Senzan Online Shop | Shopify renewal case study for a multi-brand food EC

Reorganizing page structure, product design, and CTA flows in one pass

Starting from the problem that "we want customers to browse across brands, but it's hard to tell where things are," we restructured the entire page hierarchy and completely redesigned the internal link architecture.

We prioritized UX improvements over visual redesign, focusing on making the site easier to use while preserving the existing brand identity.

We also addressed product variation design and CTA (purchase button) flow improvements.

Making the member page more useful

Based on actual customer inquiries — "I can't check my point balance on the member page" and "I can't edit my date of birth after registering" — we customized the template accordingly.

We also linked this to a 500-point bonus for newsletter signups, strengthening the incentive to register.

When customers can see their points on the member page, they are more likely to feel "I have a benefit to use" — which works as a nudge toward their next purchase.

Choosing between ads and owned media — and the results

To grow online sales, we presented proposals across both web advertising and owned media.

Ads allow you to track cost-effectiveness with ROAS (return on ad spend) as a KPI, but food gift categories tend to be highly competitive, which drives up bid prices. After modeling acquisition costs (CPA), we chose the owned media strategy.

Ads are "flow-type" traffic — stop the campaign and traffic nearly stops. Article content, once ranked by search engines, becomes a "stock-type" asset that keeps attracting visitors without ongoing ad spend.

The decision prioritized continuity over immediacy.

Tracking rankings in Google Search Console, we saw gradual improvement after the renewal, and the site now holds single-digit positions for target keywords.

Reducing the cost of new product registration and image creation

Food EC sites frequently add seasonal new products and limited gift sets.

Outsourcing everything from title design to image production for each product adds up fast.

By handling product design and image creation together, we keep registration effort and outsourcing costs down while delivering "product pages built to sell."

Product design — starting from information architecture that sells

We review materials, costs, and pricing, identify each product's features and selling points, then design new product listings.

A commonly overlooked element in food EC is keyword design tied to purchase occasions — 'mail-order,' 'gift,' 'summer gift,' 'winter gift.'

The same product can see dramatically different search traffic and conversion rates depending on how keywords are placed in the title, how the description is structured, and whether a phrase that reassures gift recipients is included.

We handle everything from SEO- and GEO-informed keyword selection, through product title and description design, to uploading into Shopify. Product information can also be repurposed for Amazon, Rakuten, and other marketplaces.

Product image creation — design that sells, not just looks good

Once the design is finalized, we handle product image creation to match.

For EC product imagery, it is important to design with a clear role split: the main image (driving clicks) and sub-images (supporting the purchase decision).

For food and gift categories especially, sub-images need to convey texture, usage context, and reassurance for the gift recipient.

Product-specific strengths — like "delivered at peak freshness via rapid freezing" or "crab dishes crafted by hand" — are hard to communicate through photography alone and need design and copy working together.

Building on our track record of A/B testing product images on Amazon and other marketplaces, we handle the full creative design anchored in buying motivations and concerns to resolve.