Undarmaa: an audit, 90 days of fixes, and sales the client says nearly doubled
Undarmaa sells high-end Mongolian cashmere, yak, and camel wool to Danish buyers, with a story and product quality that outclass 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. No redesign. The client reported sales nearly doubled.
Audit-led CRO impact
~2x
Sales in 90 days (client stated)
0
Redesigns needed
2.29%
Organic conversion vs 0.53% direct
Executive Summary
The product was premium. The store felt broken.
Undarmaa is a Danish brand selling high-end, sustainable wool products, cashmere sweaters, yak wool coats, scarves, and blankets, sourced from small factories and herders in Mongolia. Founded by Undarmaa herself, the brand bridges Danish consumers with Mongolian nomadic heritage and competes against Gobi Cashmere, Naadam, Oyuna, and strong Danish players. Independent fabric testing has matched the product quality against cheaper rivals. The store was the weak link.
Eco-conscious luxury buyers do not impulse buy. They evaluate, and a store that glitches during that evaluation loses them quietly. Our audit, built on Microsoft Clarity heatmaps and recordings, Google Analytics, and the Shopify dashboard, found a navigation that locked up the page when opened, products with no descriptions causing rage clicks, a discount display bug, no quick add to cart, no sticky buy bar, and JavaScript errors dragging on stability. Organic search visitors were converting at 2.29 percent while direct visitors managed 0.53 percent: interested, educated buyers were arriving and the store was underdelivering. We fixed the leaks the audit documented, without a redesign, and within 90 days of implementation the client reported sales had nearly doubled.
Client at a glance
- Luxury sustainable wool · Shopify DTC
- Danish brand, Mongolian sourcing and heritage
- High-ticket: cashmere, yak wool coats, blankets
- Competing with Gobi Cashmere, Naadam, Oyuna
What we delivered
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.
A navigation that trapped shoppers
Opening menu sections covered the page and would not release clicks, blocking shoppers at the front of every journey.
Products with no descriptions
Dead clicks and rage clicks at the exact moment of evaluation, on products asking for a premium price.
A discount display bug
Pricing was not presenting correctly across the store, undermining the premium story at the moment of payment.
Structural buying friction
No quick add to cart on collections and no sticky add to cart on product pages, so every purchase took more steps than competitors required.
Instability under the hood
Unused and erroring JavaScript weighed on page speed and stability, on a store where bounce was already the known enemy.
Weak trust signals
Trust factors and cart copy were thin or incorrect, for a brand whose entire premium is built on trust.
Research & Diagnosis
The traffic was better than the store
Microsoft Clarity heatmaps and session recordings showed how real visitors moved and where they got stuck, Google Analytics quantified conversion by channel, and the Shopify dashboard grounded everything in actual sales. We benchmarked against the brand's true competitive set, Naadam, Gobi Cashmere, and the strong Danish cashmere players. The strategy that came out was deliberately conservative: no redesign, no rebrand, just a prioritized implementation of every documented leak.
The CRO roadmap
What We Did
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.
Navigation that stopped trapping shoppers
Fixed the mega menu interaction issues at the root and implemented a new mega menu UI, so opening a section no longer locked the page and the collection structure made sense at a glance.
A shorter path to purchase
A sticky add to cart bar on product pages that follows the shopper as they read, and quick add to cart on collection pages so a decided buyer can act immediately.
Trust and pricing that behave
Corrected and updated trust factors and cart copy across the store, and resolved the discount display issue through a full site reindexing, so what shoppers saw matched what the brand intended.
A faster, more stable store
Removed unused JavaScript to improve stability and performance, and synced hero and collection banner updates correctly across the live Horizon theme, including a reusable collection banner.
Event-driven and orchestrated in the cloud: every step independently observable, retryable, and parallel.
What Worked
The fixes that pulled their weight
Each change was implemented from the audit's priority list and judged on the live store.
Quick add to cart
Shorten the path from browsing a collection to checkout.
- Quick add on collection pages
- Fewer steps per purchase
Result
Worked very well on collection pages.
New mega menu UI
Turn navigation from a trap into a guide.
- Interaction bug fixed at the root
- Clear collection structure at a glance
Result
Significantly helped shoppers understand the collections and products.
Reusable collection banner
Give the store visual flexibility without repeated dev work.
- One banner component serving multiple collections
Result
Gave the store flexibility to reuse the same banner across collections.
Why It Worked
The store just had to stop getting in the way
The brand already had what most stores lack: a real story, a genuinely superior product, and educated organic traffic converting at four times the rate of direct visitors.
The audit set the scope
Every fix traced back to a documented leak, so the 90 days went into changes that had evidence behind them, in priority order.
Broken beat new
Fixing the navigation removed the biggest trust-destroying bug, and the pricing and copy corrections stopped undermining the premium story at the moment of payment.
Friction compounds, so does removing it
Quick add, a sticky cart bar, and working discounts each save seconds. Together they change outcomes.
Results
Nearly doubled, in the client's words
The result is reported by the client, attributed the same way we treat any figure we cannot independently verify.
Client reported sales nearly doubled within 90 days of implementation
Sales
Navigation
Path to purchase
Pricing and trust
Client Feedback
In the client's words
Abdul 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
Common Questions
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.
Sometimes the highest-return project is removing everything between your traffic and the buy button.
Start with a paid audit that documents exactly where your store leaks revenue, then a prioritized roadmap you can act on with or without us.