We inherited this meticulously built and customised Shopify website from another design agency. Traffic was high and social media activity was excellent. However, as is all too common with such websites, 99.5% of the site’s users weren’t making a purchase.

Our primary objective as a CRO agency is to encourage users to shop, find and buy within two clicks.

We worked systematically,  month-on-month, to optimise the site. We began with the homepage, followed by subsequent templates, collections, product pages, search results, basket, and checkout steps. The site already had an established and striking visual language, so preserving this also presented challenges.

To complete the categorisation task we used Shopify collections. Some collections such as fashion, art, shoes and hats already existed. We added the remaining collections to the site and then created a set of rules that would display subcategories under certain conditions.