FantasyOnline
FantasyOnline specializes in premium lingerie, featuring high-quality materials and exquisite designs imported from France, Austria, Switzerland, and Italy.
Operating for over seven years in South Africa, the brand is synonymous with beauty, elegance, and comfort.
With more than 12 partner stores nationwide and a mix of franchised showrooms, FantasyOnline continues to redefine luxury apparel for its customers.
Lead Time: 6 Months
Sector: eCommerce (Luxury Apparel)
Target Type: B2C
Demographic: Women aged 25-45 seeking premium lingerie, with a focus on urban areas in South Africa.
Website Goal: Increase online sales, improve mobile accessibility, and expand digital reach.
Services: Mobile Optimization, SEO, Digital Marketing, Content Strategy
484%
Rise in sales demand
The Challenge
Despite its success in the South African market, FantasyOnline faced significant hurdles in its digital operations:
- Outdated Infrastructure: The old WordPress platform struggled to handle new orders and lacked modern interface solutions.
- Mobile Accessibility: The online store was not optimized for mobile users, significantly limiting reach and conversions.
- Technical SEO: Slow load times, inadequate metadata, broken links, and poor crawlability hindered organic traffic growth.
- Content Marketing Campaign: A lack of engaging content limited audience connection, trust-building, and brand authority.
- Conversion Rate Optimization (CRO): Friction in the checkout process, missing trust signals, and poor navigation reduced conversions.
Outdated Infrastructure
FantasyOnline’s previous website, built on an outdated WordPress platform, was no longer sufficient to support the growing needs of the business.
The platform’s limitations made it challenging to process orders efficiently, manage inventory, and integrate modern eCommerce tools.
The outdated system also negatively impacted site speed and overall user experience, leading to missed opportunities in a highly competitive market.
EcoSEO migrated FantasyOnline’s website from WordPress to Shopify, a robust eCommerce platform designed to handle the demands of a growing business.
This migration included redesigning the website for improved performance and equipping it with modern tools for seamless inventory management, payment processing, and user navigation.
Shopify’s intuitive interface allows for effortless management of orders, inventory, and updates.
The platform's scalability ensures FantasyOnline can adapt to future growth without additional infrastructure overhauls.
The move to Shopify has eliminated operational inefficiencies and provided FantasyOnline with a high-performing, future-ready platform.
The updated infrastructure ensures faster load times, smoother navigation, and enhanced customer satisfaction.
Mobile Accessibility
The old WordPress site was not mobile-friendly, which significantly impacted customer engagement and conversions.
With mobile devices dominating online shopping trends, FantasyOnline’s lack of mobile optimization was a critical issue.
As part of the Shopify migration, we implemented responsive web design principles to ensure the site worked seamlessly on all devices.
The mobile-friendly design focused on speed, ease of navigation, and a simplified checkout process tailored for touch-based devices.
The responsive Shopify website dynamically adjusts its layout and features based on the user’s device, offering a consistent experience across smartphones, tablets, and desktops.
Mobile traffic now accounts for 68% of total visits, with significant improvements in engagement and conversions.
Customers can browse, shop, and checkout effortlessly, resulting in increased sales and customer satisfaction.
Technical SEO
The outdated WordPress site lacked the SEO capabilities required to compete in search engine rankings.
Issues such as slow load times, inadequate metadata, broken links, and poor crawlability hindered organic traffic growth.
During the migration to Shopify, we conducted a complete technical SEO overhaul using the following tools:
- Shopify SEO Dashboard: Leveraged built-in tools to optimize metadata, alt tags, and URL structures for all product and category pages.
- Google Search Console: Identified and fixed crawl errors, submitted sitemaps, and monitored indexing performance.
- Screaming Frog: Conducted a site audit to detect and resolve broken links, duplicate content, and redirect issues.
- Google PageSpeed Insights: Analyzed and improved site speed by compressing images, minifying CSS/JavaScript, and enabling lazy loading.
- Semrush: Performed keyword research and tracked rankings for high-intent terms like “luxury lingerie South Africa,” while monitoring competitor SEO performance.
- Yoast SEO (pre-migration): Used on the old WordPress site to export existing metadata for seamless transition to Shopify.
- Schema App: Implemented structured data for products, reviews, and business information to enhance rich snippets in search results.
With the new SEO foundation, search engines can better crawl and index the site. Structured data and improved metadata help FantasyOnline rank higher for relevant keywords, driving more organic traffic.
Organic traffic increased by 173% post-migration. The Shopify platform's enhanced SEO capabilities ensure FantasyOnline continues to attract high-quality traffic, boosting visibility and sales.
Content Marketing Campaign
FantasyOnline lacked a robust content strategy, which limited its ability to connect with its audience, build trust, and establish itself as a leader in the luxury lingerie market.
EcoSEO launched a targeted content marketing campaign using:
- Canva: Created visually appealing social media posts and email campaign graphics showcasing lingerie collections and styling tips.
- Grammarly: Ensured high-quality, error-free blog content for topics like lingerie care, fit guides, and fashion trends.
- BuzzSumo: Identified trending topics in the lingerie and fashion space to inform blog and social media content strategies.
The campaign included blog posts on lingerie care tips, styling guides, and buying advice, alongside Instagram and Pinterest posts highlighting FantasyOnline’s premium collections.
The content strategy highlights FantasyOnline’s expertise while providing value to its audience.
Blog posts and social media campaigns increase customer engagement, drive traffic to the site, and build brand authority in the luxury lingerie market.
The campaign significantly improved customer engagement and brand visibility.
Combined with SEO efforts, it helped attract a broader audience and increase sales demand by 484%.
Conversion Rate Optimization (CRO)
Despite generating traffic, the old WordPress site faced issues converting visitors into buyers.
An outdated checkout process, lack of trust signals, and poor navigation created friction points in the buyer journey.
EcoSEO implemented a comprehensive CRO strategy using:
- Hotjar: Analyzed heatmaps and user recordings to identify navigation pain points and optimize product page layouts.
- Optimizely: Conducted A/B testing on checkout flows, CTAs, and trust badges to determine high-performing variations.
- Shopify Checkout: Streamlined the checkout process with one-page checkout and multiple payment options (e.g., PayFast, credit cards).
- Trustpilot: Integrated customer reviews and trust badges on product pages to build credibility.
The strategy simplified the checkout process, added trust signals (e.g., secure payment icons, return policies), and optimized product pages with clear CTAs and high-quality images.
Shopify’s streamlined checkout process, combined with trust-building features and intuitive navigation, ensures a seamless and secure shopping experience for users.
The CRO strategy resulted in a 22% increase in the conversion rate and a 37% reduction in bounce rate.
The improved shopping experience and trust-building features contributed to a 484% rise in sales demand, cementing FantasyOnline’s position as a leader in the luxury lingerie market.
The Results
In just six months, EcoSEO’s strategic efforts delivered transformative outcomes for FantasyOnline:
- Organic Traffic: A 173% increase in organic traffic, driven by enhanced SEO and improved search rankings for high-intent keywords.
- Mobile Engagement: Mobile traffic surged to 68% of total visits, with a 30% boost in mobile conversions due to responsive design and streamlined checkout.
- Conversion Rate: A 22% increase in conversion rate, supported by optimized product pages and trust-building features.
- Sales Demand: A remarkable 484% rise in sales demand, fueled by higher traffic, better user experience, and targeted content marketing.
- Bounce Rate: A 37% reduction in bounce rate, reflecting improved navigation and engaging content.
These results solidified FantasyOnline’s position as a leading luxury lingerie brand in South Africa, with a robust digital presence that continues to drive growth.
Technical Tools:
Google Search Console, Screaming Frog, Shopify SEO Dashboard, Schema App and Semrush
SEO Services
Technical SEO, Mobile Optimisation, Content Marketing and Conversion Rate Optimization (CRO).
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