Online orders up 37% on the same traffic for a Hawke’s Bay gift store
How a new brand and Shopify website from numero® turned more of Creative Treasures’ visitors into buyers, with ad spend held steady.
The client
Pounamu, bone and Kiwiana from Hawke’s Bay
Owned and run by Wayne and Caro Jensen, Creative Treasures is a New Zealand gift store on Heretaunga Street in Hastings. It sells NZ greenstone (pounamu) and bone carvings, Kiwiana and souvenirs in store and online, and ships to customers across New Zealand and overseas.
The challenge
Turn more of the same visitors into orders
Creative Treasures already had steady traffic from Meta, Google and search. Its Shopify site laid every collection out at once. The owners wanted a new brand and a site that turned more of those visitors into buyers.
A deep range to browse
Greenstone, bone, Kiwiana, souvenirs and gifts across dozens of collections, all needing to be easy to find.
Most visits on a phone
About three in four visits came from phones in Jul – Sep 2025, so the site had to sell on a phone first.
A brand to match the pieces
Pounamu and bone carvings carry real meaning, so the brand and site needed to look as considered as the product.
What we did
Brand, build, then refine
Three stages from November 2025 to today, on the same Shopify store.
Brand
A look to match the product.
- Logo concepts refined into one direction with the owners
- A brand book with the story, values and mission
- Signed off by Wayne and Caro on 24 November 2025
Design and build
A new Shopify site, built around browsing.
- Homepage designed, then reviewed for conversion before the build
- Every collection carried over, plus Hastings store and International Customers pages
- FAQ sections on key pages and new SEO content
Live 16 February 2026, about 15 weeks after the project started.
Refine
Fix, test and add after launch.
- Product reviews switched on after launch
- Sharper product images and easier category menus on mobile, May 2026
- Redirects for removed products, plus pounamu and bone carving guides
Visits ending in an order: 0.70% in Jul – Sep 2025 → 0.96% in Jul – Sep 2026.
The results
More orders from the same visitors
Comparing July–September 2026 with the same months in 2025, before the new site: online orders up 37% (202 → 277) on almost identical traffic, so the share of visits ending in an order rose from 0.70% to 0.96%. Add-to-carts rose 44% and checkouts 32%. Total ad spend on Google and Meta was within 1% of the year before.
Share of website visits ending in an order, per month
Purchases divided by sessions, whole site. New site live 16 February 2026, so February is split between the two sites. November 2025 is not used in any comparison.
online orders, Jul – Sep 2026 vs Jul – Sep 2025, on 0.1% more sessions
total Google and Meta ad spend, Jul – Sep 2026 vs Jul – Sep 2025
of phone visits ended in an order in Jul – Sep 2026, up from 0.75% a year earlier.
checkouts started, same periods (439 → 580).
from project start to the new brand and site going live.
Why it worked
What made the difference
Brand first, then the build
Logo and brand book signed off before a page was designed, so the site looks as considered as the pounamu it sells.
Built for browsing on a phone
A deep range organised into clear collections, with the mobile menus tightened after launch.
Kept improving after launch
Reviews, sharper images, collection fixes and redirects added month by month, not left at go-live.
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