From checkout flow redesign to product page psychology — the exact changes we made and the results they drove.
A fashion client came to us with a Shopify store that had solid traffic but a 1.2% conversion rate. The industry average for fashion e-commerce sits around 1.5–2%. After a three-month optimisation sprint, they hit 2.6%. Here's exactly what we changed.
Their header had 14 top-level navigation items. We cut it to 5. Every extra link is a decision the customer has to make before they even reach a product. Fewer choices, faster paths to purchase.
The Add to Cart button was below the fold on mobile — the platform where 70% of their traffic landed. We moved the price, variant selector, and button into the first screenful. Conversion on mobile increased by 34% within two weeks.
Their checkout had a mandatory account creation step. We switched to guest checkout with an optional post-purchase account creation. Cart abandonment at checkout dropped 22% in the first month.
Reviews were buried at the bottom of the product page. We added a star rating summary directly under the product title and pulled two review snippets above the fold. Customers who saw reviews before scrolling converted at 1.8× the rate of those who didn't.
"Conversion optimisation is 80% removing friction and 20% adding persuasion. Most stores get this backwards."
