A custom theme, not a template
We replaced the tweaked off-the-shelf theme with a custom Online Store 2.0 theme, built to the brand direction and our CRO expertise, not a skin over someone else’s layout.
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Case study · Redesign
From a sneaker shop to the edit for how you move.
Sneakerology was selling sneakers on a lightly tweaked theme that looked like everyone else. We rebuilt it into a custom, conversion and content-led marketplace, and broadened the range from sneakers into running, activewear, yoga and health.
sneakerology.com.au
2,800+
Products curated
40+
Brands compared
6
Departments
4.6
Customer rating
The brief
A store boxed in by its own theme.
Sneakerology sold sneakers on a lightly tweaked, off-the-shelf theme. It looked like a hundred other stores, and its navigation split everything into Mens, Womens and Kids, a structure that fought the way people actually shop for how they move.
The catalogue was ready to grow well beyond sneakers, but the storefront had no room for it, and nothing to make shoppers stay, compare, or come back.
The idea
Stop selling shoes. Start selling how you move.
We repositioned Sneakerology from a sneaker shop into a curated marketplace: the edit for how you move. One place to compare thousands of products across the best brands, and buy direct with no markup.
That single idea reshaped everything after it: the navigation, the range, the design, and a new content engine built to earn search and repeat visits.
- →From Mens / Womens / Kids to activity-led departments
- →From one category to six
- →From a storefront to a storefront plus editorial hub
What we built
Rebuilt from the theme up, CRO baked in.
The same team that audits stores against a 304-point CRO checklist rebuilt Sneakerology from the ground up, with those lessons in from day one.
Activity-led architecture
Six departments, Sneakers & Footwear, Running, Activewear, Yoga, Health & Nutrition and Accessories, replaced the old gendered split so the store maps to how people shop.
Conversion built in
A trust bar, daily price checks, deal badges and a tighter path to buy, all pulled from the CRO checklist and wired into every template.
A content engine
The Edit, an editorial hub of buying guides and deep dives that earns organic and AI-answer visibility and gives shoppers a reason to return.
Before and after
Same brand, a sharper, modern store.
The old store led with a generic carousel and gendered grids. The new one is movement-led, faster and built to convert.
The old home led with a generic carousel and gendered grids. The new one opens on a movement-led hero, department tiles across the range, trending products and live deals.
A cleaner, faster collection page with comparison, buy-direct pricing and the broader activity-led range, not just sneakers.
A modern product page built for conversion: clear pricing, proof and a tighter path to buy.
New: the content engine
An editorial hub that earns search and repeat visits.
The rebuild added The Edit, a hub of deep dives, buying guides and trend reports across the range. It makes Sneakerology the place to decide what to buy, drives organic and AI-answer visibility, and gives shoppers a reason to come back.
- ✓Buying guides and deep dives wired for AEO and SEO
- ✓Topic tags spanning every new department
- ✓Newsletter capture to grow owned audience
The result
A marketplace that looks the part and earns its traffic.
Sneakerology went live as a fast, custom store that reads as an established marketplace, not a themed sneaker shop. The activity-led range, buy-direct pricing and comparison give shoppers a reason to choose it, and The Edit keeps them coming back.
It is the same playbook we bring to every build: strategy first, custom design, conversion baked in, and content that compounds.
Want a store like this?
New brand or redesign, we design and build fast, custom, conversion-led Shopify stores. Tell us about yours and we’ll send a scope and a fixed quote.