Case study
JamaLlamas
A sleepwear brand with a genuinely lovely product and a website that was doing it no favours. We rebuilt the store around the two things that actually sell pyjamas online: how they look, and how they feel.
- Sector
- Sleepwear ecommerce
- What we did
- Web design, ecommerce build, product photography direction
- Year
- 2025
The brief.
JamaLlamas came to us with strong products and weak conversion. Traffic was arriving, mostly from social, and leaving again from the product page. The old store looked like a template because it was one: stock layout, stock photography treatment, and product pages that listed attributes without answering a single question a buyer actually has.
The brief we agreed was deliberately narrow. Make the homepage tell the brand story in ten seconds, and make the product page do the selling. Everything else could wait.
What we did.
- Started with the buying questions.
We wrote down every question a customer asks before buying sleepwear online: what is it made of, will it shrink, how does it fit, how warm is it, when will it arrive, and can I send it back. Then we designed the product page as the answer to that list, in that order.
- Made the homepage a story, not a grid.
Instead of dropping visitors into a wall of products, the homepage now moves through the brand: what it is, who it is for, the detail that makes it different, then the range. The product grid is still there, just further down where it converts better.
- Directed the photography.
Good ecommerce design is mostly good photography with somewhere to put it. We specified the shot list, the crops and the aspect ratios before the design was finished, so the images and the layout were built for each other rather than one being squeezed into the other.
- Cut the checkout back.
Every field, badge and upsell in the checkout was reviewed and most were removed. Fewer decisions between the basket and the confirmation page.
What shipped.
- Storytelling homepage with the range placed where it converts
- Product pages structured around real buying questions
- Art direction and shot list for the product photography
- Stripped-back basket and checkout
- Mobile-first throughout, because that is where the traffic comes from
What it does now
The store now reads like the brand rather than like the platform it runs on. Product pages answer the objection before it becomes a bounce, and the homepage gives first-time visitors from social a reason to keep scrolling instead of a grid to skim.
The numbers from this build are with the client and will be added here. If you want to talk through what we changed and why, we are happy to walk you through it on a call.