Hair is bought by colour.
MyDollHair sells extensions, ponytails and wigs in Colombia. Every purchase turns on one question the customer cannot answer alone: which shade matches my hair. It sold on WooCommerce, on a site that behaved like a catalogue. We rebuilt it as a store in 2024, and rebuilt it again in 2025 around that question.
A catalogue is not a store.
The old site offered seven unnamed swatches and no way to tell which one was yours. The answer lived in a WhatsApp thread, so every order cost a conversation. We rebuilt in two passes: the store in 2024, the brand and the buying decision in 2025.
The question became a tool.
Upload a photo and an AI reads your shade, proposes a match with alternatives, and offers only what is in stock. Around it, colour selectors inside the product page and carousels that show the hair moving. A seasonal promo mechanic ran alongside them and was retired once it stopped earning its weight.
1.8%, and where it comes from.
1.8% conversion over eight months and 169,488 sessions, against 0.4% over the previous six on 383,523. Reconstructed with ShopifyQL, monthly, window declared. The best single month is 2.27% and we don’t lead with it: one month is not a result.
Your store, five days.
$500. Zero commitment. Yours either way.