How a one-person Shopify store fixed its checkout and tripled its orders in six months
Founded by Amanda Zoccia, Cosy London was born out of a personal determination to find a comfortable sleep mask. Amanda has since grown her brand into a global sleep ritual space, offering quality, ethnically manufactured sleep and meditation products for a good night’s (and days!) rest.
And she’s done it completely solo. She runs everything herself, from sources and packaging to manufacturing and marketing. Thanks to her Instagram content saviness, traffic to her new brand was not the problem.
But, converting all that traffic into shoppers was a real, but very relatable, struggle. A struggle she couldn’t quite put her finger on.
I can almost see the problem. I don’t have a clue how to fix it.
Amanda — Founder, Cosy London
So what was a solo entrepreneur supposed to do, when she was on too tight a budget to be farming out strategies to agencies, but needed the strategies to increase her sales — and her budget — to grow?
The Fix
My Funnel and Journey Program! A full audit strategy consultation, over eight 1:1 sessions over 10 weeks, working through one funnel station at a time. I looked at her data, her niche and her products to find where it’s leaking, and then took her through customised strategies with how-tos to fix it.
If you’re confused by or new to the concept of stations, I outline it in more detail here. But basically, it’s an updated way of looking at how your shoppers find your store (or don’t) and which station they get off at.
The Audit
Before any work started, I walked the journey to the store and the Shopify site the way a customer does: search, homepage, product page, checkout, and everything that should happen after the sale. It looked a little bit like this:
- Pulling 12 months from Shopify, GA4, Search Console, Klaviyo and Hotjar.
- Mapping every stage from first visit to repeat purchase
- Finding the biggest leak in the eCom buyer journey
- Tracing the causes of leaks in each of her stations
- Ranking fixes by effort vs revenue impact (to keep things lean and manageable for a small online store business)
The leakiest station
For Cosy London this meant a homepage that never showed products, abandoned cart flow that fired before email capture, international visitors hit a shipping wall at checkout.
What we worked on at each station
Over eight sessions we worked through the seven stations in the order a customer meets them. We looked at exactly where she was losing passengers on the buyer journey and the custom strategies she could do to plug her leaks at each station.
Discovery
Visitors arrived with no way to tell which channel sent them. Ads had been switched on and off, and the QR codes on giveaways pointed at the wrong page.
- Search and keywords
- Social, PR and word of mouth
- Paid ads and QR codes
- Landing pages and first-visit homepage
Try it yourself. Give your next social post its own discount code and see if anyone uses it.
Consideration
Visitors arrived and stayed, but the homepage opened with the founder story and the products sat a long way down, so people hunted through the navigation or left.
- Homepage order and scroll depth
- Collection and product discovery
- Navigation and search
- Blog, About and email signup
Try it yourself. Open your homepage on your phone. If you cannot see a product without scrolling, move one up.
Purchase
Every colour had its own page repeating the same description, the add-to-cart button did not stand out, and customers outside the UK could not complete an order at all.
- Product pages and merchandising
- Add-to-cart and cart
- Checkout flow and payment methods
- Shipping costs and delivery detail
Try it yourself. Place a test order from another country, or ask a friend abroad to. You will find problems.
Post-purchase
Nothing followed the order confirmation. No thank-you, no guidance on using the product, no request for a review.
- Confirmation and shipping emails
- Packaging, inserts and unboxing
- Care instructions and support pages
- Review requests and returns
Try it yourself. Write the email you would want three days after buying your own product. That is your first flow.
Repeat purchase
A quarter of customers had bought more than once, but nothing invited them back. Candles run out; sleep masks do not. The store treated them the same.
- Replenishment reminders
- Product categories by repurchase cycle
- Subscription and reorder options
- Wishlists and recommendations
Try it yourself. Split your products into "runs out" and "lasts". Only the first list needs a reminder email.
Retention
Amanda emailed her list for a launch or a discount and nothing else, and each email took a day to build from a blank page.
- Email flows and sending rhythm
- Audience segments
- Loyalty and win-back campaigns
- Account pages and reorder prompts
Try it yourself. Send one email a month that sells nothing. A tip, a story, or a new use for what they bought.
Advocacy
The main product had two reviews. Nobody was being asked, and the review link did not take customers to the right form.
- Review requests and widgets
- Referral and friend-gets-friend
- UGC, tags and social sharing
- Gifting and gift cards
Try it yourself. Email your last twenty customers today and ask for a review. Most stores never ask.
The three top fixes
Every station got work, but here are the four changes that did most in terms of helping to plug those leaks. The ones where potential customers get off before reaching the purchase station.
The idea was to give Amanada big brand ideas that could be implemented on a small brand budget — so none of it needed a developer, a rebrand, or another pound spent on traffic.
1. Making her checkout much more inclusive.
We added transparency and clarity to the cart and the checkout pages. Amanda included NotOnTheHigh Street store for EU shoppers and turned on international payments and shipping for other global shoppers looking for quality sleep masks. (Before that, anyone outside the UK hit a checkout that would not complete, so every visit from abroad was a dead end.)
2. The homepage Got a BIG Shuffle
We reordered it so a product sits in the first screen and the blog links straight through to the shop. Before that it opened with Amanda’s story and the shop started three screens down.
Products used to be the seventh section down the page. They are now the second, so nobody has to scroll to find one. Here’s the side-by-side comparison.
A new navigation strategy was put in at the same time. That sits across the whole site, so it is not part of this page order.
3. Every order is followed by an email
Email is still one of the most cost-effective marketing tools for eCommerce, yet it’s either overutilized (spammy) or underutilized. With Amanda and Cosy London, it was the latter.
During our program, we built a short post-purchase sequence that thanks the customer, shows them how to use what they bought, and asks for a review. As well as:
- A welcome series for new newsletter subscribers
- A nurturing series for new shoppers
- A re-engagement series for non-buyers
She also put a regular monthly send, product launches and restock notices on her schedule.
Overall Results
In the nine months of the program, the store tripled orders and tripled traffic, and more of the people arriving went on to buy. January through September: 2025 against 2026.
| Measure | Change | |
| Orders | +264% | |
| Store visits | +203% | |
| Search clicks | +112% | |
| Conversion rate | +43% |
Store figures from Amanda’s Shopify reports. Search clicks from Google Search Console.
How Amanda DIY-ed her Shopify conversion strategy on a tight budget.
Amanda already knew most of what was wrong with her store. What she did not have was the order to fix it in, which is why a year of effort had gone into traffic while the checkout quietly turned customers away.
The audit gave her that order. Each session decided one thing, she built it herself in the tools she already paid for, and the next session checked it before moving on. No developer, no agency, no new platform.
That is also why it held. The store is still running on systems she built and can change on her own, and the later stations, repeat purchase and referral, are only three months old. Orders took six months to move. We expect the same from those.
Amanda did this through the Funnel and Journey Program. If your store has the visitors and not the orders, that is where to start.
