Ecommerce CRO case study · Luxury sustainable wool
CRO Audit for a Luxury Sustainable Fashion Brand
Undarmaa sells high-end Mongolian cashmere, yak, and camel wool to Danish buyers, with product quality that outclasses much of its competition. The store was the weak link: a navigation that trapped clicks, missing trust elements, and a pricing bug. We audited, then spent 90 days fixing exactly what the audit found, with no redesign.
Start with the $2,000 CRO AuditResults at a glance
Nearly doubled, in the client's words
~2x
Sales in 90 days (client stated)
2.29%
Organic conversion vs 0.53% direct
0
Redesigns needed
90 days
From audit to implemented fixes
The client
Meet Undarmaa
A Danish brand selling high-end, sustainable wool (cashmere sweaters, yak wool coats, scarves, and blankets) sourced from small factories and herders in Mongolia. Founded by Undarmaa herself, it competes against Gobi Cashmere, Naadam, and Oyuna, with independent fabric testing matching its quality against cheaper rivals.
Industry
Luxury sustainable wool
Platform
Shopify
Market
Denmark
Scope
CRO audit + 90 days of fixes
The challenge
On a high-ticket store, bugs are trust events
A brand selling coats and knitwear at premium Danish prices cannot afford a store that feels broken. Every glitch reads as a reason not to trust a high-ticket purchase.
Audit snapshot
What was holding it back
- A navigation that trapped shoppers
- Products with no descriptions
- A discount display bug
- Structural buying friction
- Instability under the hood
- Weak trust signals
The work
90 days of fixing exactly what the audit found
Nothing in this engagement was exotic. The audit identified where interested buyers were being lost, and the implementation fixed those points in priority order, on the live Horizon theme, with no redesign.
What we shipped
Client Feedback
In the client's words
“Rabia delivered a clear and helpful audit of our webshop with actionable insights. Everything was on time and communication was easy. We're continuing with a new contract for the next steps.”
Henrik Bo Thrane
Co-founder, Undarmaa
FAQ
What this means if your store underperforms your product
Compare conversion by channel. If your organic visitors convert far better than your direct ones, as Undarmaa's did at 2.29 percent versus 0.53 percent, your demand is fine and your mechanics are not. That gap is a to-do list.
Your store could be next
Sometimes the highest-return project is removing everything between your traffic and the buy button.
Start with the $2,000 CRO audit that documents exactly where your store leaks revenue, then a prioritized roadmap you can act on with or without us.
Book your CRO Audit, $2,000Explore eCommerce Growth