Original Deeds Rum had built a strong brand and loyal customer base, but its direct-to-consumer site was underperforming. They knew that without a smoother path to purchase, growth would remain limited. With more visitors landing on the site each month but too few converting, the challenge was to improve the DTC journey and unlock more value from the traffic they were already generating.
Original Deeds Rum
Shopify development & CRO, SEO
+90%
Conversion rate
+32%
Online store sessions
+137%
Online sales
The challenge
What we did
We ran a focused optimisation sprint on their Shopify store. The work centred on simplifying the customer journey and ensuring the site encouraged conversion at every stage. This included refining product detail pages, installing and configuring key CRO features, and streamlining the checkout flow to reduce drop-offs. We also improved site structure and metadata to support search visibility and long-term discoverability.
The result
Within the first 30 days after launch, the results were clear. Conversion rate rose by around 90%. Total sales grew by 137% compared to the previous period, and overall sessions increased by 32%. These improvements demonstrated how targeted optimisation can make an immediate impact, giving Original Deeds Rum a stronger foundation to scale its DTC channel and drive sustainable growth.
