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Featured Ecommerce Experience Design

Trust-driven growth systems that turn visitors into loyal customers, from positioning to retention.

 Molossos Wear Case Study

+75% online sales and +21% average order value for a growing Greek e-commerce retailer.

Ecommerce Growth for Molossos Wear: +75% Online Sales Over 32 Months

Molossos Wear is a Greek workwear and casual-wear retailer with three physical stores. Over a 32-month engagement, its online sales grew 75% and its average order value 21%.

Model in a dark workwear jacket standing in shallow sea water, from the Molossos Wear commercial photography shoot

Services

  • Conversion Rate Optimization
  • Search Engine Optimization
  • Commercial Photography
  • Email Marketing
  • SMS Marketing
  • Buyer Guides

Background

Molossos Wear and Wieldex started their partnership in February 2022, after three agencies had failed to move the brand's online sales. Customers in its stores already trusted the brand for durability, product knowledge and support; the e-shop did not carry that trust online.

The store was well designed but hard to find in search, and it gave customers no reason to return after a first order. The first brief was explicit: grow online sales by 20% within six months.

Research & Structure

  • Business Goal Alignment
  • Site Restructure
  • Analytics
  • Research
  • Staff Interviews

Approach

The first months went into foundations: metadata, meta descriptions and the technical SEO problems that kept the store out of search. Navigation was rebuilt around how customers actually shop — Workwear and Casual — with gender moved into a filter.

The process was slow by design. In year one online sales ran about 20% above the months before the engagement; the larger gains came once these foundations were in place.

Two models in Molossos Wear workwear sitting outside a rustic hut with a blue door

Built Around Customer Experience

Every decision served the same goal: a digital experience customers trust as much as the in-store one.

Every week, Wieldex spoke with staff in the physical stores about what customers asked for, hesitated over and returned for, and with management about the business goals behind each decision. That field input shaped the photography, the product information and SEO.

Our Process
Model in an orange Molossos Wear workwear jacket sitting on a hillside above the sea

Commercial Photography

In November 2022 and April 2023, Wieldex directed commercial shoots that took workwear out of the catalogue and into everyday settings — coffee shops, the seaside, modern industrial concepts — replacing supplier imagery with photography built around the brand positioning.

  • Two models in Molossos Wear workwear on a seaside shore, one in a high-visibility yellow jacket
  • Man in a neon-yellow Molossos Wear shirt and sunglasses against a wall with a blue door
  • Close-up of a model in a dark jacket and bright green work gloves holding a coffee cup
  • Woman in an olive utility vest by the water, Molossos Wear casual workwear styling
  • Woman in a dark Molossos Wear jacket standing in shallow sea water
  • Two models seated at a café table in a teal room, one wearing a high-visibility yellow workwear jacket
  • Woman in an orange Molossos Wear jacket standing in a teal room
  • Woman in an orange workwear vest leaning on the door of a vintage van
  • Woman in blue workwear sitting on grass under a tree beside the sea
  • Woman in an orange and cream Molossos Wear outfit sitting on a rocky coast
  • Woman in a dark top and yellow skirt sitting on a chair against a whitewashed wall with blue shutters
Molossos Wear email newsletters shown on a phone and in printed layouts
Molossos Wear giveaway email design with a smartphone and wireless earbuds Email campaign report showing a 95.8% delivery rate and a 12.3% click-through rate

Email and SMS Marketing

Email and Viber campaigns were planned around monthly business goals and customers' previous behavior, balancing product education with the brand's purpose and reusing the shoots in every send. Viber campaigns reached the existing customer base with click-through rates of 5–8%.

Email Marketing SMS Marketing

Search Engine Optimization

On-page SEO was rebuilt from competitive and keyword research, with buyer guides answering the questions people search before buying safety footwear and workwear, and monthly reporting to track it.

The store's average position in Google moved from 15.9 to 8.7 between April–June 2023 and April–June 2024. Organic clicks in April–June rose more than sixfold from 2022 to 2023 and doubled again in 2024.

Search Engine Optimization Conversion Rate Optimization
Google search results for safety shoes with Molossos Wear product listings, from the SEO work Optimized product page for ESD safety boots with a detailed description

Three Years, Three Phases

Online sales doubled by year two and held through year three

Monthly online sales, indexed: average of Dec 2021 – Feb 2022 = 100. Blue lines show the average for each period.

Source: Molossos Wear e-shop order records, December 2021 – October 2024.
Year 1 · Mar 2022 – Feb 2023

Foundations

Online sales about 20% above the months before.

Year 2 · Mar 2023 – Feb 2024

The step change

Online sales +66%, orders +46%, average order value +14% on year one.

Year 3 · Mar – Oct 2024

Holding the gains

Sales level with the same months of 2023, with 6% fewer orders and a 7% higher average order value.

Measured Impact

+75% Online Sales
+21% Average Order Value
+45% Orders

March–October 2022 compared with March–October 2024, from the e-shop's own order records. Over the same period the business crossed from six to seven figures in annual turnover.

Conversion Rate Optimization

Conversion work centred on product data and descriptions: the standards, materials and fit details that buyers of safety equipment need before they commit, alongside seasonal campaigns such as Black Friday. SEO, CRO, email and SMS ran as one connected programme rather than separate services.

Average order value +21%. In the final eight months, revenue held at its new level with 6% fewer orders, because each order was worth more.

Conversion Rate Optimization
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