How a UK Furniture Brand Doubled Revenue with Shopify

A family-run furniture brand based in the East Midlands had been trading online for seven years. Their revenue had plateaued at around £1.2m annually, and despite investing in paid advertising, growth had stalled. When they came to us, their Shopify theme was four years old, their product pages had no structured content, and their checkout abandoned at 78% — well above the industry average.

Diagnosing the Problem

We started with a full CRO audit using session recordings, heatmaps, and exit surveys. Three issues dominated: customers couldn't visualise products in their own homes, delivery information was buried on a separate page, and the mobile experience was broken for users on iOS Safari. High-intent visitors were arriving and leaving without converting.

The Rebuild

We rebuilt the store on a new custom theme with furniture retail at its core. Product pages were redesigned around high-resolution room-set photography, a delivery estimator using postcode lookup, and a fabric/finish swatch system powered by product variants. The mobile checkout was rebuilt end-to-end, reducing the steps from seven to three.

CRO Programme

• A/B tested delivery promise placement — moving it above the fold increased add-to-cart rate by 22%.
• Added a 'View in your room' AR feature using Shopify's built-in 3D model support.
• Introduced a buy-now-pay-later option via Klarna, increasing AOV by £65.
• Rebuilt the mega menu to surface popular collections within two clicks.
• Implemented a post-purchase upsell for care products and accessories.

“We'd been spending more and more on ads but getting diminishing returns. Fixing the site itself was the unlock we didn't know we needed.”

The Results

• Revenue grew from £1.2m to £2.4m in 14 months — a 100% increase.
• Checkout abandonment dropped from 78% to 51%.
• Mobile conversion rate tripled from 0.6% to 1.9%.
• Average order value increased by £115 following Klarna integration and upsell implementation.
• Organic traffic grew 45% following a concurrent SEO programme.