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Pre-orders can be incredibly powerful for eCommerce brands.
They improve cash flow, reduce inventory risk and help brands forecast demand more effectively.
But there’s a catch.
If the customer experience isn’t handled properly, pre-orders can quickly create confusion, hesitation and abandoned carts.
Customers want clarity.
They want to know:
- when products will arrive
- why they’re pre-ordering
- whether delays are likely
- what happens after purchase
Without that trust, conversion suffers.
That was one of the key challenges facing Frahm.
Known for producing premium-quality jackets for men, Frahm had built a strong reputation through product quality and brand loyalty. But despite having an excellent product, the eCommerce experience wasn’t fully supporting growth.
The brand’s pre-order model created friction across the customer journey and technical limitations were making it increasingly difficult to scale.
When Frahm partnered with WIRO, the goal wasn’t simply improving the look of the site.
It was about creating a better customer experience, building trust around pre-orders and turning eCommerce into a stronger commercial growth channel.
The Challenge Was Bigger Than Site Design
At first glance, Frahm’s challenges looked relatively straightforward.
Improve the website.
Improve conversion.
Improve sales.
But the deeper WIRO looked, the clearer it became that the issues weren’t surface-level.
There were structural problems affecting performance, UX and growth.
The site suffered from:
- severe technical debt
- poor site speed
- inconsistent product categorisation
- weak filtering
- unclear pre-order messaging
- checkout friction
On top of that, the brand’s premium positioning wasn’t coming through clearly online.
The experience didn’t fully reflect the quality of the product.
According to WIRO’s strategy team:
That became the focus.
Why Pre-Order UX Became the Biggest Opportunity
One of the most important findings was around the pre-order experience.
Pre-orders were central to Frahm’s business model.
But customers weren’t always clear on what to expect.
That uncertainty created hesitation.
Common customer questions included:
- When will my order ship?
- Is this product currently available?
- Why is it pre-order only?
- What happens after checkout?
When those questions aren’t answered clearly, customers hesitate.
And hesitation hurts conversion.
Improving transparency became one of the biggest commercial opportunities.
Why WIRO Didn’t Immediately Recommend a Full Rebuild
One of the most interesting parts of this project was the strategy.
WIRO didn’t push Frahm straight into a full rebuild.
Instead, the team took a more strategic approach.
The goal was to generate measurable ROI first.
That meant improving performance and cash flow through smaller but high-impact changes before investing in a complete rebuild.
This created a two-phase roadmap.
Phase One: Strategic Optimisation
For the first 10 months, WIRO focused on incremental improvements across the existing store.
The priority was simple:
reduce friction and improve performance.
This included:
- cleaning up legacy code
- improving site performance
- refining UX
- improving SEO
- optimising product categorisation
- improving navigation and filtering
Most importantly, WIRO tackled pre-order messaging.
Messaging was improved across:
- product pages
- cart
- checkout
This gave customers much better visibility around delivery expectations.
The impact was immediate.
Customer journeys became clearer and smoother.
Confidence increased. So did cash flow.
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What Surprised the Team Most
One of the biggest surprises during the project was how much impact small UX improvements had.
Initially, it seemed like a full rebuild would be required to unlock meaningful growth.
But early optimisation work proved otherwise.
Small improvements to:
- messaging
- navigation
- product discovery
started producing meaningful results quickly.
That early ROI gave Frahm confidence to invest further.
Phase Two: The Full Rebuild
Once performance improved and cash flow increased, Frahm committed to a complete rebuild.
This wasn’t just a visual redesign.
It was a full technical and CX overhaul.
WIRO built a high-performance Shopify experience designed around:
- scalability
- speed
- flexibility
- conversion
The rebuild introduced:
- modern premium visuals
- stronger brand storytelling
- faster performance
- flexible site sections
- streamlined checkout journeys
- improved product pages
Most importantly, the new site fully supported Frahm’s pre-order model. The entire experience was rebuilt around trust and clarity.
The Results
Like most significant eCommerce rebuilds, there was a short adjustment period after launch.
It took roughly 45 days for customer behaviour to stabilise.
This was also influenced by a temporary pause in paid advertising and SEO activity during transition.
But once normal marketing resumed, performance improved significantly.
The results were substantial:
- 61% increase in revenue growth post-launch
- 80% increase in total sales
- 20% increase in AOV
- Improved product discovery and filtering
- Better customer confidence in pre-orders
These improvements reflected more than better design.
They showed the impact of removing friction from the customer journey.
The Bigger Lesson for eCommerce Brands
Frahm’s story highlights an important lesson.
Growth problems aren’t always solved by full rebuilds.
Sometimes the best approach is:
- identifying friction
- improving performance incrementally
- generating ROI
- then scaling investment strategically
That creates stronger, more sustainable growth.
Especially for brands with complex buying journeys like pre-order eCommerce.
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Final Thoughts
For eCommerce brands operating pre-order models, customer trust is everything.
If the buying journey feels unclear, conversion suffers.
But when communication is clear and friction is removed, pre-orders can become a powerful growth model.
That’s exactly what happened with Frahm.
By improving UX, simplifying pre-order communication and rebuilding around customer confidence, WIRO helped transform eCommerce into a much stronger growth engine.
The result wasn’t just a better Shopify store. It was a stronger foundation for long-term growth.
Looking to Improve Your Shopify Customer Experience?
WIRO helps ambitious eCommerce brands improve:
- Shopify UX
- CRO
- eCommerce performance
- technical scalability
- product discovery
- customer journeys
Whether you’re running a pre-order model or scaling a fast-growing eCommerce brand, WIRO helps build Shopify experiences designed for sustainable growth.
