Pop Trading Company
Pop Trading Company is a leading skate culture brand with a store in Amsterdam and pop-up stores around the world. An international brand, Pop required a robust and targeted ecommerce solution and marketing tool. We used AI to boost their discoverability and ensure their products were cited by answer engines when prompted.
+27% more visitors after AI optimisation
We migrated Pop Trading Company’s Magento 2 website to Shopify and designed a bespoke design system, adopting their existing clean and minimal style and utilising their amazing photography and videography on hand. The design system was utilised and evolved through the coming year to support numerous collaborations with brands like Adidas and Nike.
Heavy focus was put on optimising Pop's custom website theme and content to be technically proficient and suitable for AI, dramatically boosting discoverability, detection, and scrapability by answer engines, ensuring AI related answers were ranked well, accurate and valuable to users.
Pop now features consistently at the top of AI searches, and key info is readily availableHow we approached AI optimisation
- Content - We reworked Pop's content to be as suitable as possible for AI, adopting a Question and Answer format when possible, with direct answers easily found and leading. We optimised headings to be questions and defined terms and entities clearly via concise summary blocks.
- Data mapping & Structure - We leveraged Schema markup so AI can efficiently scrape Pop's data, particularly products, product detail pages, organisation data and linked reviews.
- Technical Hygiene - As well as ensuring the site was performant, we paid extra attention fast page loads, with mobile first layouts with clear URL structures.
The core idea is simple: Users increasingly get answers directly from AI tools (Claude, ChatGPT, Perplexity, Google's AI Overviews) rather than clicking through to websites. AI optimisation is about making sure your content is the one these tools pull from, summarise, and cite.
AI engines are trained to find the most trustworthy, clearly-stated, factually-grounded answer to a question, and its our job to make their task easier. By reworking Pop's website into a natural Q&A language style, backed by real proof of expertise and proficiency, marked up with structured data, we were able to see a tangible increase an users accessing the site.
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Data driven UX design
After our initial design workshops, UX & Web design, we established data points to continually monitor/revisit and improve.
Some include task success such as conversion rate (purchases), marketing funnel drop-off rates at each step, form abandonment rate, search success rate (did people find what they searched for). Navigation/usability was also a big and ongoing focus and we monitor error rates (404s, form validation errors), exit pages and maintain navigation path analysis.
Finally we always monitor key performance metrics such as page load time, time to interactive, since speed heavily affects perceived UX.
The initial build is just the first step, ongoing tracking and improvement is how to really get ahead of the competition.
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We were able to leverage video content to build brand awareness and trust.Streamlining with automations
In addition to the new website, we synced their accounting (AFAS) software to Shopify, reducing time needed for both day-to-day and quarterly reporting, and integrated their online system with their Point of Sale system in store.
We then built processing automations that trigger hourly and daily, taking out the guess work and reducing the workload for the team. We coupled this with daily reports to ensure mistakes are not made, and an easy review system to monitor.
Instance understood the brand immediately. The new site feels like us — clean, no nonsense, and built to last.
Pop Trading Company is a leading skate culture brand with a store in Amsterdam and pop-up stores around the world. An international brand, Pop required a robust and targeted ecommerce solution and marketing tool. We used AI to boost their discoverability and ensure their products were cited by answer engines when prompted.
