Conversion-Led UX & Wireframes
Wireframes for home, collection, product, cart and checkout drawn from your own session recordings, site-search logs and support tickets. Not a template library.
Denver, CO
Shopify Store Design & Development in Denver, CO
We build Shopify storefronts for Front Range brands whose customers read the spec table before they read the headline.
Delivered remotely for brands across Denver and Colorado.
Build · Denver
Why Denver brands come to us for this
- Spec, geometry and materials data modelled as metafields so it filters, compares and feeds Google Shopping cleanly.
- Fit and sizing treated as a revenue block, not a PDF link — the biggest single lever in Colorado apparel and hardgoods.
- Warranty, repair and resale programs built into templates, because Front Range buyers check them before they check price.
- Model-year, carryover and pro-deal collection logic that does not cannibalise your current-season margin.
- Q4 gift paths wireframed separately from enthusiast paths — half of December traffic is buying for someone else's sport.
A Denver gear buyer does not convert on a lifestyle photo. They want the fabric weight, the fill power, the stack height, the axle standard, the warranty terms and a fit note written by someone who has actually worn the thing at 10,000 feet. Most bought themes give them six sections and a carousel, then wonder why the add-to-cart rate sits at 1.1%.
So we design the product page first and the homepage last. Spec tables driven by structured metafields rather than pasted into a description blob. Comparison between two models in the same family without leaving the page. Fit and sizing surfaced above the fold, because for technical apparel and hardgoods that single block moves conversion and return rate at the same time. Then a theme built in clean Online Store 2.0 Liquid your merchandiser can rearrange in Boulder on a Tuesday without opening a ticket.
The other half of the build is the part Colorado brands always forget until October: seasonality. A store that gets rebuilt in July has to hold up through a Q4 where half your traffic is gift-buying for someone else's sport. We wireframe the gift path, the size-uncertainty path and the returning-researcher path separately, and we record a conversion baseline before cutover so 'the redesign is working' becomes a number instead of a feeling.
Local context
Why a Front Range build looks different
Denver and Boulder sit inside one gear-and-natural-products cluster where the founder, the designer, the materials person and the sales rep are usually within an hour of each other — and where the customer is frequently a person who does the sport competitively. That audience punishes vagueness. Durability claims have to be specific, repair and warranty programs have to be visible on the product page rather than buried in a policy link, and the copy has to survive being read by someone in RiNo who knows more about your supply chain than your marketing team does. It also means catalogue architecture has to carry model years, previous-season carryover and pro-deal or dealer segmentation from day one, because almost every Colorado hardgoods brand runs those alongside full-price DTC.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Denver brand’s realities.
Full service detailCustom Online Store 2.0 Theme
A bespoke theme in clean, commented Liquid with modular sections your team can rearrange themselves. Zero dependency on page-builder apps.
Merchandising & Navigation System
Collection architecture, filtering, badging and cross-sell rules mapped to how your catalogue actually sells. Bestsellers surface; dead stock stops eating grid space.
Speed Budget & Core Web Vitals
Image pipeline, third-party script audit and app cleanup enforced against a hard budget: LCP under 2.5s on 4G mobile, CLS under 0.1, INP under 200ms.
Catalogue & Content Load
Products, variants, metafields, collection copy and redirects loaded and QA'd in a dev store before cutover. You review a real store, not a Figma file.
Launch, Handover & Documentation
Loom walkthroughs, a written theme guide and 30 days of post-launch fixes included. Your team owns the store from day one.
Scoped and quoted for your Denver store
We do not work off a rate card. Every Denver 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
Discovery & Data Pull
Two weeks inside your analytics, heatmaps, site search and support inbox. We leave with a ranked list of what is currently costing you revenue.
Architecture & Wireframes
Sitemap, template inventory and grey-box wireframes for every page type. Signed off before a single pixel gets designed.
Design System
Figma component library, type scale and every awkward state: empty cart, sold out, pre-order, bundle, back-in-stock, subscription upsell.
Build & QA
Liquid development in a dev store, tested on real devices and against your live app stack. Accessibility checked to WCAG 2.1 AA.
Launch & Measure
Redirect map, tracking validation, DNS cutover on a low-traffic window. Then 30 days of monitoring against the pre-launch baseline.
Proof
Design & Build results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Performance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
In their words
Clients on this work
AOV $58 → $79
“Full rebuild in 11 weeks, launched two days before Black Friday, which was an aggressive ask and probably a stupid one on my part. They pushed back hard on three homepage ideas I was attached to and were right about all three. AOV went from $58 to $79, mostly off the bundle builder they put on the product page.”
CEOHome fragrance brand, ~$6M/yr · Phoenix, AZ
Verified via Shopify Partner referralFAQ
Design & Build in Denver — your questions
Yes, once the data is modelled properly. The failure is almost never Shopify's capacity — it is specs living inside description HTML where nothing can filter, compare or index them. We move that into structured metafields first, then build the theme around it. For a bike, ski or technical apparel catalogue this modelling step decides more of the outcome than the visual design does.
Shoulder season, every time. For most Front Range outdoor brands that means starting the build in late spring so it launches before the autumn buying ramp, or starting after runoff for a summer-peak category. Launching a new storefront in the middle of your demand spike means you learn nothing and risk a lot. We scope the Gantt against your season, not our pipeline.
Yes, and it usually needs to be part of the same build rather than a later phase. Colorado brands almost always run specialty wholesale, athlete or ambassador pricing and sometimes a shop-employee pro program alongside DTC. Gated collections, customer-tag-driven pricing and separate catalogues are configuration, not custom engineering, but they need designing in from the sitemap stage.
No. ConversionEX is based in Albuquerque — same Mountain Time zone, a short flight or a day's drive. We work with Denver and Boulder brands remotely and travel up for kickoffs, photo-shoot planning and quarterly reviews. We would rather say that than list a coworking desk on Blake Street and call it an office.
Eight to twelve weeks for most brands, from kickoff to live. A single-catalogue store with clean product data lands closer to eight. Add subscriptions, B2B, or a multi-market rollout and you are looking at fourteen to eighteen. We give you a dated Gantt in week one and update it weekly.
We build on Shopify's Dawn reference theme and replace the sections we need. That gives you Shopify's own performance and accessibility baseline plus a codebase that survives platform updates. Premium themes carry code you will never use and cannot safely delete.
That is the point. Every content block is a native theme section with a schema your merchandiser can configure in the theme editor. You get a written guide and recorded walkthroughs. If you still need us for a homepage change, we built it wrong.
Next step
Design & Build for your Denver 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.