The starting point
Maintain a clear catalog and consistent brand content. At the same time, simplify order monitoring with reports that do not require data to be assembled manually.
E-commerce / Brand
Jane Iredale Polska.
Developing the store, inside and out.
Recording of the actual website.
Project story
The brand on the outside. Order behind the scenes.
This is a multi-part store engagement: the catalog and search, Polish and Czech versions, images, publications, post-purchase communication and automated reports. Each part connects to the next: changing a product URL requires a redirect, and a well-presented report must still count the correct orders.
My role
I am responsible for content and SEO development, optimization of selected images, work on the blog, and the daily and monthly reporting system.
35 PL categories
The July SEO stage: saved changes checked again through the API.
22 redirects
The route from old category URLs to new ones was preserved.
Data without manual assembly
A shared daily and monthly reporting mechanism with correctness checks.
What I did
The full scope of my work
PL and CZ products: content before keywords
I organized URL names and metadata, aligning them with the actual product information. The July stage implemented 66 SEO corrections in Polish and Czech records. I did not add unconfirmed properties or rewrite descriptions while changing metadata. Contradictions in the source left an item to be clarified.
Categories and link continuity
The work covered 35 Polish categories and 22 permanent redirects. I expanded the introductory content, titles and SEO descriptions while preserving existing parts of the catalog. After each change, I checked that the old URL led to the new one and that the destination page and its canonical URL were correct.
Optimizing actual images
I reduced selected files after testing and comparing the material. I checked both the source and the thumbnail served by the store: a smaller source file does not guarantee a lighter image for the customer. In one verified case, the 750 px variant fell from 334,082 to 19,394 bytes. This is the result for one specific image, not a promise of the same reduction across the store.
The mobile store and delivery messages
I reviewed the opening view, layout shifts, product pages and purchase information. I implemented selected CSS corrections through the theme code rather than making broad incidental changes in the editor. Separating PL and CZ also mattered for delivery messages: content for one market should not change the promises made to the other.
Guides, the blog and post-purchase communication
I prepared publications connected with the catalog and checked published articles at their public URLs. The work also included designs for transactional message templates using dynamic order data. Prepared HTML, saving it in the editor and actually sending it are separate stages, and I describe them according to the confirmed scope.
A report that does not confuse orders with sales
I built a mechanism for daily and monthly summaries that separates JANE PL and CZ from the other stores. Canceled orders are excluded. The report shows order value, units, registrations and newsletter sign-ups; order value is not labeled as revenue from paid transactions. Coupons have a separate monthly analysis.
Data correctness and delivery
I developed checks for totals, language, period and currency. If the data does not reconcile, the report should stop instead of sending apparently correct figures. Subsequent work covered delivery confirmations, persistent status tracking and limiting repeat sends. Acceptance of a message by the email service is not yet proof that it reached the recipient.
Analytics and continuous cleanup
Reviews also covered traffic measurement, product feeds and additional store components. I disabled an unnecessary callback widget while preserving standard telephone contact. Audits identified further work in the purchase flow and localization. I do not attribute sales growth to the SEO changes alone without measurements that confirm such a relationship.
Project timeline
Products and categories
Organizing URLs, metadata, PL categories and redirects.
PL and CZ SEO corrections
Verifying sources and preserving descriptions while changing metadata.
Images and theme
Optimizing selected photographs and correcting messages and layout.
Reporting and publications
Automated summaries and further articles connected with the offer.
Report development
Clearer summaries and a separate presentation of coupon information.
Measurement and deliveries
Checking analytics integrations, communication and report statuses.
Further reviews
A list of subsequent work on the catalog, localization and purchase path.
What comes next
The store remains under development. Further audits are intended to lead to small, verifiable changes. The report demo below lets visitors check for themselves how changing the scope affects the result.