The SōL Collective - TheGenieLab
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Project Overview

TheSolCollective is a style‑forward retail brand with a vibrant brick‑and‑mortar presence and an evolving digital storefront. They run their catalogue and in‑store checkout on Shopify POS, while commerce and content live on their Shopify Store. As growth accelerated, their leadership wanted a professional, performant experience that converts as well as it looks—online and in person. They engaged TheGenieLab, a seasoned Shopify Agency, for an ongoing modernization program across UX, technical SEO, analytics, reviews, and conversion.

Goals

  • Modernize the Shopify Store to match brand polish while reducing friction across the buyer journey.
  • Tighten technical foundations—SEO, schema, analytics, and data integrity—to improve discoverability and measurement.
  • Leverage social proof at scale via Google reviews and product reviews, and route them to the right touchpoints.
  • Harmonize online and in‑store experiences with Shopify POS, ensuring account, loyalty, and returns logic stays consistent.

How We Worked Together

Embedded collaboration

We ran a shared delivery board for priorities, estimates, and approvals, holding regular check‑ins to review live changes and next steps. Small, frequent releases kept risk low and momentum high—the team could watch improvements land in production weekly.

Design systems thinking

Visual elements—cards, carousels, badges, copy blocks—were standardized and then reused across pages. This sped development and ensured a coherent aesthetic. We also tuned micro‑interactions (like spacing and alignment) on tablet and mobile to respect content density without sacrificing readability.

Privacy‑first analytics

We ensured tracking adhered to consent and accuracy. Fixes to GA4, Tag Manager, and pixel placement cleaned the dataset, so campaign reports reflect reality— no more “ghost” events or missing conversions.

Selected Deliverables

  • New PDP modules: Complete the Look, Shop the Look, Size & Fit notes, Eco‑friendly tab, Model section, Snapshot page with video embeds.
  • Account re‑architecture: activation for legacy accounts, responsive mobile layouts, clearer copy, improved validation.
  • Returns unification: Order Returns app with policies aligned to Shopify POS.
  • Social proof: Google Reviews and enhanced product review fields; buyer‑only prompts.
  • Operational fixes: accessibility statement, favicon, phone link, Pinterest scoping, promotion bar redesign.
  • Data integrity: GA4/Tag Manager corrections, pixel verification, Search Console 404 remediation.
  • Conversational tools: chatbot design and configuration to route common pre‑purchase questions.

Challenge

TheSolCollective needed their Shopify store to reflect the premium quality of their brand. The goals were clear:
  • Ship improvements quickly, without downtime
  • Enrich the product detail experience to drive engagement and AOV
  • Reduce friction across accounts, checkout, and returns
  • Build trust through reviews and social proof

  • Ensure clean, reliable analytics to drive informed decisions
Challenge

Approach

1. Ship Value in Increments

We avoided a disruptive full-site redesign by developing a month-by-month delivery roadmap. Each sprint focused on low-risk, high-impact updates—deployed, tested, and iterated weekly—delivering consistent customer-facing progress.

2. Make the PDP Do More Work

The product detail page was upgraded to drive deeper engagement and faster decision-making. We added:

  • “Complete the Look” and “Shop the Look” modules
  • Size & fit notes (via metafields), eco-friendly flags, and model snapshots
  • Embedded product videos to showcase real-world usage

3. Remove Friction in Accounts, Checkout & Returns

Key account flows were redesigned:

  • Simplified sign-in and legacy account activation
  • Mobile-optimized layouts and field validations
  • Returns unified through the Order Returns app across both web and Shopify POS

4. Build Trust with Reviews—Google & Product

We embedded:

  • Google Reviews for store-wide credibility
  • Custom product review fields highlighting shopper-prioritized attributes
  • Contextual display logic to surface relevant reviews on PDPs and landing pages

5. Measure Everything, Cleanly

Data was cleaned and standardized:

  • Audited and fixed GA4, Tag Manager, and pixel tracking
  • Resolved Search Console 404s
  • Standardized UTM usage to improve campaign tracking

Built in alerts to flag “no recent data” errors proactively

Approach

Solutions Delivered

Experience & Merchandising

  • “Complete the Look” and “Shop the Look” across PDPs, homepage, and stylist pages
  • Model & Snapshot modules with real-life styling guides
  • Quick Buy popups to reduce friction
  • Eco attributes and fit notes via metafields
  • Stabilized video and media gallery performance

Trust & Social Proof

  • Google Reviews integration
  • Enhanced product reviews with verified buyer prompts
  • Clean, non-intrusive promo banners to preserve UX

Accounts, Checkout & Loyalty

  • Rebuilt account flows, including legacy activation support
  • Mobile-first design and validation enhancements
  • Returns standardized through Order Returns app
  • Customer tagging (e.g., style preferences like heel height) for future personalization

Performance & Accessibility

  • Accessibility improvements (statement, plugin, phone links, Pinterest controls)
  • Device-specific QA across desktop, tablet, and mobile
  • Shopify support coordination to resolve glitches and misrouted links

Data & Analytics

  • GA4 and Tag Manager fully audited and corrected
  • Tracking pixels normalized and verified
  • Search Console cleanup to maintain crawl health

Improved reporting and campaign data tracking

Solutions Delivered

Impact

TheSolCollective’s Shopify store now performs and feels as elevated as their brand identity.
  • Engagement: PDP enhancements increased session depth and encouraged outfit exploration
  • Conversion Readiness: Quick Buy and frictionless account flows shortened the path to purchase
  • Trust Signals: Verified reviews and Google integration improved customer confidence
  • Operational Efficiency: Unified returns and account systems reduced support load and synced web + in-store workflows

“Shoppers can now build outfits quickly, understand fit at a glance, and trust their purchase—while the internal team works with a streamlined, unified system.”

Impact
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