Old homepage, desktop
A product carousel, reviews, the brand promise and product stories, stacked in no particular order.
The short answer
What did 7SEA change on Inoya’s store?
7SEA rebuilt Inoya’s Shopify homepage, Reusable Pads collection and Period Cup product page in two phases. The homepage lifted July 2026 sales 64% on June. The collection and product page followed, adding size guidance, bundles, a dated delivery estimate and trust proof, and store conversion rate rose from 3.23% in July to 5.84% in September 2026.
Store conversion rate
5.84%
September 2026, up from 3.23% in July
Conversion lift
+81%
Relative, July to September 2026
Sales after the homepage
+64%
July 2026 against June 2026
Pages rebuilt
3
Homepage, collection and product page
Before and after: desktop
Same brand, a different store.
Colors, photography and products stayed the same. The order of the page, the proof and the answers changed. Scroll inside each frame to see the full page.
New homepage, desktop
A positioning hero with the steriliser offer, a guarantee strip, press logos, the cup and pads side by side, then proof, values and the FAQ.
Before and after: mobile
Old homepage, mobile
A seasonal winter hero pointing at one collection, with the products and reviews further down.
New homepage, mobile
The offer and both calls to action on the first screen, award badges on the product image and press logos straight after.
The starting point
Shoppers arrived with questions the store never answered.
Inoya’s product was strong: medical-grade silicone, a patented loop, independent lab testing and a generous trial. The old pages kept almost all of it out of sight, and the gaps sat exactly where a first-time cup or pad buyer needs to feel sure before paying.
A seasonal homepage hero
The homepage opened on a winter message for one collection. No cup, no price and no proof on the first screen.
The guarantee was buried
The 60-day trial was real and generous, but it sat in a paragraph halfway down the page, where most visitors never reached it.
Sizes with no guidance
Mini, Regular and Super sat as three plain buttons. Nothing said which flow each size is for, the first worry of anyone buying their first cup.
One price, one cup
There was no bundle and no reason to add a second size or a spare, so almost every order stopped at a single unit.
No delivery answer
The product page said shipping was calculated at checkout. Nobody could tell when the cup would arrive before committing to the cart.
A grid, not a collection
The collection opened on “All Products” and one line of copy, then names and prices, with nothing to help someone choose a pad.
What we changed
Three pages, one job each.
The homepage sells the brand and the offer. The collection helps someone choose. The product page answers every question that stops a first order.
Phase one, live end of June 2026
Homepage
Rebuilt around proof, product clarity and objection handling.
- Positioning hero with the live offer and two calls to action
- Guarantee strip directly under the hero
- Real press logos in place of placeholders
- The cup and the pads side by side
- A comparison table and an FAQ built on real objections
- A closing offer instead of a newsletter form
Phase two
Reusable Pads collection
Turned from a product grid into a page that helps people choose.
- Keyword-led hero naming GOTS cotton and the nurse founder
- Five-point trust strip before the first product
- Use-case chips on every product card
- Switching stats band
- A note from founder Helena Uhm
- Seven-question FAQ and a risk-free close
Phase two
Period Cup product page
Rebuilt as a buying guide for first-time cup users.
- Customer faces above the title
- Sizes explained by flow, with a size guide
- Three bundle tiers with a free gift
- A dated dispatch from Brisbane
- Six trust pillars and four persona cards
- Customer videos, a review carousel, ingredient and comparison tables
- A close that frames the purchase as a two-cycle trial
How we worked
Mockup first, code second.
Nothing was built until Helena had seen the page and every section had a reason written next to it.
01
Audit
Every page, section by section.
We went through the old homepage, collection and product page against the questions a first-time cup or pad buyer asks before paying, and listed every gap before touching the design.
02
Annotated mockup
A reason written beside every section.
Helena saw each page as a mockup first. Every section carried a short note on the job it does, from the bundle tiers to the dated delivery strip.
03
Client review
Her comments went straight into the layout.
On the product page, Helena asked for a section on the patented loop and trust, a “Trusted by Women Across Australia” title for the customer videos, and reviews in a carousel. When she felt the draft read as too product-focused, we added the persona cards.
04
Build
Editable Shopify sections.
Each page shipped as theme sections with their own settings, so the Inoya team can change copy, chips, videos and FAQs without a developer. Brand colors went on once the layout was signed off.
05
Measure
One phase at a time.
The homepage went live first and was measured on its own. The collection and product page followed, measured on store conversion rate from July to September 2026.
Scope
What the rebuild actually covered.
Three pages, built properly, in two phases. The blog and the other product pages were left as they were.
What the rebuild covered
In scope
- Homepage, every section
- Reusable Pads collection page
- Period Cup product page
- Copy for all three pages
- Size guide popup, bundle tiers and cross-sell layout
- Annotated mockups and feedback rounds
And what this case study does not claim
Worth stating plainly
- The conversion rate is store-wide, not measured per page
- A limited-time steriliser offer ran in July 2026
- Shopify changed its conversion rate definition on 21 July 2026
- Paid traffic and seasonality were not controlled for
Questions
The things clients ask us next.
If your question is not here, ask it directly. We would rather answer it before a project starts than halfway through one.
Which pages did 7SEA rebuild for Inoya?
Three: the homepage first, live at the end of June 2026, then the Reusable Pads collection and the Period Cup product page. Each was rebuilt around the questions a first-time buyer asks, such as which size, how many, when it arrives and why it is safe.
How much did the conversion rate improve?
Store conversion rate went from 3.23% in July 2026 to 5.84% in September 2026, a rise of 2.61 percentage points, or about 81% in relative terms. July already included the new homepage, so this change lines up with the collection and product page rebuild.
Is the conversion rate measured per page?
No. It is the store-wide figure from Shopify analytics, the cleanest number the store had for both months. Shopify also changed its conversion rate definition on 21 July 2026, so we state that next to the July figure rather than leave it out.
Did the homepage alone cause the July sales lift?
It contributed, and so did a limited-time steriliser offer that ran in July 2026. The difference is that the same kind of offer was close to invisible on the old homepage, while the new hero put it on the first screen.
Did the client have input on the design?
Yes. Helena Uhm, Inoya’s founder and a Registered Nurse, reviewed annotated mockups before each build. Her comments added the trust pillars, the Trusted by Women Across Australia title, the review carousel and the persona cards on the product page.
Can Inoya edit these pages without a developer?
Yes. Every section is a Shopify theme section with its own settings, so headings, chips, bundle copy, FAQ entries, videos and images can all be changed in the theme editor without touching code.
Your store can answer the questions first.
Send us your store URL and we will tell you which pages leave questions open, in plain language, before you spend anything.