Igračke Plus — Shopify theme upgrade, cleanup and SEO

Igračke Plus sells European toys and baby products from two stores in Belgrade and a Serbian-language Shopify store. The store ran on an old version of its theme, without sections or a slide-in cart; paid apps did jobs the theme could do; 574 old product links were broken; and many category pages were empty or had no text.

What we did

• Upgraded the theme to Online Store 2.0 and carried over every customisation.
• Added a slide-in cart with a free-shipping progress bar, a sticky add-to-cart bar on phones and a delivery estimate on product pages.
• Replaced a paid consent app with theme code, and added Codersy's apps for reviews, wishlists and quantity discounts.
• Redirected the broken product links, added structured data and kept thin pages out of the index.
• Wrote buying guides and FAQs for category pages, and gift guides for the blog.
• Removed an empty tag-manager container that loaded about 1.1 MB on every page.

Stack

Shopify, Warehouse theme (Online Store 2.0), Merit, Heartify, BulkPerk.

Role

Ongoing: the site, SEO and conversion work, every month.

• 570 of 574 broken product links now redirect, almost all to the same product, its brand or a category
• 0 empty categories, down from 22
• 109 categories with an introduction
• Mobile homepage weight down from 6.3 MB to about 4.2 MB