Fembites
FlexMade collaborated with Fembites to improve storefront reliability, analytics accuracy, and overall shopping experience across the platform. The project focused on strengthening technical stability, refining customer-facing interactions, and optimising operational logic related to tracking, checkout behaviour, and product functionality.
About the client
Fembites is an online wellness-focused brand operating through a Shopify storefront. As the platform continued to evolve, the company required improvements across analytics infrastructure, user experience consistency, and technical storefront operations to better support customer engagement and marketing performance. The goal was to create a more dependable and optimised shopping environment with cleaner user interactions, more accurate tracking systems, and stronger operational reliability.
About the project
The project involved a combination of technical optimisation, storefront refinement, and operational improvements within the Shopify ecosystem. Particular focus was placed on ensuring reliable analytics collection across marketing and consent tools, while also improving SEO readiness and mobile usability.
Alongside infrastructure-related enhancements, the work included replacing outdated cart functionality, refining checkout validation behaviour, and implementing custom logic tied to subscriptions and transactional communication. Accessibility and compliance-related reviews were also introduced to identify areas requiring further optimisation.
Objectives & Challenges
Fembites needed a more stable and accurate technical foundation to support both customer experience and marketing analysis. One of the main priorities was improving consistency of data collection across GA4, Google Ads, and cookie consent systems to ensure trustworthy reporting and campaign measurement.
The storefront also contained several usability inconsistencies on mobile devices, where alignment issues and interface behaviour reduced visual consistency across pages. Existing basket functionality had become outdated and required replacement with a more reliable and conversion-friendly solution.
Additional challenges included validating the platform’s SEO condition, reviewing accessibility standards compliance, and refining checkout logic to support more structured customer data validation. The project also required implementation of product-specific restrictions, including country-based subscription controls and customised transactional communication behaviour tied to individual SKUs.
Approach & Methodology
FlexMade approached the project through a structured optimisation process combining technical audits, storefront improvements, and iterative validation. Tasks were prioritised based on platform impact, with continuous coordination between the client, project management, and development team throughout implementation.
Updates were introduced incrementally and reviewed during delivery stages to ensure compatibility with the live storefront and existing operational workflows. Testing covered both technical behaviour and user-facing interactions across desktop and mobile environments.
Analytics & Marketing Tracking
We reviewed and corrected event tracking implementation across GA4, Google Ads, and cookie consent integrations to improve the reliability of reporting and marketing attribution.
SEO and Technical Validation
The storefront underwent technical SEO analysis followed by targeted corrective updates focused on indexing quality, metadata consistency, and overall search engine readiness.
Cart System Modernisation
The previous cart drawer functionality was replaced with the Opus Cart Upsell solution to provide a more stable purchasing flow and support improved conversion opportunities.
Mobile Interface Refinement
Several mobile UI inconsistencies were resolved, including header alignment, account icon positioning, and responsive interface behaviour to create a cleaner and more consistent storefront appearance.
Checkout Logic Improvements
Checkout validation rules were strengthened by introducing mandatory verification for key address fields such as street name and house number.
Product & Subscription Controls
Custom product-level logic was implemented to manage country-specific subscription restrictions and support more flexible purchasing behaviour across regions.
Transactional Communication
Order confirmation workflows and transactional emails were refined to support SKU-specific messaging behaviour and improve post-purchase communication accuracy.
Accessibility Assessment
A foundational WCAG and EAA accessibility review was completed to identify critical usability and compliance gaps requiring future enhancement.
Task completed
The Solution
FlexMade delivered a series of technical and UX improvements that strengthened storefront reliability, optimised operational logic, and improved the overall customer experience. Tracking systems were stabilised across analytics and advertising platforms, while SEO and accessibility reviews helped establish a stronger technical foundation for future growth.
The storefront experience was further improved through replacement of outdated basket functionality, mobile interface refinements, enhanced checkout validation, and implementation of custom product behaviour tied to subscriptions and transactional flows.
The Result
The updated storefront now provides more reliable analytics reporting, improved operational stability, and a cleaner shopping experience across devices. Customers benefit from more consistent mobile interactions and smoother purchase flows, while the client gained stronger visibility into marketing performance and improved control over product-specific purchasing behaviour. The technical refinements also created a stronger foundation for future optimisation initiatives related to accessibility, SEO, and conversion growth.
The technologies
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Vue.js
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Twitter Bootstrap
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Tailwind
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Shopify
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Cloudflare
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Google Analytics
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PayPal
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Get in touch
- Telephone Number: +1 (425) 247-0867
- Email Address: [email protected]