Swiss Smile Beauty - a store rebuild that started making real money
Swiss Smile Beauty is an online store selling premium toothpastes made in Switzerland. The client came with a problem familiar to many e-commerce owners - the store existed, the products were good, but sales were going nowhere. Monthly revenue was stuck around 5 000 PLN regardless of how many products were added. In October 2023 I started rebuilding the store from scratch. Six months later it was making 30 000 PLN a month.
- x6revenue growthfrom 5 000 to 30 000 PLN per month
- +15%returning customersdriven by the review points module
- 3 mo.delivery timefrom approved design to launch
- 96/100PageSpeedBest Practices score by Google
Where the money was leaking
The store was live but it was not converting. The old layout did not match the premium brand image. The checkout process had too many steps and too many distractions. A customer who lands on a store like that once rarely comes back a second time.
On top of that the store loaded slowly, the product feed was misconfigured so Google was not indexing products the way it should, and the contact form was getting flooded with spam. Each of these issues alone is a problem. Together they were burning through sales potential every single day.
What I changed and why it worked
A new look built for a premium brand
I designed and built a new WordPress theme from scratch. No templates, no shortcuts. I wanted the store to visually communicate the same thing as the product itself, quality and trust. A store selling Swiss premium toothpaste cannot afford to look average.
A simpler purchase flow
I mapped the full customer journey from landing on the store to completing an order. There were too many steps and too many elements pulling attention away from the buy button. I simplified the flow so that the decision to purchase was as easy and fast as possible.
A loyalty system that brings customers back
I implemented a loyalty program integrated directly with WooCommerce. Customers earn points on every purchase and redeem them as discounts on the next one. A simple mechanic but highly effective, because it gives a concrete reason to return to this store instead of looking for something cheaper elsewhere.
A custom review points module
I built this feature from scratch as a standalone module. After each purchase customers get the option to leave a review in exchange for bonus points. The result was measurable, the number of returning users grew by 15%. On top of that the store started collecting reviews that build trust with new customers.
A faster store means more sales
Performance optimization is one of those things that makes a real difference but customers never see it directly, they only see the results. Every second of delay is a real loss in conversions, especially on mobile. After the changes the store scores 90 for performance and 96 for best practices in Google PageSpeed Insights.
Product feed and Google visibility
I configured the product feed using WooCommerce hooks so Google could correctly read the entire catalog. This directly translated into better product visibility in search results.
Spam eliminated
The store was being regularly hit by automated bots that were polluting the database and risked damaging the domain reputation. I implemented the right protections and eliminated the problem completely.
Results after six months
Six months after launch the store looks different, works differently and earns differently.
- Monthly revenue grew from 5 000 PLN to 30 000 PLN
- 15% more customers returning after their first purchase
- Full project delivered in 3 months from approved design
- The collaboration is ongoing, with the store being continuously updated to reflect changing legal requirements and AI-driven improvements
Technologies
- WordPress
- Custom Theme (PHP)
- WooCommerce
- Custom PHP Modules
- Google PageSpeed
- Hooks API