Michael Malul Shopify Migration Case Study

Fragrance

Michael Malul London is a fast-growing luxury fragrance brand. Its WordPress store had become clunky and slow, held together by a patchwork of plugins.

Electric Eye moved the store to Shopify on the Palo Alto theme, kept the brand's design direction, and built custom gift-with-purchase logic and a counterfeit protection page without disrupting day-to-day operations.

Client

Michael Malul

Industry

Fragrance & Beauty

Timeline

6 Months

Services

Migration

Design & Development

Optimization

Platform

Shopify

Key Technologies

Development, Bundles, Upsells, & Cross-sells, A/B Testing, Analytics & Tracking, and User Behavior

The Challenge

The old site felt outdated and clunky. WordPress could no longer keep up, and a patchwork of "Frankenstein" plugins was:

Slowing performance
Complicating upkeep
Making even simple edits difficult

The move had to happen without disrupting a live business that also sells on Amazon, through B2B and at kiosks.

Summary

Michael Malul came to Electric Eye to move their fragrance store off WooCommerce and onto Shopify, their second site built with us.

We redesigned the store on the Palo Alto theme, migrated orders, customers and products with 301 redirects, and built the custom features the brand needed. The store launched without disrupting operations, and Electric Eye has continued on as their retainer partner.

Problem

Michael Malul was running on WooCommerce and needed off it without disrupting ongoing operations.

Their product pages, gift-with-purchase offers and counterfeit protection page all needed custom development, and they wanted a team that would keep improving the site after launch.

Solution

What we built:

A Palo Alto theme redesign that kept the brand's design direction
Full catalog migration with historical orders, customers and 301 redirects
Custom gift-with-purchase logic and a bundle builder
An authenticity verification page
Collection pages that show variants and a product page upsell module
Sold Out and Notify Me, plus a Last Chance page
Klaviyo, Gorgias and Loop Returns kept connected

Project Objectives

Migrate Off WooCommerce

Move the full catalog and storefront to Shopify without disrupting ongoing operations.

Build Custom Gift Logic

Support tiered gift-with-purchase offers tied to cart thresholds.

Protect the Brand

Build a customer-facing authenticity verification page to address counterfeit concerns.

Keep Improving After Launch

Move into a retainer focused on conversion rate and average order value.

Our Strategy

Phase 1

Discovery

A pre-project brief and site review, with a plan to keep the brand's existing design direction.

Phase 2

Design & Build

Palo Alto theme with custom collection pages, a product page upsell module, gift-with-purchase logic and an authenticity page.

Phase 3

Migration & Launch

Historical orders, customers and products moved over with 301 redirects, with Klaviyo, Gorgias and Loop Returns kept connected.

Phase 4

Retainer

Working through the post-launch backlog, setting up analytics and improving conversion rate and average order value.

Key Test Wins

Full-length screenshot of the Michael Malul homepage

WooCommerce to Shopify

Zero-Disruption Migration

Migrated the full product catalog, order history and customer data off WooCommerce and onto Shopify without disrupting Michael Malul's day-to-day operations.

Result:

Smooth launch, no downtime

Screenshot of a Michael Malul fragrance comparison row

Variant-Aware Collections

Every Size, Right on the Collection Page

Collection pages show each fragrance's sizes right on the product card, so shoppers can compare scents and pick a size without opening every product page.

Result:

Fewer clicks from browsing to cart

Screenshot of a Michael Malul product page with a sample set

Authenticity verification page

Built-In Counterfeit Protection

A custom authenticity verification page lets customers confirm they're holding genuine product, addressing a real counterfeit problem in the fragrance space.

Result:

Live on the new site at launch

Technology & Tools Used

Development

Shopify Liquid, custom JavaScript, Palo Alto theme

Bundles, Upsells, & Cross-sells

Flex Bundles

A/B Testing

Intelligems

Analytics & Tracking

Google Analytics 4, Shopify Analytics, Triple Whale

User Behavior

Heatmap, UserTesting

"Working with Electric Eye has been a great experience for us. This is our second site with them, and the continued partnership really speaks to the impact they've had on our growth. The team are highly skilled professionals, while also being incredibly thoughtful and easy to work with. It truly feels like working with an extension of our own team."

Key Learnings & Takeaways

Replace the Patchwork

A clean Shopify build beats a stack of plugins that slows the site and every edit.

Custom Where It Counts

Gift-with-purchase and authenticity verification were worth building custom.

Launch Is the Starting Line

The backlog of ideas from the build became the retainer's first priorities.

Explore More Work

Our Core Services

Optimization
Design & Development
Migrations to Shopify

Our Optimization Process

Data Collection
Assessment & Prioritization
Planning & Phase Gating
Design & Implementation
Testing & Learning
Decision & Execution
Analysis & Iteration