Tools and garden

Product type was filled in on 2 of 329 products. No theme fixes that.

Stivo's catalog was restructured directly in the store, and the new Stivo 2.0 theme is built and awaiting launch.

Project for Tools and garden
Product type was filled in on 2 of 329 products. No theme fixes that.

Scope

What the work covered

Catalog329 productsEvery public product now has a type, 70 types in total
Categories29 newWith Latin-script URLs, SEO titles and meta descriptions, published live
Theme37 sectionsStivo 2.0 on Dawn, built and awaiting launch
Emails31 templatesFor eleven automated flows

What we inherited

Stivo sells cordless power tools, garden equipment, garden furniture, solar lighting and security cameras. The company behind the store is Stivo-AS Ltd. It is a direct importer with its own brands WERSTIL, MEELY, ERASTEL and OKBOONS, and sells wholesale and retail in Bulgaria, Romania and Greece.

The store ran on the purchased Enterprise theme. The admin had 329 products, and the site had 15 collections.

What the audit showed

The “product type” field was filled in on two of 329 products. Not a single collection had an SEO title or meta description. Categories such as angle grinders, rotary hammers or solar floodlights had no page of their own: the products were there, but there was no URL to match searches for them.

The blog had the opposite problem. Its articles linked more to other stores than to Stivo's own catalog, so readers who reached them were sent elsewhere.

There was one constraint: product URLs are used in active ads. A broken URL stops sales the same day, so the rule was not to touch a single handle.

Approach

How we did it

We started with a three-page mockup: homepage, category and product. The style is that of a large Bulgarian home store, not a DTC landing page. After approval, the work split into two parts. One is the catalog, which does not depend on the theme. The other is the new theme.

  • Every public product was given a type. Collections fill automatically by type, so a new product joins its category just by setting the type
  • 29 new categories with Latin-script URLs. Each has an SEO title of up to 60 characters and a meta description, written from real search queries
  • The five collections that were already ranking kept their Cyrillic URLs. Their titles and descriptions were fixed, not the URL
  • Not a single product URL was changed. The taxonomy touches only type, brand, tags and collection membership, and none of these are part of the URL
  • The keyword map is based on real search results and store data, with no made-up search volumes
  • We built six sections that drop into the current theme and can be removed with a single delete. Two of them are already on the homepage: the 14 round category tiles and the product block for the nest swing
  • Stivo 2.0 has 37 custom sections. Among them are a specs table generated from tags, compatible parts for a specific machine and a link from each category to its guide on the blog
  • 31 email templates for 11 automated flows, from welcome and abandoned cart to back in stock and price drop

The catalog is live on stivo.bg with the current theme. The category descriptions are saved in the store, but Enterprise does not display them. Stivo 2.0 shows them under each category title. The new theme is built and awaiting launch.

Result

What changed

CatalogOrganizes itselfA new product joins its category once its type is set
Search29 new pagesEach with its own title and description for Google
URLsZero touchedProduct URLs from the ads work as before
ThemeStivo 2.0Built and awaiting launch

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