Pela's UX transformation that drove a 38% increase in purchases

Pela, a sustainable tech accessory brand, partnered with Fuel Made to re-platform from a complex headless site to Shopify 2.0. Their goal was to simplify site management, improve conversion rates, and deliver a seamless experience for both new and returning visitors.

  • 48% increase in add-to-cart conversions
  • 38% increase in purchases
Assortment of Pela phone cases
Client Pela
Industry Tech Accessories
Website pelacase.com

Fuel Made's Role

  • Ecommerce Strategy
  • User Experience Design
  • Conversion Rate Optimization
  • Migration to Shopify 2.0
Pela Case desktop and mobile pages on Shopify designed by Fuel Made.
Pela's collection page featuring colorful phone cases

the challenge

Disparity between new and returning visitor conversions

New visitors made up 80% of Pela’s traffic but converted at a rate 59% lower than returning visitors. The site needed to better monetize first-time visitors with a smoother shopping experience.

High product page bounce rates

Despite accounting for one-third of all page views, product detail pages saw high bounce rates, showing the need for improved UX and clearer pathways to purchase.

Underperforming mobile experience

Collection pages on desktop consistently outperformed mobile, revealing untapped opportunity to optimize design for smaller devices and encourage more product exploration.

Pela's improved navigation
Your dedication and professionalism have been instrumental, and we are grateful for the partnership we've built.
Matt Bertulli CEO

Our approach

Migration to Shopify 2.0

We moved Pela away from their headless setup and onto Shopify 2.0, reducing reliance on developers and giving their team the flexibility to update and expand pages with ease.

Enhanced product page experience

We redesigned product detail pages to streamline navigation, making it easy for shoppers to filter by device type, model, or design. This reduced friction and ensured shoppers quickly found the right products.

Scalable site map structure

To support growth, we built a flexible site map that adapts as Pela expands. This empowered the internal team to manage content efficiently while we focused development efforts on conversion-driving optimizations.

Results

  • 48% Increase in add-to-cart conversions
  • 38% Increase in purchases
PDP for green phone case with floral print.
Mother with a pink towel wrapped on her head kisses her baby, who is also wrapped in a mint green Turbie Twist towel.

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