Cosabella - TheGenieLab
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Brand Context & Objectives

Executive Overview

Cosabella’s direct-to-consumer operation spans domestic (USA) and international storefronts. The brand needed a faster, smarter Shopify Store that scales globally, improves product discovery, and converts more efficiently—without compromising visual identity. Over multiple years, TheGenieLab acted as Cosabella’s Shopify Plus Agency, modernizing the stack on Shopify Plus, integrating Searchspring, and running an always-on CRO program backed by rigorous QA, analytics, and SEO fundamentals.

The result: a professional, resilient commerce experience powered by the Shopify API, tuned for mobile performance, and adaptable across locales. Our approach is bluntly simple—ship value, measure impact, eliminate friction—and it compounds.

Where the brand was

Before our engagement ramped, search and merchandising were inconsistent across templates and devices; mobile performance lagged; and international storefronts required coherent localization and governance. Multiple third‑party services (recommendations, loyalty, UGC, and more) added complexity to the theme.

What success meant

  • Unify discovery with Searchspring, delivering relevant search, robust facets, and dynamic merchandising.
  • Lift CVR, RPV and AOV with a disciplined CRO program and controlled A/B testing.
  • Modernize the theme system and release cadence on Shopify Plus, decoupling volatile services via the Shopify API.
  • Localize the journey for EU and other markets while protecting SEO, accessibility, and performance.

Challenge

Technical Complexity: Multi-Store + Searchspring

Cosabella operates multiple storefronts served by shared components, app integrations and a Searchspring‑powered discovery layer. As the system evolved, improvements were coordinated across releases for both US and EU themes, with careful regression testing and performance guardrails.

Program Timeline & Release Cadence

We delivered value continuously, shipping dozens of releases and hotfixes. Representative milestones include:

Structured releases

  • Release 5.8 → 5.9: theme merges and EU parity, CRO rollout, branding page animations, and fixes following a dedicated CRO release on 7 Mar 2023.
  • Release 5.11 → 5.17: new PDP workstreams, account/help center edits, slider library changes, and Searchspring improvements; US/EU QA throughout.
  • Release 5.19.x → 5.25: EU/US theme QA, LCP changes, mobile fixes, gift wrap/cart improvements, and new PDP fixes culminating in coordinated 5.24/5.25 rollouts.
  • Release 1.3 → 1.4 (production): later-cycle work to add Searchspring to the latest theme revision with bug fixes and automation improvements.
Challenge

Approach

Architecture on Shopify Plus & Shopify API

Theme modernization & separations of concern

We elevated the theme to Online Store 2.0 patterns, modularizing sections and decoupling volatile features via the Shopify API. This allowed safe, fast iteration and rollback when experiments ended.

APIs, data, and services

  • Searchspring data feed tuning and collection feature integration into the latest theme—beyond simple JS tags—to better control performance and consistency.
  • Custom collection API path where appropriate to improve control over payloads and caching strategies.
  • Checkout & post‑purchase improvements using Plus features and functions, supporting promotions, bundles, and data capture.

Searchspring: Data, Relevancy & Merchandising

Data model first

We audited and normalized attributes for size, color families, material, fit and bundles to power precise filters and coherent search ranking. We monitored and fixed regressions introduced by Searchspring API changes, and we added Searchspring to the newest theme revisions to keep capabilities consistent across stores.

Relevancy & facets

  • Synonyms and typo tolerance for shopper language.
  • Facet ergonomics on mobile: clear‑all, sticky filters, and sort clarity.
  • Dynamic landing pages for campaigns, inheriting SEO controls.

Merch rules that scale

We codified boosting, pinning and demotion rules that respond to inventory, seasonality, and ratings—minimizing manual effort for merchandisers.

CRO Engine & A/B Testing

Methodology

We ran a permanent experimentation program: hypothesis → design → QA → launch → readout. Guardrails protected SEO and performance, and each winning test was merged to main with a documented changelog.

High‑impact experiments

  • Floating add‑to‑cart on mobile PDPs and sticky CTAs.
  • Quick‑add on PLPs with size visibility and in‑tile availability.
  • PDP gallery controls, pinch‑zoom and swipe behavior for confidence on mobile.
  • Cart & checkout messaging: duties/taxes, gift wrap clarity, and trust indicators.
  • Predictive search and navigation simplification to reduce bounce.

UI/UX Modernization

Navigation & wayfinding

We simplified menu architecture, improved search prominence, and standardized collection headers. Mobile ergonomics were prioritized to reduce taps and cognitive load.

PLP & PDP details

  • Consistent image ratios, color swatches, review meta and price clarity.
  • “Complete the look” pairings and “You may also like” alignments.
  • Size guide pop‑ups in quick‑view and PDP, with fit education.

SEO & Content Architecture

Technical SEO

  • Breadcrumb and collection schema, pagination signals, and canonical hygiene.
  • Locale‑aware URLs and internal links aligning with international stores.
  • Image alt‑text program and structured data for rich results.

Editorial + commerce

We improved on‑page copy for categories and evergreen guides; editorial hubs link to collections and PDPs for authority flow, without keyword stuffing.

Approach

International & Localization

Localized UX

Theme work ensured EU parity with US, addressed translation nuances, and added locale‑aware banners, forms and menu items. We kept language selectors and international links consistent, and fixed region‑specific issues rapidly. Duties/tax messaging and VAT calculations were clarified in cart and checkout to prevent surprises.

Performance & Core Web Vitals

Guardrails and budgets

We enforced performance budgets in CI, preloaded critical images, optimized hero media, and reduced third‑party script cost. Searchspring components were progressively loaded, and we tested alternative integration paths beyond default JS to lower TTI/INP risk.

Metrics we protected

  • LCP: image weights and render path.
  • CLS: reserved dimensions and stable UI.
  • INP: input latency on mobile devices.
International & Localization

Analytics, GTM, and Attribution

We instrumented GA4/Elevar style events across discovery, PDP, cart and checkout, ensuring add‑to‑cart, variant, and bundle actions were captured reliably. We also addressed GTM and event anomalies that can undermine CRO readouts, and standardized event names so merchandising and lifecycle tools speak the same language.

Delivery Management & QA Governance

Cadence

We maintained a steady drumbeat of releases with cross‑store QA, automated checks for regressions, and quick hotfix pathways. Monday boards and internal QA lists drove transparency and speed.

What this looks like in practice

  • Release notes and checklists per theme, per store.
  • Regression suites for gallery/slider, cart, search facets, and translations.
  • Post‑merge performance checks before full rollout.
Analytics, GTM, and Attribution
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