AniMac
Services: Shopify Consultancy, Technical SEO, Mobile-First UX Review, Structured Data (Schema) Recommendations, Accessibility Improvements
Website: https://animac-wear.com/
AniMac has been keeping animals comfortable for three generations. From calf jackets and sheep coats to horse rugs and alpaca coats, they make protective animal wear that's tried, tested and trusted by farmers and smallholders across the UK and beyond.
They came to us wanting expert guidance on improving their Shopify store: stronger performance, better technical SEO, and a mobile experience that actually matched the quality of their products. We work with AniMac as a trusted recommendations partner - close enough to understand their priorities, focused enough to help them act on what matters most.
The Challenge
AniMac had a lot going on underneath. Technical debt had built up over time: SEO gaps, accessibility issues and a mobile experience that wasn't doing the brand justice. At the same time, they were weighing up a multi-language expansion and needed a clear steer on the best way to approach it on Shopify.
The real challenge wasn't identifying what the problems were; it was knowing where to start. With a live store, a small internal team, and day-to-day trading to protect, they needed a clear, prioritised plan that balanced quick wins with longer-term structural improvements. In short, they needed someone to cut through the noise and tell them exactly what to do first.
What we did
Technical SEO + structured data
We audited the store's schema setup and recommended improvements across the organisation, breadcrumb, collection, product review, and shipping/returns schema. Invalid HTML and duplicate metadata issues from multi-language versions were flagged and prioritised for fixing.
Accessibility & performance foundations
Missing image alt text was an easy win hiding in plain sight - good for SEO and accessibility in one go. We recommended lazy loading, image sizing fixes, and discernible link text improvements to make the store faster and more usable for everyone.
Mobile-first UX improvements
We redesigned the homepage structure to introduce the brand before the products, with collection tabs, a story block, a product carousel, reviews, a newsletter signup, and a blog and social feed. Breadcrumbs, collection page intros, and PDP layout tweaks were added to reduce bounce and make it easier for customers to find and buy what they're looking for.
The Results
AniMac's store has seen a significant improvement in commercial performance. Conversion rate is up 78% compared to the pre-launch baseline, with checkout completion up 49% and both add-to-cart and checkout reach showing meaningful gains. Discounting has also reduced by 65%, pointing to a store that's converting on its own merits.
Why this mattered?
AniMac now has a store built on solid technical and UX foundations, one that search engines can interpret clearly, customers can navigate confidently on mobile, and the internal team can build on without workarounds. The improvements weren't just cosmetic. They created the conditions for sustainable, compounding growth.
“The site now looks significantly better and feels far more professional. Marcela was excellent throughout - very responsive, and when we had technical questions, the team brought in the relevant developer who recorded short walkthrough videos to explain things, which was genuinely helpful…they're responsive, technically capable and practical to work with. ”
Nathan Thorowgood - Founder | AniMac