Driving traffic, sales & revenue to Chapter 8 Shop through Shopify OS 2.0 Theme upgrade & performance marketing

<p>Driving traffic, sales & revenue to Chapter 8 Shop through Shopify OS 2.0 Theme upgrade & performance marketing</p>
B2B Website of the Year: Northern Dev Awards '20

Project Overview

Chapter 8 Shop wanted to continue to grow their client base whilst rewarding their loyal customers.

They approached us to refresh the website to ensure that people could easily find products and place orders themselves.

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A selection of key statistics from this project:

  • +400% Increase in featured snippets
  • +104% Increase in email revenue
  • +206% Increase in new users
  • +47% Increase in desktop speed

The Brief

With additional competitors in the sector, there was a danger that the marketplace would become flooded with inferior products. Chapter 8 Shop needed to remain the authority within the chevrons space, whilst continuing to grow their current client base.


- Increase brand awareness

- Increase customer loyalty

- Improve performance (Shopify 2.0)

- Redesign the look & feel of current site

- Improve accessibility & UX

- Rebuild & future proof vehicle finder tool

How we did it

  • Our design and development team were tasked with freshening up the Chapter 8 Shop website design whilst maintaining the core look and feel. We rebuilt the site from the ground up with the most up to date Shopify 2.0 framework. This allowed us to improve page load speed, accessibility, and the overall user experience

  • We completely rebuilt the vehicle finder tool in custom JavaScript to enable users to quickly search the chevrons that matched their vehicle specifics

  • Our Paid Search team introduced Google Display ads to target managed placements and contextual topics to generate brand awareness

  • We created specific remarketing audiences based on user journey and interaction with the website to ensure that we could recapture people who had visited the site but not converted

  • Our content experts created additional blog content to ensure that Chapter 8 Shop are seen as the authority in the marketplace for the latest industry updates

  • We optimised primary content to increase our share of voice for related UK searches, using SEO best practices and target keywords

  • We created email campaigns to update subscribers on the latest Chapter 8 Shop news, new products and promotions to keep them at the forefront of the consumers mind for when they are in market to make a purchase

  • We also introduced email flows to drive sales and cross purchases to ensure that all consumers have the kit they need to ensure they are Chapter 8 compliant

  • We then set up lost and at-risk email flows to entice those who had not made a purchase from Chapter 8 Shop to come back to the site and make a purchase

  • We ensured that automated emails were set up to reward the most loyal customers

  • To generate both brand awareness and new customers, we created test campaigns across LinkedIn targeting people by job functions, roles and job sectors to ensure that the ads were seen by the decision makers

Brilliant Team at Herd! You can rely on them getting the job done. In the two years having worked with Herd they have helped to increase our online sales alongside building our brand presence and implementing marketing strategies. The development team have really worked hard to make an idea come to life. Great working with the team at Herd!

Greg Saunderson, Managing Director

Project Highlights


Full site Redesign

We created a fresh new design for the Chapter 8 Shop site maintaining the integrity of the brand look and feel


Shopify 2.0 Upgrade

The new site was built using the latest Shopify 2.0 framework, unlocking the associated performance gains across the site


Custom Vehicle Finder Tool

Built using bespoke standalone JS ensuring that the feature will be future proofed against updates to JS libraries


Email Automations

Automated emails have been introduced to reach the right people at the right time with the most relevant message to drive additional revenue.


Content Optimisation

Improving the current content, ensuring it is keyword rich using the latest SEO techniques has allowed us to increase featured snippets by 400%.


Paid Advertising

Strategic display campaigns to improve brand awareness on relevant placements with the addition of driving qualified traffic to the site.