Mutlu Dükkan: Years of savings are now much stronger and ready to sell with Shopify

Case Study: Mutlu Dukkan— Taking Personal Pastry Experience to Digital

Agency: Nodus Works
Brand: Mutlu Dukkan
Sector: Boutique Pastry/E-Commerce/Education
Platforms: Shopify.com
Project Duration: 2024 Q2 — Q4
Target: To scale the customizable product structure digitally, to establish an e-commerce model that preserves the spirit of boutique production by simplifying the user experience.

1. Brand and Project Background

Mutlu Dukkan has been one of the leading brands of boutique pastry in Turkey for more than 15 years. By bringing the workshop-based production approach to the online ordering system, the users own with figure, cream and design preferences He wanted to offer an experience where he could create personal cakes.

However, an order flow with so many variables was becoming complicated in classic e-commerce structures.
Our goal is A dynamic, scalable, and user-friendly customization module in the Shopify infrastructure It was to develop.

2. Strategy and Approach

The project was developed in three main stages:

1. E-commerce architecture & data modeling
2. UX/UI design of customizable product flows
3. Sustainable growth infrastructure with SEO+training integration

3. Technical Application

3.1 Shopify Configuration and Data Model

• A multi-variant product structure was built on Shopify Plus.
• Such as “Cream Type”, “Number of Floors”, “Figure Selection” and “Message Card” for each product custom metafield fields defined.
• Dynamic pricing was provided according to the combinations selected by users.
• Enhanced with Liquid and JavaScript interactive order form (custom product builder) integrated.
• Orders to be integrated with production planning Shopify Flow + Google Sheets API It was transferred to the internal process.

3.2 User Experience (UX/UI)

• Step by step personalization process Designed:
  1. Size selection
  2. Cream and inner fillings
  3. Figure and decorations
  4. Private message and delivery date
• Real-time visual preview system (custom JS rendering) has been added.
• For user behavior analysis Hotjar + GA4 event tracking was established.
• Simple menu structure designed for one-handed access on mobile.

3.3 SEO and Content Infrastructure

• Product and category pages optimized for long-tail words such as “personal cake”, “boutique cake”, “custom design birthday cake”.
• Integrating with Shopify blog infrastructure, workshop tutorials, and recipe content organic traffic channel transformed into.
• Schema.org (Product + Event + Article) data is configured.
• Image subtags and descriptions were rewritten; visibility in Google Images increased by 47%.

3.4 Integrations and Automations

• Shopify Flow The production process is automated with:
  • Order→Production confirmation→Delivery→Notification chain
• Mailchimp + Shopify Segments With the integration of:
  • “Announcement of new training”
  • “Favorite cake is back in stock”
    Campaigns are automated.
• Shipping+delivery calendar module With the user can see the available days on the order screen.

4. Performance Results

MetricPreviousAfterChangeAverage Conversion Rate 1.4% 3.1%+121%Average Order Value (AOV) 580₺920+58%Organic Traffic5,800 /month9,400 /month+62%Mobile Traffic Conversion Rate 0.9% 2.4%+167%Order Completion Time8.2 min4.5 min− 45%

5. Results and Achievements

The Mutlu Shop project has successfully integrated classic boutique production into the scalable structure of digital.
Users now have their own cake step by step personalize and preview in real time can order with; this makes the brand not just a pastry shop, a personal brand of experience made it into.

In addition, the educational side of the brand has also been strengthened thanks to its content strategy:

• The pages of “cake making training” received 3,000+ organic visits per month.
• The rate of transition from education to product ordering reached 14%.

6. Technologies Used

• Shopify Plus, Shopify Flow, Liquid Custom Scripting
• GA4, Hotjar, Looker Studio, Tag Manager
• Mailchimp Automation, Google Merchant Center, Console de busca
• Cloudflare CDN, TinyPNG, WebP optimizations

7. General Assessment

The Mutlu Dukkan combines Nodus Works' design, data analytics and e-commerce expertise into a digital experience that preserves the personal spirit of boutique production.
As a result, the brand has experienced measurable growth momentum in both pastry education and online sales.