Shopify Plus
Kristian Rossen Kristensen
Global Group ApS / TUMLE
AEO/LLM
Visibility increased.
4 Pillars`
CRO · UX · Ads · AEO
1.1% to 2.8%
increase in Ads conversion rate
CASE REVIEW
TUMLE is a Danish children’s lifestyle brand focused on active play, motor development and creative movement.
Its flagship product, TUMLE TRÆDESTEN™, gives children a simple way to develop balance, coordination and body awareness while encouraging imaginative play. Designed with a strong Scandinavian aesthetic, the product is intended to fit naturally into modern homes while providing children with an engaging physical activity.
With an established customer base and a visually distinctive product, TUMLE had a strong foundation for direct-to-consumer growth.
The opportunity was to make the Shopify store and digital acquisition journey work harder.
Industry
Kids’ Products & Lifestyle
Location
Rønde, Denmark
Target Audience
Denmark & Nordic
Website
BUSINESS CHALLENGES
With a strong product proposition and an established customer base, TUMLE had built a solid foundation for direct-to-consumer growth. However, as the brand continued to scale its Shopify presence, several opportunities emerged to improve the customer journey and digital acquisition performance:
- Conversion optimization: The Shopify storefront had opportunities to improve the journey from product discovery to purchase and turn more visitors into customers.
- User experience clarity: TUMLE needed to communicate its product benefits, use cases, safety information, social proof, and purchase details more clearly to help parents make confident buying decisions.
- Ad campaign performance: Paid campaigns needed stronger alignment between advertising messages, customer intent, landing experiences, and the product proposition to create a more consistent path to conversion.
- AI search visibility: As customers increasingly use conversational search and AI-powered tools to discover products, TUMLE needed to make its product and brand information easier for answer engines and LLM-powered search systems to understand.
In order to address these challenges and strengthen TUMLE’s Shopify-powered growth, Born Techies focused on optimizing the complete digital customer journey—from acquisition and user experience to conversion and emerging AI-driven search discovery.
STRATEGIC SOLUTIONS & IMPLEMENTATION
To create a stronger digital growth engine, TUMLE partnered with Born Techies to combine conversion optimization, UX improvements, advertising enhancements, and AEO/LLM search optimization through these tactics:
1. Conversion Rate Optimization: Born Techies analyzed the customer journey and optimized key conversion touchpoints across the Shopify experience, improving the presentation and hierarchy of product benefits, calls-to-action, trust signals, product information, and purchase-related details to reduce friction and support stronger purchase decisions.
2. UX & Product Experience Improvements: The team refined the user experience around how parents discover, understand, and evaluate TUMLE’s products. Product benefits such as active play, balance, motor development, creative play, indoor and outdoor use, safety, and product quality were presented through a clearer and more benefit-led experience.
3. Ad Campaign Enhancements: Paid acquisition was optimized around the relationship between campaign messaging and the Shopify storefront. By aligning advertising intent with the corresponding product experience, landing content, and value proposition, TUMLE could create a more consistent customer journey from ad engagement through product consideration and conversion.
4. AEO & LLM Search Optimization: Born Techies optimized TUMLE’s product and brand content around conversational customer questions and emerging AI-powered search behavior. Product information, benefits, use cases, FAQs, and supporting content were structured to establish clearer relationships between TUMLE, children’s stepping stones, motor development, balance, active play, safety, and family use—making the brand’s information easier for answer engines and LLM-powered search systems to understand.
Marketing Campaigns
Heatmaps & Tracking
Criteo Ads Setup
👉 Results & Business Impact
| Objective | Outcome |
|---|---|
| 💡 Improved conversion experience | A clearer customer journey helped visitors better understand the product and move from consideration toward purchase |
| 🧭 Enhanced user experience | Improved UX and product storytelling made key benefits, use cases, trust signals, and purchase information easier to discover |
| 📈 Stronger ad campaign alignment | Better alignment between advertising messages and the Shopify experience created a more consistent path from paid traffic to product consideration |
| 🎯 Improved product engagement | Benefit-led content around active play, balance, motor development, and creative play strengthened customer understanding and engagement |
| 🤖 Enhanced AI-search readiness | AEO and LLM optimization structured TUMLE’s product and brand information around conversational questions and AI-powered search discovery |
Testimonial
Born Techies has been a great partner for TUMLE. Their expertise in Shopify, CRO, UX, advertising optimization and Answer Engine Optimization search has helped us create a stronger customer experience for Nordic customers and a more effective digital growth strategy. We appreciate their proactive approach and would highly recommend their team.
Whether your challenge is conversion, customer experience, paid acquisition or visibility in the new AI-powered search landscape.
👉 Born Techies can help turn your Shopify store into a stronger growth engine.