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Case Studies / Boss Handicrafts
Branding · Shopify · SEO · Performance Marketing

BOSS
HANDICRAFTS

From a WooCommerce store with no brand identity to a premium Shopify experience generating ₹1,93,430 in monthly sales — in five months of structured, end-to-end digital work.

₹1.93L Monthly Sales
₹1.25L Marketing Revenue
12,778 Monthly Sessions
5mo Time to Results
Client
Boss Handicrafts
Industry
Handcrafted Chess Sets
E-Commerce
Platform
WooCommerce → Shopify
Migration
Timeline
5 Months
End-to-End
Scope of Work

Everything WeTouched.

Brand Identity & Logo Design WooCommerce → Shopify Migration Technical SEO Shopify Product Page Design Google Analytics 4 Setup Organic SEO & Keyword Strategy
Where They Started

The StartingPoint.

Boss Handicrafts made genuinely premium handcrafted chess sets — but nothing about their online presence reflected that. The brand, the platform, and the product pages were all working against them.

🎨
No Brand Identity

No logo, no defined colour palette, no typography system. The business had no visual language to build trust or command a premium price point — everything looked generic.

🛒
WooCommerce — Wrong Platform for the Business

WooCommerce was slowing them down — slow page loads, poor mobile experience, complex maintenance, and no native conversion-optimised checkout. The platform was a barrier to growth, not an enabler.

📄
Product Pages That Didn't Convert

Product pages had no structure built around the buyer journey. No dimension tables, no trust signals, no urgency elements, no clear delivery timeline — customers were landing and leaving.

📊
No Analytics — Flying Blind

No GA4, no conversion tracking, no way to know where customers came from or what they did on the site. Every decision was a guess.

Step 01 · Brand Identity

Brand BuiltFrom Scratch.

Boss Handicrafts Logo — designed by Socialzilla
What We Built

Before touching the website, we built the brand. Chess is a game of power, precision, and prestige — the identity needed to communicate exactly that. A crown-and-king logo, a premium gold palette, and a type system that balances authority with craft.

Logo Design — Crown + King chess piece mark
Brand Colour Palette — Gold, Near-Black, White
Typography System — Garet + Playfair Display
Brand Guidelines & Moodboard
Applied across Shopify store, packaging & social
Brand Colours
#E2B96D
Primary Gold · Logo, CTAs
#0E0E0E
Near Black · Backgrounds
#FFFFFF
White · Content & space
Typography
Garet
Logo & Display Headings
Playfair Display
Editorial Body Text
Step 04 · Product Page Design

Designed toConvert.

The new Shopify product page was built around how a chess buyer actually decides to purchase — with every element placed to answer the next question in the buyer's mind before they ask it.

Above The Fold
Boss Handicrafts Shopify product page — above fold
Delivery & Trust
Boss Handicrafts Shopify product page — delivery timeline
Price & Savings

Original ₹13,999 crossed out, sale ₹6,999 shown — immediate value signal above the fold.

Warranty Callout

3-Year on pieces · 6-Month on board — displayed before the buy button, not buried in description.

4 Trust Badges

Free worldwide shipping, 100% handcrafted, cash on delivery, secured payment — visible without scrolling.

Delivery Timeline

Ordered → Express → Standard → Delivered with actual calendar dates — removes purchase anxiety.

Dimension Table

Every piece sized in inches and mm — the #1 question chess buyers ask before purchasing.

Offer Code Strip

EXTRA5 shown on the product page itself — drives higher cart value on orders above ₹10,000.

The Work

Five MonthsOf Execution.

02
🛍️

WooCommerce → Shopify Migration

Migrated the entire store from WooCommerce to Shopify — products, collections, customer data, and order history. Shopify's native checkout, faster load times, and better mobile experience immediately removed friction that was costing sales. Redirects set up for every URL to protect SEO equity built on the old platform.

Full Data Migration 301 Redirects Shopify Theme Setup Checkout Optimisation
03
🔧

Technical SEO Overhaul

Fixed every technical issue holding the site back — meta titles, meta descriptions, heading structure, canonical tags, image alt text, site speed, structured data, and XML sitemap submission. Built a keyword architecture around chess-specific buying intent terms for the Indian and international market.

Meta & Heading Structure Schema Markup Site Speed Sitemap & GSC Canonicals
04
📐

Product Page Redesign — Built to Convert

Redesigned every product page around how a chess buyer actually makes a purchase decision. Added chessmen dimension tables (King, Queen, Bishop, Knight, Rook, Pawn — height and base in inches and mm), wood combination details, trust badges, delivery timeline widget, warranty callout, offer codes, and social proof elements. The page went from flat product listing to a complete buying experience.

Dimension Tables Trust Badges Delivery Timeline Warranty Section Offer Codes
05
📊

GA4 & Conversion Tracking Setup

Built GA4 from scratch — web stream, e-commerce tracking, purchase events, channel attribution, and custom reports. For the first time, the client could see exactly where revenue was coming from: which channels drove sessions, which drove orders, and what the conversion rate was per channel. Data became the basis for every future decision.

GA4 Setup E-Commerce Tracking Channel Attribution Purchase Events
Analytics Data — Last 30 Days

The NumbersDon't Lie.

All data pulled directly from GA4 and Shopify. Last 30 day period — five months after Socialzilla started work.

Total Store Sales (Last 30 Days)
₹1,93,430
↑ 23% growth in sales attributed to marketing
Sales Attributed to Marketing
₹1,25,954
65.1% of total revenue traced to marketing channels
Revenue by Channel
Google Search
638 sessions
₹78,711
16 orders
2.5% CVR
Direct
1,998 sessions
₹65,477
15 orders
0.75% CVR
Facebook
4,619 sessions
₹20,051
8 orders
0.17% CVR
Instagram
5,280 sessions
₹15,195
4 orders
0.07% CVR
GA4 — User Acquisition (Last 28 Days · Jul 15 – Aug 11, 2026)
Total Users
14,496
100% of total
Direct
8,024
55.35% of total
Paid Social
5,569
38.42% of total
Organic Search
385
2.66% of total
Organic SEO

Search VisibilityBy the Numbers.

GA4 organic search data — last 28 days. 332 clicks from 1,938 impressions at a 17.13% average CTR. Top keywords are all branded with strong intent, showing the brand is being searched for directly.

Organic Clicks
332
Last 28 days
Impressions
1,938
Last 28 days
Avg CTR
17.13%
Above industry avg
Avg Position
16.01
Across 399 keywords
Keyword Clicks Avg Position
boss handicrafts 156 (46.99%) #1.01
bosshandicrafts 97 (29.22%) #1.20
boss handicrafts chess 46 (13.86%) #1.00
boss chess 15 (4.52%) #1.40
chess keychain 3 (0.9%) #9.16
chess bag only 2 (0.6%) #1.00
chess boss 2 (0.6%) #6.58
200 or less 1 (0.3%) #1.00
The Results

Five MonthsOf Progress.

Every number here comes directly from GA4 and Shopify. No estimates. No projections.

₹1.93L
Monthly Store Revenue

Total sales in the last 30-day period across all channels — up 23% from marketing attribution alone.

↑ 23% marketing growth
2.5%
Google Search CVR

Google Search conversion rate — 16 orders from 638 sessions, generating ₹78,711. The highest converting channel.

↑ Highest CVR channel
399
Keywords Ranking

399 unique search queries generating organic impressions — brand terms ranking at position 1.01, showing strong brand search intent.

↑ From near zero
Product Page Design

Built AroundThe Buyer.

A chess buyer making a ₹6,999–₹14,000 purchase needs more information than a typical e-commerce product page provides. We rebuilt every element around the specific questions a chess buyer asks before committing.

♟️

Chessmen Dimension Table

King, Queen, Bishop, Knight, Rook, Pawn — height and base in both inches and mm. The single most requested information by serious chess buyers.

🪵

Wood & Material Details

Wood combination, dark piece material, light piece material — all specified clearly so buyers know exactly what they are getting.

🛡️

Warranty Callout

3-year warranty on pieces, 6-month on board — displayed prominently above the fold so buyers see it before they need to look for it.

🚚

Delivery Timeline Widget

Ordered → Express Delivery → Standard Delivery → Delivered — with actual calendar dates shown. Removes the biggest anxiety in online furniture/craft purchases.

🏆

Trust Badge Strip

Free worldwide shipping, 100% handcrafted, cash on delivery, secured payment — four badges, above the fold, visible without scrolling.

🏷️

Offer Code Display

EXTRA5 — 5% off on orders above ₹10,000 — shown on the product page itself so buyers with large carts have a clear reason to complete purchase.

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