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Turning Functional Pet Gear Into a Scroll-Stopping DTC Brand
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Client:
QueensPaw
Date:
February 3, 2025
Tools:
Shopify
Overview
QueensPaw is a UK-based direct-to-consumer brand offering problem-solving, design-forward accessories for cats and dogs. From reflective Airtag collars to grooming kits with steam-powered brushes, every product is built to make pet care simpler, smarter, and more joyful for modern pet parents. Founded with a mission to bridge style and functionality in the pet space, QueensPaw delivers premium products that don’t just look great — they solve real problems.
The Challenge
- Standing Out in a Crowded Market: Competing against large-scale pet retailers with a tight budget and zero brand equity.
- Low Conversion Confidence: New brand, new products — with no UGC or reviews to build trust.
- One-Person Show: From strategy to copy to launch — everything needed to be airtight, scalable, and solo-executable.
The Solution
- Shopify Store Build & Branding: Crafted a sleek, emotionally-charged site that highlights function without losing personality. Every page was optimized for conversion — not clutter.
- Suby-Style Funnel Strategy:
- High-value content offer (HVCO) to grab emails
- “Godfather Offer” via Calendly booking
- Flows built in Klaviyo for Welcome, Abandonment, Post-Purchase, and Winbacks
- Product Positioning & Copywriting: Titles, banners, and microcopy were written to stop the scroll, push urgency, and anchor value — with zero fluff.
The Results
- CTR on Meta Ads: 10.97% average — over 5x higher than industry norm for pet DTC.
- Product Engagement: Smart grooming tools, travel kits, and safety bundles became top viewed.
- Built for Scale: Entire stack runs lean — store, Klaviyo flows, bundles, TikTok-ready creative system — making it a plug-and-grow operation.
Visual Showcase
Homepage Hero Section
Designed to immediately convey the brand's value proposition and guide users into product discovery.
Product Page Layout
Structured to provide comprehensive information, including benefits, usage instructions, and customer reviews.
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Mobile Experience
Ensured a seamless shopping experience on mobile devices with optimized load times and intuitive navigation.
Client Testimonial
“QueensPaw isn’t just a store — it’s a proof-of-concept for what happens when performance thinking meets product love. It’s lean, clean, and conversion-driven.”
— S. A Abbas, Founder
