App Stack Audit & Management
Every app scored on cost, script weight, overlap and actual usage. We remove what is redundant and own the relationship with what stays.
Milan
Shopify Apps & Ongoing Growth Support in Milan
A named Shopify developer and strategist on a fixed sprint cadence, for Milan brands whose store has accumulated an app for every problem anyone ever had.
Delivered remotely for brands across Milan and Italy.
Scale · Milan
Why Milan brands come to us for this
- Full app stack audit scored on cost, script weight and overlap, including the Italian-specific invoicing, courier and consent apps
- Invoicing, gestionale and courier integrations treated as production systems and monitored, not left until an order fails
- Custom apps and Shopify Functions built where a stack of subscriptions is costing more than the code would
- A ranked backlog shipped every sprint, worked overnight against your Milan business day
- August used deliberately for cleanup, performance and next-season templates rather than for risky releases
Italian Shopify stores accumulate a very particular app stack, because the local requirements each arrive as a separate subscription. One app for electronic invoicing to SDI. One for courier labels with BRT or GLS. One for the gestionale sync. One for cookie consent. One for a currency switcher, one for translations, one that a freelancer installed in 2022 to add a size chart and is still charging every month while injecting a script on every page. Nobody has audited it, and the combined cost — in euros and in page weight — is larger than anyone in the business believes.
The retainer exists so the store stops decaying between rebuilds. We audit and own the app stack, score everything on cost, script weight, overlap and actual use, and replace the ones that would be cheaper and lighter as custom code or a Shopify Function. We keep the theme clean and documented instead of accumulating a fourth developer's undocumented edits, and we work a ranked backlog every sprint so the small things that never get done — a broken filter, a slow collection page, a translation string in the wrong language on the German checkout — actually get done.
The integrations get treated as production systems rather than as installed apps, which for an Italian store is the difference between a quiet month and a serious one. When an invoicing provider changes an API, when a courier's label format shifts, when a payment method starts failing for a subset of orders, someone has to notice and fix it. That is the part of a retainer that never appears in a proposal and is the reason to have one.
Local context
Overnight sprints, and a plan for the month Italy closes
The eight-hour gap between Milan and Albuquerque is not an advantage and we will not sell it as one — you cannot get us on the phone at ten in the morning. What it is, once the working pattern is right, is a genuine overnight cycle: you leave a prioritised list at the end of your day, the work is done while Milan sleeps, and it is waiting for review at 09:00 with notes. Live conversation sits in the overlap from roughly 16:00 to 19:00 your time, once a fortnight for planning and otherwise only when a decision genuinely needs voices. Two things make it work: written handover as the default rather than as a fallback, and an agreed escalation path for anything that stops orders, which is monitored rather than waiting for a meeting. The other calendar fact we plan around is August. Milan effectively closes, your team and often your suppliers are away, and it is the wrong month to ship a risky change and the right month to do the unglamorous work — app stack cleanup, performance, documentation, next season's templates — that never gets a window during the rest of the year.
Scope
What Apps & Support includes
The same standard of work we run for every client — applied to a Milan brand’s realities.
Full service detailCustom App & Function Development
Private apps, Shopify Functions and admin extensions built when a subscription stack is more expensive or slower than owning the code.
Theme Maintenance & Speed
Quarterly Core Web Vitals review, dead-code removal, dependency updates and regression testing against Shopify's platform releases.
Priority Bug Support
Named Slack channel with defined response times: two business hours for revenue-blocking issues, one business day for everything else.
Monthly Optimisation Workstream
A ranked backlog of improvements, features and experiments, with an agreed sprint capacity so a fixed number of items ship every month.
Quarterly Roadmap Review
A session on what shipped, what it moved, and what the next quarter should target. Priorities get reset against your commercial plan, not a fixed contract scope.
Scoped and quoted for your Milan store
We do not work off a rate card. Every Milan engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Store Health Check
App stack, theme code, speed, integrations and open bug list documented in the first two weeks. You get the findings whether you continue or not.
Stabilise
Redundant apps removed, urgent bugs cleared, monitoring and staging environments set up. Usually pays for a chunk of the first quarter in cancelled subscriptions.
Backlog & Cadence
A shared, ranked backlog and a fixed sprint rhythm. You always know what is in flight, what is next, and what capacity is left.
Ship Monthly
Two-week sprints with a demo and changelog at the end of each. Work is visible in your own board, not hidden in an agency system.
Review & Reprioritise
Monthly reporting on what shipped and what it moved, then a quarterly reset of priorities against your commercial goals.
Proof
Apps & Support results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Supplements (Subscription DTC)
~$4.2M/yr, 60% subscription revenue, 22 SKUs, US · Shopify Plus (Recharge, Klaviyo)
Monthly subscription churn hit 9.4% and the cancel flow was a single button on a hosted page nobody had touched in three years. Support processed 340 subscription changes a month by hand because customers could not do it themselves. The named constraint: no forced logins. The brand refused to gate account access behind a password reset, which ruled out every off-the-shelf portal.
9.4% → 6.1%monthly subscription churnheld for five consecutive months, not a single-month dip
+34%12-month customer LTV$187 to $251 on the subscriber cohort
19% → 38%of revenue from email + SMScategory benchmark for a healthy program is 25-40%
-71%subscription support tickets340/mo to 98/mo after the self-serve portal launched
Outdoor & Sports Gear
~$7M/yr, 480 SKUs, US + EU via Shopify Markets · Shopify Plus (Shopify Markets, 3 regions)
Paid social carried 81% of revenue and CAC had climbed 44% in eighteen months. Organic sat at 2,100 sessions a month against category competitors doing ten times that, and the EU storefront duplicated the US catalogue with no hreflang at all. The named constraint: three national retailers own the head terms with link profiles this brand could not match in a year, so the plan had to win on query depth instead of authority.
+186%organic sessions2,100 to 6,000/mo, branded queries excluded
+21%conversion rate on organic traffic1.9% to 2.3% after the collection and PDP work landed
$61 → $45blended CACorganic share of revenue went from 8% to 24%
+38%revenue year over yearwith paid media spend down 12%
In their words
Clients on this work
$1,900/mo of app spend cancelled
“First month they cancelled eleven apps we were still paying for, just under $1,900 a month, which covered more than half the retainer before they shipped a line of code. The backlog lives in our own board and we rank it together — it is not a bucket of hours that quietly evaporates. Two years in and I have never had to chase a bug fix twice. We are twenty minutes from their office and they still turn up in person for the quarterly, which I appreciated more than I expected to.”
OwnerSporting goods brand, ~$4M/yr · Albuquerque, NM
Verified client, 2025FAQ
Apps & Support in Milan — your questions
An agreed escalation path, not a hope that someone is awake. Anything that stops orders — checkout failing, a payment method down, a mass Merchant Center disapproval — triggers alerting that reaches us regardless of the hour, and we respond rather than waiting for the overlap window. For everything below that severity the honest answer is that it enters the next overnight cycle and is with you the following morning, and we would rather set that expectation than promise a response time we cannot hold at eight hours' distance.
Yes, and the handover is its own short piece of work. We inventory the theme, the customisations, the apps and any custom code, document what we find, and identify what is load-bearing versus what is abandoned. Italian stores frequently have one undocumented piece doing something critical with invoicing or courier data, so we find that before touching anything else. You keep ownership of everything — the store, the code, the accounts.
Fewer than you have, and the number matters less than what each one costs in page weight. The usual finding is two or three overlapping apps doing one job, one abandoned app still injecting script on every page load, and one genuine load-bearing integration everyone forgot they were paying for. We rank by monthly cost against measured script impact, remove the redundant, and only then discuss whether anything is worth rebuilding natively.
No. ConversionEX works from one office, in Albuquerque, New Mexico, and every Milan client is served remotely — no Italian entity, no Milan address, no staff in the country. Where local expertise is genuinely required, such as Italian copy, legal advice on consumer law or your electronic invoicing setup, we work alongside your existing providers rather than claiming capability we do not have. If an engagement justifies travel for a kickoff or a fair, we travel.
A named developer and strategist, an agreed sprint capacity, priority bug support, app stack management and monthly reporting. Capacity is set in hours per month and rolls over one month if unused. Anything outside scope gets quoted separately before work starts.
Three months, then rolling with thirty days' notice. The three months exists because the first month is mostly stabilisation and you would not see the benefit of the arrangement inside a shorter window. We do not do twelve-month lock-ins.
When the subscription cost exceeds roughly $500 a month, when the app injects scripts that hurt Core Web Vitals, or when you need logic no vendor offers. Below that threshold, buying is almost always the right answer and we will say so.
Next step
Apps & Support for your Milan brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.