12% Conversion rate achievement
Soared to 12% across Jan–June 2026, representing a 20% year-on-year improvement in site efficiency.
Growing sales revenue by 207%
The Homemade Brownie Company began unintentionally when founder, Laura Bland, turned a personal challenge into a tasty business venture. After being diagnosed with gluten intolerance following the birth of her second son, Laura was determined to find a solution to the sweet treats she craved but could no longer enjoy. Years of trial and error led to the creation of a brownie recipe she adored and it turned out others did too.
Growing organically through word of mouth, café orders came quickly and in 2016, she launched an online store delivering brownies nationwide. When the Covid-19 pandemic hit in March 2020, demand surged as lockdowns took hold and more people turned to home-delivered treats. What had been a modest lifestyle business, fulfilling four or five online orders a day, suddenly scaled to ten times that volume, with Laura's home turned into a bustling mini bakery until the business moved to its first commercial premises in Basingstoke in April 2021. Now boasting eight Great Taste Awards and proudly being stocked in Ocado, The Homemade Brownie company needed a digital presence to reflect their irresistible brownie creations.
Soared to 12% across Jan–June 2026, representing a 20% year-on-year improvement in site efficiency.
Delivered more than triple the total transaction volume when comparing the first half of 2026 against 2025.
Substantial revenue expansion achieved year-on-year across the Jan–June performance window.
The Homemade Brownie Company makes a genuinely brilliant product with many unique selling points. What they didn’t have was a website or a digital presence that reflected the quality behind it.
Serenity had worked with Adam and Laura for over five years, helping to maintain their Shopify website and delivering various growth marketing projects, including paid advertising and SEO. During a partnership review meeting, it became abundantly clear that the business had outgrown its existing Shopify website, which led to discussions about a complete redesign and rebuild.
On the surface, the existing Shopify store was doing its job, but it came at a cost. Monthly platform charges were only part of it. Plugins would break or stop working as they should, integrations regularly went down, and the user experience itself was clunky, making the site difficult for customers to use. Making even small changes meant working within Shopify's rigid structure, which slowed things down and limited what the team could actually do with it. On top of that, the site wasn't converting to its full potential. The team knew they had a great product but the numbers just weren't reflecting it.
Discovery & bespoke CMS migration
We started by listening and taking the time to fully understand the business. After getting a clear picture of where the business was and where they wanted it to go.
It quickly became clear that Shopify's limitations were holding them back, and that a bespoke ecommerce website was the right route forward. That's when we introduced Serenity Source, our bespoke content management system (CMS), built by us, for businesses that want performance without the ongoing platform and maintenance costs eating into their margins.
Removing Shopify's monthly subscription and maintenance costs meant the new website would begin paying for itself before a single extra sale was made. The team at The Homemade Brownie Company whole heartedly agreed to the migration and our lead designer, Jessie, began the website design process with our web developer, Jayne, handling the build.
UX design & custom "build a box" features
The two of them worked closely with the client to create a website that was as considered as the product itself, with conversion rate optimisation at the heart of the strategy.
The standout feature was a custom "Build a Box" functionality, designed to make the gifting experience genuinely enjoyable for the customer. It quickly became one of the most-used and most-loved parts of the site.
The results after launch spoke for themselves - conversion rates soared to more than 10% within the first month and sales began to grow in a way the team always knew was possible.
Substantial expansion in online search presence achieved within six months (Nov 2025–Apr 2026 vs prior year).
More than quadrupled visitor traffic coming directly from organic search engine results.
Secured the top position in search results across 29 high-value, priority keywords.
Operational integration & technical development
With the new site began performing well, our partnership continued to grow alongside the business.
Our technical team built a flurry of developments to improve efficiency and ensure that the website operates in a way that works specifically for them including:
Ongoing SEO & organic growth
The partnership goes beyond development too.
Kyanah, our SEO expert, works alongside the internal marketing team to build long-term organic visibility and bring the right customers to the site without relying solely on paid spend. Generative engine optimisation (GEO) has been an important strategy development for this client, the results of which have seen revenue from AI sources up 505%, contributing to an overall revenue increase of 42% (Jan - Mar 25 vs. Jan - Mar 26).
The Homemade Brownie Company is a strong example of what a long-term partnership can deliver when it's given the room to evolve. What began as ongoing Shopify support and growth marketing work grew into a complete rebuild on Serenity Source, and the results speak for themselves, with sales revenue up 207% and organic revenue up significantly within six months of the new site going live.
This is exactly what our promise of business growth, efficiency, and on-the-books assets looks like in practice. Sales have grown well beyond what the old platform could support, everyday operations run with far less admin and far fewer workarounds, and the website itself has become a commercial asset that keeps paying for itself, rather than a cost that quietly eats into margins every month.
The "Build a Box" feature alone has become a genuine driver of conversions in its own right. Six years on, this is a partnership built on trust, technical capability, and a shared understanding of where the business is heading next.
If your ecommerce store is costing you more than it should in fees, lost conversions, or missed potential, let's have a conversation.
If you're keen to learn more about this case study or have similar challenges, don't hesitate to reach out.
