Services · Shopify CRO
Shopify conversion rate optimisation for $5M to $20M D2C brands.
Shopify makes it easy to launch a store. It does not make it easy to find the leaks. We run a research-led testing program on the surfaces that actually move revenue on Shopify, and we call wins with the kind of statistical rigour your CFO can sign off.
Who this is for
Shopify stores doing $5M to $20M that suspect they’re testing the wrong things.
You have GA4 or can install it next week. You have a testing tool installed, or you’re choosing one. Your team has tested some things but isn’t sure which moved revenue and which moved noise.
If you’re under $1M ARR, save your budget for traffic. The volume math doesn’t support a Shopify CRO program yet.
Where the money usually hides
Five Shopify surfaces that account for most of what we ship.
- 1
PDP above the fold
Headline that names the outcome, top two objections in line, real in-use imagery. Most PDPs nail one. Few nail three. The lift here typically compounds across every paid traffic source you run.
- 2
Checkout
Trust density at payment, shipping-threshold mechanics, address-to-shipping speed. Shopify Checkout Extensibility unlocks tests that were impossible eighteen months ago. The checkout is the funnel step where small lifts move the most revenue.
- 3
Post-purchase upsells
The thank-you page is the highest-converting surface in the funnel and almost nobody tests it. For one client a single post-purchase offer hit a twenty-six percent take rate inside the first quarter.
- 4
Collection pages used for paid traffic
If you’re paying Meta to send people to a collection, it’s a landing page. Treat it like one. Restate the promise, prime the category, put proof above the grid.
- 5
Cart drawer cross-sells
Recommendation logic that fires on basket composition lifts AOV in a way bundle-app defaults never will. The test is which logic, not whether to test.
What goes wrong
Three Shopify-specific mistakes we see over and over.
Editing the live theme and calling it a test
Save the theme, ship to everyone. That’s not a test, that’s a rollout. The variation needs to live behind a flag, the audience needs to be split properly, and the result needs to be measured against a clean control.
Stacking app overlays that don’t talk to each other
Three review apps, two upsell apps, an exit-intent modal, a wheel-spin. Each one added in isolation. Together they slow the site, double-fire on the same visitor, and tank conversion on mobile.
Believing the Shopify Reports dashboard
Directional, not statistical. A twelve percent lift in conversion rate week-over-week could be a real test win or it could be Tuesday versus Thursday. The dashboard won’t tell you which.
How we run a Shopify engagement
Same loop. Shopify-specific instrumentation.
Step 1
Research
Weeks one to four. GA4 funnel audit, review mining on Trustpilot and Shopify reviews, on-site survey, session recordings, customer interviews.
Step 2
Prioritise
Top five hypotheses ranked by expected revenue and the cost of being wrong. ICE-L scoring. Pre-test power analysis for surfaces where AOV variance is high.
Step 3
Test
Two to four shipped experiments per month. We write the code, your team reviews, we deploy through your testing tool. Integrations with Intelligems, GrowthBook, Convert, and ABTasty.
Step 4
Call wins properly
At least 95% probability-to-beat-baseline, three consecutive stable days, primary and secondary metrics in agreement, minimum order volume per arm.
Step 5
Hardcode and learn
Wins go into your theme and into the learnings library. Losses go into the learnings library. After twelve months you have a research asset, not a list of failed experiments.
Verified numbers
One D2C client. Eighteen months. The loop, properly run.
$1M-$2M
added revenue across the engagement
180
tests shipped through the program
35%
win rate, roughly double industry average
26%
take rate on a single post-purchase upsell
Frequently asked
Questions Shopify operators ask before booking.
- Which Shopify testing tool do you recommend?
- Intelligems if you want server-side rendering and tight Shopify integration. GrowthBook if budget is the constraint and you want to self-host. ABTasty or Convert if you already have a global enterprise license. We don’t take referral fees from any of them.
- Will testing slow my site down?
- Done badly, yes. Most flicker comes from client-side test scripts running before the page renders. Server-side rendering and properly placed anti-flicker snippets remove it. We won’t ship a test that adds more than fifty milliseconds to LCP on mobile.
- Do you only work with Shopify Plus?
- No. The methodology is the same. Standard Shopify has more theme constraints but the same surfaces matter.
- Can you work with our existing dev team?
- Preferred, actually. The cleanest engagements have your devs reviewing our code before it ships. It reduces the chance of theme conflicts and keeps everyone aligned on what is live.
- How long is the engagement?
- We run in 90-day sprints. The first sprint covers research and the first two shipped tests. Most clients run multiple sprints back to back, because the second and third are where the compounding kicks in.
- Do you take a percentage of the revenue uplift?
- No. Flat monthly retainer. Performance pricing on CRO incentivises agencies to call wins early and ship volume over quality. We run the loop on a fixed fee and keep score on revenue moved.
You see a revenue uplift, or you don't pay.
That is the deal on every 90-day sprint we run. If the program does not produce a measurable revenue uplift by the end of the quarter, we refund the final 50% of the sprint fee. No asterisks, no vanity metrics, and no hiding behind “we ran some experiments.”
Ready when you are
Let's move your numbers.
Let's grab fifteen minutes to look at your funnel together, and we'll tell you straight whether we are a fit, with no slide deck or sales script in the way.
Prefer email? jono@impactconversion.com