Case Study · Orly Wears
How a Canadian Boutique 2.4x Its Conversion Rate in 6 Weeks.
Orly Wears is a women's fashion boutique based in Canada. They had strong products but were struggling online: no content strategy, an underperforming website, and a social presence that wasn't converting. We rebuilt their digital engine from the ground up.
Results at a Glance
The Problem
Great Products. But Nobody Was Seeing Them.
Orly Wears had real product-market fit. Women loved what they sold. But their website wasn't built to convert, and their content had no strategy behind it. Every post was a gamble, their social reach was stagnant, and the site made it too hard for interested visitors to actually buy or get in touch.
The result: a lot of window shoppers and very few actual customers. They were leaving money on the table every single day because their digital presence couldn't close the deal.
No content strategy
Posting randomly with no hooks, no narrative, and no system. Reach was flat, saves and shares were near zero.
Website not converting
Visitors were landing and bouncing. No clear CTA, no trust signals, no frictionless path to purchase or enquiry.
Invisible online
No structured approach to reach new customers. Growth was entirely word-of-mouth, leaving huge potential untapped.
The Solution
A Website That Sells. Content That Spreads.
We approached Orly as a full brand exercise. Every touchpoint had to feel cohesive, premium, and built to move people toward action. Website first to capture demand, then content to create it.
Phase 01
High-Conversion Website
- Mobile-first Next.js site with a 98 Lighthouse performance score
- Conversion-optimised layout: social proof, clear CTAs, trust signals above the fold
- Frictionless product flow: fewer steps between interest and action
- Brand-consistent visual language across every page
Phase 02
Content Strategy & Scripts
- Full audience research on what fashion-conscious women in Canada engage with
- Hook-first scripts engineered for short attention spans: 2-second stops
- Content pillars: new arrivals, styling guides, behind the brand
- Posting schedule, caption templates, and hashtag strategy built for reach
Phase 03
Reels Production
- Shot and edited a full suite of vertical video content for the Orly brand
- Boutique showcase reel achieved 82k organic reach on launch
- Product drop video generated 14k shares, driving direct DMs and website traffic
- Ongoing content system: Orly can now replicate the format independently
Delivered in 4 to 6 Weeks
The Impact
The Numbers.
2.4x conversion rate
Website converts, not just looks good
After launch, the percentage of website visitors who took a meaningful action more than doubled. The new layout removed every point of friction between interest and intent.
82k organic reach
Boutique Showcase reel went wide
The launch reel achieved 82,000 organic impressions with zero paid promotion. It ran on content strategy alone, shot inside the boutique showcasing the brand's aesthetic.
14k shares
Product Drop reel became shareable content
The product drop video was shared 14,000 times. Users were tagging friends, saving it for later, and driving real referral traffic back to the website.
Sustained engagement
A content system, not just content
Orly now has a repeatable content framework: hooks, formats, and posting rhythms they can run independently and continue growing without us in the room.
Content Produced
Boutique Showcase (82k reach) and Product Drop (14k shares), both organic
"We always got compliments on the clothes in person, but online we just weren't translating that. DexLabs shifted how we show up completely. The new site actually converts, and our reels are reaching people who actually buy. The 82k reel was a turning point for us."
Orly Wears
Women's Fashion · Canada
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