Case Studies > The Silk Co
How We Helped a Boutique Fashion Brand 4x Revenue in 3 Months
Looking to scale your business
Key Results
We Help Shopify Stores Scale Faster, Learner, and Smarter
128%
Increase in Site Traffic
4x
Increase in Monthly Sales
4x
Increase in Emall Revenue
205%
Increase in Convertion Rate
Total Sales
Scope of Work
The Clients
A boutique fashion brand based in Byron Bay, The Silk Co blends sustainably sourced raw silk with timeless, minimalist design. Their founder-led story, hands-on sourcing, and commitment to craftsmanship have earned them a loyal customer base and a strong brand identity.
With a growing community and steady traffic from paid channels, the brand had achieved product-market fit, but needed the right strategy to unlock its next stage of growth.
The Challenges
Despite healthy traffic and a solid 2 to 3x return on ad spend (ROAS), growth had stalled.
Conversion rates hovered around 0.6%. Email revenue accounted for less than 5% of total sales.
International markets, which made up 40% of their orders, were significantly underperforming.
The Growth Plan
To break through the growth ceiling, every part of the funnel had to work together. We started by fixing conversions - redesigning the shopping experience to make buying easier, faster, and more trustworthy. Once conversion rates improved, scaling traffic became an asset, not an expense.
From there, we focused on retention and global scale. We built smarter email flows to drive repeat revenue and increased customer lifetime value, because more customers is great - but higher customer value is where the real scale happens. Then we tailored the experience for international markets. With higher conversion rates in key regions, we were able to launch and scale new PPC campaigns where product demand was already strong.
Results
“Working with Amai didn’t feel like a typical agency experience. They didn’t just tweak our site or run some ads, they understood the full picture. The changes they made weren’t random, they followed clear steps that started working almost immediately. Month after month, we saw results build on top of each other. We finally feel like we’re in control of our growth.”
Lauren Brill
Co-Founder - The Silk Co
Our Methodology
Aligning the Experience to the Customer
The Challenges & Opportunities
We started by optimizing the customers’ post-click experience.
Despite the store generating sales, the click-to-purchase rate was significantly lower than expected, despite high traffic volume. This indicated that whi customers were visiting the site, they weren’t engaging with it in a way that led to conversions.
The Actions
To address these challenges, we took a closer look at customer engagement metrics and shopping behavior data. After thoroughly analyzing this data, we identified key areas that required improvement. This allowed us to craft a targeted action plan focused on enhancing the product pages.
Our approach included:
Mobile optimization: We recognized that mobile users were the majority of visitors, so we redesigned the experience with a mobile-first mindset.
Making key product visuals visible: We showcased key product images that were hidden behind a slider and made important visuals, product details, and value propositions clearly visible above the fold, especially for mobile users.
Elevating trust cues: We brought reviews, delivery timelines, and policies to the forefront to build trust and remove hesitation from customers.
Streamlining the path to purchase: We reduced the number of clicks, optimized page speed, and clarified calls to action, simplifying the decision-making process for customers.
The Business Results
Once these changes were implemented, the results spoke for themselves:
Shoppers spent more time on-site, converted at higher rates, and required less post-purchase support.
With improved conversion rates, we were able to launch and scale new PPC campaigns in countries that showed strong product interest.
The overall site performance improved, leading to increased sales and revenue, all with a better user experience that catered to the majority of mobile users.
Scaling Smarter with Full-Funnel Optimization
The Challenges & Opportunities
The Silk Co. was attracting clicks from global markets, but international conversion rates weren’t keeping up.
Over 40% of orders were coming from outside Australia, yet U.S. visitors were converting at just 0.64%. While paid traffic was generating clicks, it wasn’t acquiring customers. The issue wasn’t with traffic quality, but rather with the site experience, which wasn’t optimized for international customers. This pointed to a funnel problem that needed to be addressed.
After resolving conversion issues in our core markets, we turned our focus to enhancing the post-click experience for international buyers, removing friction and building a more trustworthy, region-aware shopping journey that drives greater buyer confidence and purchase intent.
The Actions
To address the funnel problem and improve international conversions, we focused on the post-click journey and took the following actions:
Clarifying delivery and shipping expectations: We updated product pages with region-specific delivery timelines, international shipping information, and local currency pricing to reduce hesitation and increase confidence among international shoppers.
Localizing trust signals: We tailored messaging, reviews, and policy displays to meet the expectations of buyers in key markets such as the U.S., Canada, and the EU. This helped establish trust and credibility in those regions.
Smoothing the purchase flow: We optimized navigation and checkout speed, to provide a seamless, efficient experience for international customers, ensuring they could easily complete their purchase.
The Business Results
Once these changes were implemented, the impact was immediate:
Higher conversion rates: International shoppers spent more time on-site and converted at significantly higher rates, leading to a more engaged and satisfied customer base.
Less post-purchase support: With clearer information and smoother processes, international customers required less post-purchase support, improving the overall customer experience.
Successful PPC campaigns: The improved conversion rates enabled the launch and scaling of new PPC campaigns in countries showing strong product interest.
Making Every Customer Count
The Challenges & Opportunities
To further help the brand achieve major revenue growth (without spending more on ads), we focused on re-engaging past customers and increasing the overall Customer Lifetime Value (CLV).
At the start, only 3.8% of the brand’s total revenue came from email marketing, which was significantly below the potential for a brand with strong repeat purchase opportunities. Ideally, that figure should have been between 15%–30%. That meant untapped profit was sitting in an already owned channel.
The Actions
To address this challenge and capitalize on the opportunity, we took the following actions:
Revenue-driving automation: We overhauled and optimized high-intent flows like abandoned cart, browse recovery, post-purchase, and win-back sequences. These automated flows were designed to increase repeat purchases, boost average order value, and drive higher revenue.
List segmentation and targeting: We moved beyond generic campaigns and built personalized segments based on customer data, including order history, product interest, and engagement levels. This allowed us to send more relevant messages to each customer group, improving engagement and conversion rates.
Improved campaign consistency: We implemented a flexible campaign calendar that supported product launches, restocks, and seasonal moments, ensuring that emails were consistently aligned with key business events.
On-site integration: We integrated reviews from post-purchase flows directly onto product pages and in emails. This increased trust and provided social proof, leading to more conversions.
The Business Results
The impact of these changes was significant:
Email revenue growth: Email revenue grew from 3.8% to over 15% of total revenue, and continues to increase each month, demonstrating the power of a well-executed email strategy.
Stronger retention and repeat purchases: By focusing on customer engagement and personalization, we saw a notable increase in repeat purchases, leading to stronger customer retention and higher CLV.
Higher ROI: The brand was able to achieve these results without increasing ad spend, relying on a high-ROI channel to drive revenue growth.
Better use of resources: The brand improved its overall use of email as a channel, moving away from deep discounting and focusing on delivering value through customer engagement.
What's Next for Silk
Creating cost efficiencies in international sales by using fulfillment centers to reduce overhead and grow profit margins.
Expanding into new international markets and growing presence within existing ones.
Testing new sales channels to stack acquisition funnels and diversify growth.
Running larger influencer campaigns now that the brand is more established.
Assisting with product diversification based on customer data and market demand to unlock new revenue streams.
Improving inventory management, operations and supply chain management now that the company is at 4x revenue.
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Frequently Asked Questions
What sectors do you work with?
We have experience in most sectors. As you and your team know your products best we utilize this knowledge and expertise with ours. Our work is not dependent on working in a single sector and we’ve proven we can grow businesses in a wide range of sectors.
What if I already have a marketing team or work with an agency
We have experience in most sectors. As you and your team know your products best we utilize this knowledge and expertise with ours. Our work is not dependent on working in a single sector and we’ve proven we can grow businesses in a wide range of sectors.
How soon can I expect results?
We have experience in most sectors. As you and your team know your products best we utilize this knowledge and expertise with ours. Our work is not dependent on working in a single sector and we’ve proven we can grow businesses in a wide range of sectors.
What is the cost of your services?
We have experience in most sectors. As you and your team know your products best we utilize this knowledge and expertise with ours. Our work is not dependent on working in a single sector and we’ve proven we can grow businesses in a wide range of sectors.
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