data to its best potential. A transformation was needed to drive repeat purchases, increase conversions, and give non-technical teams the tools to make quick content changes.

From frontend to warehousing and logistics, our team created a proposal for a Minimal Viable Product (MVP) that included a refresh of their Shopify-run website, a domain migration for their US website, and a strategy for collecting and using data to provide better value for their customers.

We updated YuMOVE’s store from Shopify 1.0 to 2.0. We piloted the website refresh in the USA first and rolled out it across the UK later. To increase revenue and conversion rate, our team built a data strategy and onboarding journey to drive relevant product recommendations, increase subscription purchases and offer a curated customer online experience.

The new site saw a 27% uplift in online conversions within the first month - which increased by another 32% in the second month of IONA fully managing the account. One of the key goals for YuMOVE was to drive repeat purchases - switching customers from one-time purchases to recurring subscriptions. Since the launch, subscription revenue also increased by 25%.

The project saw YuMOVE’s data increase from 10-15 data capture points per week to over 1,000 per week immediately post-launch, making it possible to continually improve product recommendations and deliver curated experiences into the future.

The newer storefront theme is faster and boasts more marketing tools, app integrations and customisation options. YuMOVE’s content stakeholders can make frontend changes without developers - speeding up the time-to-market for product releases, marketing campaigns and content updates.

• Shopify 2.0 upgrade: Migrated from a rigid legacy theme to a fast, flexible and modern storefront.
• Team empowerment: Enabled marketing teams to make content changes without developer support, speeding up time-to-market.
• Subscription revenue growth: Drove a 25% increase in recurring subscription revenue.
• Conversion rate uplift: Increased online conversions by 27% in month one, followed by a further 32% increase in month two.
• Data-Driven strategy: Grew data capture points from ~15 to over 1,000 per week to power personalisation.
• International-ready: Executed a US-first pilot and domain migration to build a scalable foundation for global expansion.