The challenge
Jorbel is an Alberta-designed premium denim brand built on a narrow, deliberate range — straight-fit stretch jeans in a handful of washes, plus tees, polos, hoodies and hats. A tight catalogue is a strength in the room and a problem online: with a dozen products there is nothing for a shopper to browse their way into, so the store has to sell on fit, fabric and confidence rather than on assortment. The other risk in denim is sizing. Fit uncertainty is the single largest cause of abandoned denim carts and of returns that quietly erase the margin on the ones that do convert.
What we did
- Built the storefront around the product story rather than the catalogue size — fabric composition, the cotton-rich stretch blend, construction detail and fit engineering given real estate on the product page instead of a specification table at the bottom.
- Made the risk-reversal offer part of the buying flow, not the footer: free first-size exchanges, 30-day returns and the free-shipping threshold surfaced at the point where a first-time buyer hesitates over size.
- Designed a clean, high-contrast theme that puts denim photography at full width, with wash selection handled visually so the difference between dark blue, faded and classic is obvious without reading.
- Built the 3-Pair Bundle as a first-class merchandising unit rather than a discount code, giving the brand a natural average-order-value lever on a catalogue with few cross-sell opportunities.
- Set up the first-order incentive as an email capture tied to the flow, so acquisition spend on a narrow range compounds into a list instead of stopping at a single transaction.
- Configured the store for the Canadian market — CAD, domestic shipping thresholds and returns — with the structure in place to add further regions without rebuilding the theme.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.