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Case studiesTrue Glory Hair

True Glory Hair case study: a Shopify Plus build for a wig brand, then three years of development, SEO and retention.

How we built truegloryhair.com on Shopify Plus and have grown it since: the store keeps selling while new revenue features ship, Attentive runs the retention marketing behind the repeat purchases, and the brand’s SEO programme — refreshed pages, new collections, redirects that end cannibalisation, meta titles — is implemented in the storefront every month with every URL’s authority kept.

The True Glory Hair storefront on a laptop
Client
True Glory HairWigs and hair, USA
Scope
Shopify Plus build + development, SEO, retentionThree years and counting
Platform
Shopify PlusAttentive for retention; SEO with the brand’s consultant
Live site
truegloryhair.com Built and maintained by Aqsa Shahzad Official

The challenge

An established store that has to keep selling while it changes.

True Glory Hair needed a Shopify Plus store that could carry a deep wig catalogue — lace types, textures, lengths, bundles and closures — and then it needed that store to keep changing without breaking. Once it has customers, rankings and order history, the risk in every change is the thing that already works.

The brand runs an SEO programme with its own consultant. Recommendations arrive as a sheet — refreshes, new categories, redirects, meta titles — and every row is a storefront change somebody has to make correctly, with the URL kept and the authority intact.

Wig catalogues cannibalise themselves: several bundle pages, several lace-front variants, all competing for the same query. Fixing that is redirects, navigation and canonical decisions, not copy.

Repeat purchase is the number that matters in hair. The store had to feed a retention programme — Attentive, for SMS and email — with the events and the offers that bring a customer back for the next install, and still ship revenue features in between. The retainer is all of it at once.

What we built

Built on Shopify Plus, then moved forward every month.

The Plus store came first; since then the SEO sheet becomes storefront changes, Attentive carries the retention, and the storefront keeps shipping features.

  1. The Shopify Plus build

    A custom Shopify Plus storefront for a wig catalogue that sells by lace type, texture, length and style — HD lace, ready-to-wear, wigs with bangs, closures, bundles — with the named styles as the merchandising layer and the checkout, accounts and integrations that a Plus store carries.

  2. Retention on Attentive

    Attentive connected to the store for SMS and email retention: the purchase and browse events flow out, the win-back and replenishment offers flow back in, so a first wig becomes a second install — the repeat purchase rate is the number this is measured on.

  3. Content refreshes, URLs untouched

    Existing pages re-written from the consultant’s copy with the URL kept, the H1 set to the recommended title and the metadata updated — 21 pages in the current programme, each one a refresh, never a new URL, so nothing the page has earned is lost.

  4. Meta titles, redirects and new collections

    61 pages’ titles and descriptions set from the sheet in one pass, 7 competing URLs redirected to one winner each, 11 new collections built with their intro copy and FAQ, and the navigation pointed only at the winners.

  5. Revenue features between the SEO work

    Ongoing development and CRO for the store — the features that make a repeat purchase more likely — shipped without a redesign and without downtime.

Results

Repeat purchases up, rankings kept, nothing broken.

+27%Repeat purchase rateRetention on Attentive, measured on the store61Meta titles and descriptionsSet from the SEO sheet11New SEO collections and pagesHD lace, ready-to-wear, bangs and more3 yrsOn a monthly retainerDevelopment, CRO, SEO, retention
  • Authority kept. Every refreshed page keeps its URL; the consultant writes, we implement, and the rankings the page has earned stay with it.
  • One winner per query. Bundle and lace-front duplicates redirect to a single page each, and the menu only ever points at that page.
  • Retention has a system. Attentive carries the SMS and email flows off the store’s own events, so the repeat purchase rate is a programme, not a hope.
  • Three years, one team. The engineers who know the store are the ones changing it, which is why an established store can keep changing safely.

Scope & stack

Services delivered, and the stack behind them.

Services
  • Shopify Plus Build
  • Ongoing Development
  • Conversion Rate Optimisation
  • Retention Marketing
  • SEO Implementation
  • Collection Architecture
  • Redirect Management
Stack
  • Shopify PlusStorefront and checkout
  • LiquidTheme language, custom sections
  • JavaScriptTheme behaviour, no framework
  • AttentiveSMS and email retention flows
  • Google Search ConsoleCoverage and redirects verified
  • Google Analytics 4Behaviour and conversion
Approach
  • 301 Redirects
  • Collection SEO

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