How MTB Labs increased conversions and launched a VIP program for a boutique clothing brand
A 6-year-old women's fashion boutique with both physical and online presence needed conversion rate optimization, product recommendation implementation, and a VIP membership program to drive customer loyalty.
The Challenge
Outdated UX and no loyalty program
The boutique had built a loyal local following but their Shopify store wasn't converting online traffic effectively. Product pages lacked social proof, the navigation was cluttered with 50+ collections, and there was no program to reward their most dedicated customers. The owner wanted to launch a VIP membership ($59/year) offering 10% everyday discounts, 20% monthly specials, and free shipping—but couldn't figure out how to automate the free shipping component for tagged customers.
The Solution
Conversion Rate Optimization I restructured the homepage with clear visual hierarchy, optimized product detail pages with trust badges and urgency elements, and simplified the mega menu navigation inspired by high-converting DTC brands. The cluttered 50+ collection menu was reorganized into a clean, scannable structure.
Rebuy Implementation I configured and styled the Rebuy product recommendation engine across the site, matching the brand's color palette (Charcoal Wool #332F2D) and typography. I implemented "Our Customers' Favorites" and "Complete the Look" widgets with proper inventory display settings to drive additional revenue through cross-sells.
VIP Program Launch The most critical work involved building their VIP membership infrastructure. I created a dedicated VIP landing page following CRO best practices, set up the $59 membership product with customer tagging automation, and solved the free shipping challenge using Shopify's automatic discount rules for tagged customers. This gave VIP members their promised benefits without manual intervention.
Brand Consistency Throughout the project, I updated all section headers, navigation elements, and widget styling to match brand guidelines, creating a cohesive elevated aesthetic that matches their in-store experience.