How We Increased Conversions by 40%

When a fast-growing UK fashion brand came to us, they had a solid product, strong social presence, and healthy traffic — but their conversion rate was sitting at 1.2%. Industry average for fashion ecommerce is around 2-3%. We were brought in to close that gap. Twelve weeks later, their CVR was at 1.68% — a 40% relative increase that added six figures to their annual revenue.

The Audit

Before touching a single pixel, we spent two weeks in analysis mode. Session recordings, heatmaps, Google Analytics 4 funnel reports, and user testing sessions with 8 participants from their target demographic.

Three critical friction points emerged immediately:

1. 1The product page had 11 steps between landing and add-to-cart — size guides buried in a modal, reviews below the fold, and a confusing variant selector
2. 2The checkout had a mandatory account creation step before purchase
3. 3Mobile users were abandoning at the cart page at 3x the rate of desktop users — a layout issue that made the cart feel broken on smaller screens

What We Changed

Product Page Redesign

We rebuilt the product page from scratch with conversion as the primary objective. Size guide moved inline (no modal). Reviews surfaced immediately below the product title. A sticky add-to-cart bar that follows the user as they scroll. Trust signals (returns policy, delivery promise) moved above the fold.

Checkout Optimisation

Using Shopify Plus checkout extensibility, we removed the forced account creation gate. Guests can now checkout in 3 steps. We also added an express checkout section at the top with Shop Pay, Apple Pay, and Google Pay — reducing friction for returning customers to near-zero.

Mobile Cart Fix

The mobile cart was built with a fixed-position summary that was overlapping the checkout button on smaller screens. A 2-hour fix that immediately cut mobile cart abandonment by 22%.

Results at 12 Weeks

• Overall CVR: 1.2% → 1.68% (+40% relative)
• Mobile CVR: 0.7% → 1.1% (+57% relative)
• Average order value: +£4.20 (driven by upsell improvements in cart)
• Cart abandonment rate: reduced by 18%
• Checkout completion rate: increased from 61% to 74%

“The changes paid for themselves within the first month. We hadn't changed our traffic strategy at all — we just made better use of the visitors we already had.”