FantasyOnline
FantasyOnline is known for their premium lingerie—think fine fabrics, beautiful designs and European craftsmanship from France, Austria, Switzerland and Italy.
They’ve been in the South African market for over 7 years. With 12+ partner stores and franchised showrooms they’ve built a reputation for luxury, beauty and comfort.
But behind the scenes things weren’t running so smoothly.
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, Onsite SEO, Technical SEO, Digital Marketing, Content Strategy & Marketing and Conversion Rate Optimisation .
484%
Rise in sales demand
The Challenge
Even with their success FantasyOnline was facing some serious digital hurdles:
- Old Tech: Their WordPress site just couldn’t keep up. It was struggling with orders, lacked modern features and felt clunky.
- Mobile Issues: The site didn’t play nice on phones. That meant lost sales and a smaller reach.
- SEO Issues: Slow pages, broken links and messy metadata meant Google wasn’t impressed and traffic stayed flat.
- Weak Content: With little to engage visitors the brand struggled to connect with their audience online.
- Conversion Issues: The checkout process was awkward. Trust signals were missing. Navigation? Confusing. All of it added up to fewer sales.
Outdated Infrastructure
Out with the Old – In with Shopify
The first step was clear: get rid of the old system.
We moved FantasyOnline off WordPress and onto Shopify—a modern platform built for serious e-commerce.
Then we gave the site a full makeover:
- Faster pages
- Clean navigation
- Smooth checkout
- Easy product updates
Shopify also made it easier for their team to manage orders, track stock and stay on top of updates—all without the technical headaches.
And here’s the big win: the site loads fast, works on mobile and gives customers a seamless shopping experience from start to finish.
No more lost sales. No more frustrating back-end systems. Just a slick, reliable online store that’s ready to grow with the brand.
Mobile Accessibility
FantasyOnline’s old site just wasn’t built for mobile. That was a big problem.
Most people shop on their phones now, and a clunky mobile experience meant missed sales.
Pages were hard to read, buttons were too small, and checkout was a hassle.
As part of the move to Shopify, we built a fully responsive site.
It now works smoothly on phones, tablets, and desktops—no pinching, zooming, or waiting around.
We focused on speed, easy navigation, and a mobile-friendly checkout.
Everything’s designed for thumbs, not mice.
Since the update, mobile traffic makes up 68% of all visits.
Shoppers are staying longer, buying more, and loving the experience. That’s a win in our book.
Technical SEO
The old site was invisible. Slow speeds, broken links, bad metadata—it all added up to poor rankings and lost traffic.
We fixed that. As part of the Shopify rebuild we gave FantasyOnline a full SEO overhaul:
- Shopify tools cleaned up URLs, alt tags and page titles.
- Search Console flagged crawl errors and indexing issues, which we fixed fast.
- Screaming Frog cleaned out dead links and duplicate content.
- PageSpeed Insights guided us in speeding things up—compressing images, minifying code and more.
- SEMrush tracked keywords like “luxury lingerie South Africa” and we’re ahead of the competition.
- Schema markup was added to boost visibility in search results.
We even pulled over old metadata before the switch with Yoast.
The results? Organic traffic up 173%. Google can now crawl and index the site properly and that means more eyes on the brand.
Content Marketing Campaign
Before the rebuild FantasyOnline didn’t have much to say online. No real content. No connection with shoppers. We changed that.
We launched a content strategy to build trust, visibility and showcase expertise in luxury lingerie.
Here’s how we did it:
- Canva for beautiful visuals—lingerie styling tips and collection promos.
- Grammarly for polished blog posts—no typos, no fluff.
- BuzzSumo to find trending topics and what people actually care about.
We wrote blog posts on things like caring for lingerie, how to choose the right fit and seasonal style guides.
Then we pushed those out across Instagram and Pinterest.
The content told the brand’s story and customers listened.
Engagement went up. Traffic spiked. The campaign drove 484% increase in sales demand. FantasyOnline went from quiet to seen.
Conversion Rate Optimization (CRO)
Traffic’s great—but what happens when people get to the site?
On the old platform not much. The checkout process was messy. Navigation was confusing. And trust signals were nowhere to be found.
We fixed that with a conversion focused approach:
- Hotjar showed us where people were getting stuck.
- Optimizely helped us test new layouts, buttons and trust badges.
- Shopify Checkout let us streamline the process into one clean page with multiple payment options.
- Trustpilot brought in verified reviews and credibility.
- We added CTAs, high quality images and trust icons to reassure shoppers.
And the whole thing just feels easier.
The results?
- 22% more conversions
- 37% lower bounce rate
And combined with the other efforts 484% increase in sales demand.
FantasyOnline looks good and converts good. And now it’s a top player in South Africa’s luxury lingerie space.
The Results
In just 6 months EcoSEO’s strategy delivered amazing results for FantasyOnline:
- Organic Traffic: 173% increase in organic traffic due to SEO and higher search rankings for high intent keywords.
- Mobile Engagement: 68% of total traffic is now mobile with 30% increase in mobile conversions due to responsive design and streamlined checkout.
- Conversion Rate: 22% increase in conversion rate due to optimized product pages and trust building features.
- Sales Demand: 484% increase in sales demand due to higher traffic, better user experience and targeted content marketing.
- Bounce Rate: 37% decrease in bounce rate due to better navigation and engaging content.
FantasyOnline is now a leading luxury lingerie brand in South Africa with a strong digital presence that continues to grow.
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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