Full Technical & UX Audit
Before anything else, we audited the entire store — page load speeds, Shopify theme file structure, app conflicts, checkout flow UX, and mobile rendering. The audit surfaced over twenty actionable items, which we prioritised into a phased delivery plan. This foundation document drove everything that followed.
Theme Rebuild & Soft Relaunch
We didn't rip out the existing theme — that would have been disruptive and unnecessary. Instead, we redefined it. We standardised the design system, rewrote key Liquid template sections, and introduced custom JavaScript to handle interactions the theme couldn't support natively.
SEO Architecture
We approached Giftii's SEO the way you'd approach building a house: structure first, everything else after. The work covered keyword research across gifting occasion verticals — birthday, anniversary, Valentine's, Rakhi — followed by on-page metadata across all product and collection pages, schema markup for products, breadcrumbs and FAQs, an internal linking architecture connecting collections to blog content, and a content brief strategy designed to build topical authority over time.
Every piece of SEO content was briefed and executed with genuine care. We wanted search relevance to feel earned, not manufactured.
Meta Ads — Valentine's Campaign
The first major paid push was timed around Valentine's Day 2023 — one of the highest-intent gifting windows in the Indian e-commerce calendar. We built the campaign from the creative brief upward: audience segmentation, creative variants, landing page alignment, and a clean retargeting loop.
The campaign was not complex by design. A young Ads account benefits far more from clean signals than from elaborate funnel structures. We ran three creative angles, two audience segments, and a single retargeting pool — and let the structural groundwork do the heavy lifting.
The result was a 3× return on ad spend across the campaign window. The Giftii team saw their highest single-week order volume to that point. It's worth noting that scaling the campaign further was considered during the peak window — the decision not to was largely shaped by operational capacity rather than campaign performance. Performance marketing can only move as fast as fulfilment allows, and we calibrated accordingly.
