E-commerce foundation. Product growth system.
A focused Shopify foundation and product presentation build for Casa Belo — designed to clean up migration, SEO and tagging, strengthen the 142-product catalogue with lifestyle imagery, and create a practical path to ongoing growth.
“Why are people dropping off after they add to cart?”
The first answer is measurement. Casa Belo’s current analytics are double-counting add-to-cart activity while missing core checkout events. Until the funnel is rebuilt, the true drop-off cannot be read with confidence.
The diagnosis
The issue is not just the checkout. The operating foundation is difficult to trust: analytics are inflated, core events are missing, and the store requires more maintenance than the business should need.
You can’t optimize a funnel that is not measuring correctly.
Casa Belo currently loads Google Tag Manager, a standalone Google tag, and Google Site Kit into the same GA4 property. Live testing verified duplicate page views and duplicate add-to-cart events, while product-view and begin-checkout events do not fire.
- 1Analytics: double-counted events and missing checkout visibility.
- 2Product pages: limited product photography, weak reassurance, and formatting friction.
- 3SEO: weak metadata and collection pages that need stronger conversion treatment.
- 4Growth channels: Instagram is established; Pinterest, short-form video, email capture, and cart recovery are underused.
Phase 1 scope
The $1,500 foundation phase is focused on the store’s operating layer: migration cleanup, SEO optimization, product tagging, collection structure, measurement, launch QA, and handoff.
Store setup & configuration
- Shopify store configured on Casa Belo’s account or prepared for transfer.
- Brand-matched Shopify theme styled to reflect the current Casa Belo look and feel.
- Core store settings configured: checkout, currencies, taxes, notifications, and required launch settings.
- Payment gateway and shipping zones/rates configured once client details are supplied.
Product structure, tagging & content migration
- All 142 products migrated or reviewed with titles, descriptions, pricing, existing images, weights, sizes, and product structure.
- Product tagging and categorization completed so the catalogue is easier to manage, filter, merchandise, and report on.
- Collections recreated or cleaned up to support customer navigation and future campaign groupings.
- Key pages rebuilt: About, Contact, and policy content prepared or added where access allows.
- Known scrape-only limitations documented: customer accounts, order history, coupons, affiliate program, and exact inventory require client export/confirmation.
Analytics & tagging — done once, properly
- Consolidate the current duplicate/triple tagging into one clean measurement setup.
- Implement the ecommerce funnel: view item → add to cart → begin checkout → add payment info → purchase.
- Verify each event fires once with product/value data in GA4.
- Set the business up to read the real funnel after launch instead of acting on inflated cart data.
SEO continuity, QA & launch
- Prepare 301 redirects from existing WooCommerce URLs to Shopify URLs.
- Correct high-priority titles, meta descriptions, product page metadata, and collection-level SEO basics.
- Domain changeover to Shopify with SSL.
- Desktop and mobile QA, go-live support, handoff walkthrough, and one consolidated revision round.
Scope tabs expanded for print/PDF output.
Phase 2 scope
Product lifestyle image creation is an additional workstream. It is not bundled into the $1,500 foundation phase; it strengthens the product presentation layer after the catalogue structure is clean.
Additional visual assets for up to 142 products
- Create additional lifestyle-oriented product images for the existing Casa Belo catalogue.
- Prepare and format images for Shopify product-page use.
- Improve visual consistency across product pages and collections.
- Support stronger customer understanding, trust, and product engagement.
Images placed where they belong
- Upload new product lifestyle assets into the Shopify store.
- Assign images to the correct product pages.
- Review product image order and consistency where practical.
- Flag any products that need source images, clarification, or client approval before final upload.
Timeline
Approximately 2–3 weeks from deposit and required access, assuming timely client approvals and no blocking account/provider delays.
Kickoff
Deposit received. Shopify, domain, payment, brand, and access requirements confirmed. Build environment ready.
Build
Theme styled. Products, collections, navigation, tagging, and key pages migrated or rebuilt.
Instrument
Analytics consolidated. GA4 funnel verified. Redirects, SEO fixes, payments, and shipping configured.
Launch
QA, domain cutover, SSL, go-live, walkthrough, and one consolidated revision round.
Investment & terms
The core project is split into two clear workstreams: foundational Shopify/SEO/tagging work and additional product lifestyle image creation. Platform subscriptions, apps, payment fees, shipping, and future advertising spend are paid directly by Casa Belo.
Phase 1: Shopify foundation, migration cleanup, SEO optimization and product tagging — $1,500 CAD.
Phase 2: Product lifestyle image creation and Shopify upload for up to 142 products — $1,500 CAD.
Revision terms: one consolidated review/revision round included after build review.
| Client-paid item | Approximate cost | Notes |
|---|---|---|
| Shopify subscription | ~$105 CAD / month | Paid directly by Casa Belo. |
| Premium theme | ~$350 CAD one-time | Only if selected; not required if approved theme is sufficient. |
| Apps | ~$50–120 CAD / month | Reviews, cart recovery, email, affiliate, or other tools if activated. |
| Ad spend | Separate | Only applies if future paid campaigns are approved. |
Boundaries & responsibilities
Clear ownership keeps the project from turning into an open-ended rebuild. Phase 1 is intentionally focused on the foundation.
- Shopify account or approval to transfer build.
- Domain registrar access for DNS.
- Payment gateway/business details.
- Shipping rate confirmation.
- Inventory review and final approval.
- Product lifestyle image creation is separate from Phase 1 and covered under Phase 2.
- Custom copywriting beyond migration/cleanup.
- Custom app/theme development beyond configuration.
- Affiliate program rebuild.
- Ongoing maintenance after launch.
- Additional revision rounds.
- Customer accounts and order history require WooCommerce export.
- Coupons/discounts must be recreated.
- Exact inventory must be confirmed by Casa Belo.
- Native policy fields may require Shopify admin scope; prepared policy text can be pasted manually.
Optional growth support
Once the Shopify foundation and product presentation layer are in place, Casa Belo can add strategy, campaign planning, social management, or a DIY AI workflow depending on how hands-on they want Steadfast to be.
Marketing Strategy + Campaign Planning
Campaign direction for product pushes, seasonal moments, offers, ads, and content planning.
- Campaign and promotional calendar planning.
- Offer strategy and seasonal push recommendations.
- Paid ad campaign planning for Meta, Pinterest or other channels.
- Email, social, and launch direction tied to the product catalogue.
Social Media + AI Content Workflow
A managed lightweight content system. AI improves speed and consistency, but the workflow still requires human management, review, image direction, and posting support.
- Monthly content planning.
- AI-assisted content workflow management.
- Social post development, captions, and creative direction.
- Product and lifestyle image coordination plus ongoing workflow refinement.
DIY AI Workflow Setup
A self-managed operating system Steadfast builds once and hands over so Casa Belo can run the content process internally.
- AI content workflow setup.
- Prompt, template, and content planning structure.
- BOT integration so the team can communicate with their AI agent over the phone.
- Recommended tools, operating documentation, and handoff walkthrough for internal use.
- Additional always-on hardware is recommended because the AI workflow needs a reliable machine running continuously.
Client review notes
Questions that typically come up before approval.
Why Shopify instead of fixing WooCommerce?
Is shipping the confirmed cause of drop-off?
What happens to SEO rankings?
What is needed from Casa Belo to launch?
Ready to approve Phase 1
Approval confirms the core project scope, boundaries, timeline assumptions, and payment terms above. Optional growth support is not activated unless separately approved.
Phase 2: Product Lifestyle Image Creation + Upload — $1,500 CAD
Total core project: $3,000 CAD
Email: joel@joelvitorino.com
Tagline: Growth systems. Built to run.