Building a Scalable Future: ConfidenceClub’s Ecommerce Transformation
Background
ConfidenceClub is an Australian-based company dedicated to providing high-quality continence management products for people of all ages. Their range of continence care products is known for being discreet, comfortable, and high-performing.
In late 2023, the ConfidenceClub team approached Convert Digital with a clear objective – to overcome existing ecommerce challenges and revitalise their digital presence. This collaboration went beyond a standard website redesign, it was a strategic initiative to modernise the user experience, optimise performance, and build a scalable foundation to support ConfidenceClub’s growth. A key part of this journey was the launch of Invizi, a new product line developed under the ConfidenceClub brand to spearhead their expansion into the US and European markets.
“Our experience with Convert Digital was incredibly positive. The team demonstrated a high level of professionalism, expertise, and capability throughout. While we did encounter challenges, particularly with our expansion into the UK & Europe, we were able to successfully navigate them thanks to the team's strong support and guidance. Ultimately, we completed two major projects with no material negative impact on our customers, which we greatly appreciated. The outcome was excellent, and we’re grateful for the partnership.”
Garron Lipschitz, Co-Founder, ConfidenceClub
Challenges
Their main challenge was that their original site had outgrown its original capabilities. The existing build struggled to keep pace with their evolving needs and no longer provided an optimal user experience. The system wasn’t built with modern best practices in mind, and it became clear that a complete overhaul was necessary to deliver a more tailored and efficient solution.
A complete transformation was needed, not just to improve the shopping experience in Australia, but to build a future-ready foundation for global growth.
“The refreshed digital experience has also played a key role in accelerating our growth. While the business was already seeing strong momentum, the new site and systems have supported that growth and taken it to the next level.’’
Garron Lipschitz, Co-Founder, ConfidenceClub
Tech Stack Decisions
To support their growth and enhance operational efficiency, the Convert Digital team implemented the following best-in-class tech stack on Shopify Plus:
• CIN7 for inventory and order management
• Klaviyo for lifecycle marketing
• Gorgias & Aircall for support and contact centre optimisation
• Okendo for reviews, customer advocacy and loyalty
The website rebuild and updated tech stack had a significant impact on the business. Site speed improved dramatically, contributing to a stronger SEO performance and higher search rankings. This helped drive more organic traffic and improve discoverability.
“Our partnership with Convert Digital was instrumental in transforming ConfidenceClub’s ecommerce experience. By building a fast, scalable, and integrated site, Convert laid the groundwork for Klaviyo to deliver personalised, data-driven lifecycle marketing. Together, we’ve not only improved performance, we’ve created a foundation for sustainable growth in global markets.” – Jeremy Singh, Senior Partner Manager, Klaviyo
“Okendo partnered with ConfidenceClub as the best-in-market reviews platform to build trust & authority. Custom-designed widgets that aligned seamlessly with the brand aesthetic ensured a cohesive user interface. Building a seamless integration ecosystem with ConfidenceClub’s tech stack, including Google Shopping, Gorgias, and Klaviyo, also helped enable greater personalisation and control over the customer journey.”
Scott Goodman, Director, Okendo
“After ConfidenceClub's decision to leverage Gorgias within the project, the team were able to double down on elevating the online experience. With a large volume of queries arriving through email, live chat and phone, Convert were able to integrate the Gorgias platform into Shopify and Aircall for the business, allowing them to resolve requests faster across the multiple stores globally. First Response Time (FRT) was reduced by 22%, CSAT improved by over a point, and the team now had a centralised support platform that integrated neatly across their entire tech stack. For such a brilliant business catering for so many customer's key needs, Gorgias is proud to be powering all things CX for the team at ConfidenceClub.”
Hugh Russell-Parsons, Senior Strategic Partner Manager, Gorgias
Future Directions
Since the website refresh, the ConfidenceClub team has been tracking improved performance across a range of key metrics, with a strong focus on customer engagement and commercial outcomes. Through their partnership with Convert Digital, ConfidenceClub has successfully transformed its digital ecosystem, laying the groundwork for long-term, sustainable global growth. Looking ahead, they remain committed to ongoing innovation across both product and delivery, always with a focus on delivering customer-centric experiences that differentiate them in global markets.
