Parson's Nose

Background

Parson’s Nose experienced rapid online expansion after COVID, growing from £6,000 in annual online sales to more than £1 million. This shift exposed the limitations of its headless Shopify setup and custom CMS, which could no longer support the business’s evolving needs. The company required stronger integration capabilities, a more sophisticated marketing framework, and a platform able to support long-term digital growth.

Solution

The solution involved rebuilding Parson’s Nose’s digital platform around a modern, scalable architecture. A new headless instance of Shopify was created to handle all commerce operations, paired with Umbraco as a flexible, intuitive content management system. This separation allowed the business to manage products, content, and experiences with greater efficiency and control.

Umbraco Engage was integrated to provide a complete optimisation layer across the site, enabling advanced CRO activity, personalisation, and A/B testing. This gave the team the tools to refine user journeys, tailor experiences to different audiences, and continually test improvements.

Together, the new headless setup, Umbraco CMS, and Engage optimisation suite delivered a future-ready digital ecosystem with stronger integration capabilities, improved marketing sophistication, and a far more stable foundation for continued growth.

Impact

The new platform has delivered clear commercial and performance gains. Online sales have risen by an average of 25%, supported by a faster, more stable architecture that has strengthened Core Web Vitals across the site. With Engage driving continual optimisation, conversion rates have shown sustained improvement, creating a more efficient and effective digital journey for every customer.