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.
London, UK
Shopify Store Design & Development in London
Custom Shopify storefronts for London brands whose next customer is as likely to be in Rotterdam as in Richmond.
Delivered remotely for brands across London and United Kingdom.
Build · London
Why London brands come to us for this
- Shopify Markets built into the theme layer, so currency, delivery promise and duty display change together per country
- Duty-inclusive pricing shown on the product page, not discovered by an EU buyer at the door
- 14-day cancellation right written into the PDP and returns flow where it earns conversions instead of sitting in the footer
- Category templates for the things London makes: jewellery made-to-order, chilled and ambient food splits, drop and waitlist logic
- Script budget enforced for mobile on a patchy Underground connection, not measured on office wifi
A London store is really two stores wearing the same theme. One serves a domestic buyer who expects next-day delivery as a baseline and reads a price as the price. The other serves a European buyer for whom that same product is now an import, with a duty question, a currency question and a returns question attached. Most themes are built for the first customer and quietly punish the second, which is why so many otherwise good London stores have an EU conversion rate half their UK one and no idea why.
So we build the market layer into the theme rather than around it. Country selector that actually changes something, prices that read as local prices rather than converted ones, delivery estimates that differ between a Peckham postcode and a Munich one, and a duty-inclusive total that appears on the product page instead of ambushing someone at checkout. The same discipline applies to the legal surface: the statutory 14-day cancellation right is not a paragraph in the footer, it is a promise that belongs next to the buy button where it does the most commercial good.
Then the catalogue. The categories London actually produces each break a generic theme in their own way. Hatton Garden jewellery needs made-to-order lead times, ring sizing and deposit logic on the page. A Bermondsey or Park Royal food producer needs chilled and ambient split into different shipping profiles and age gating that does not block the whole basket. East London fashion needs drop mechanics with real inventory behind them. We design the templates around what you sell, then make them fast enough to survive being opened on a phone with one bar of signal on the Northern line.
Local context
The build has to survive a border it cannot see
Delivering this work for a London brand means the front end and the commercial setup are one job, not two. A theme here has to render duty-paid pricing, a per-country delivery promise, and a returns process that answers both UK statutory cancellation and the practicalities of a customer in Dublin or Lisbon sending something back across a customs line. It also has to be honest about speed: a large share of London traffic arrives from paid social on mobile, on the Underground or a bus, so we hold a hard script budget rather than letting a review widget, a currency app, a chat bubble and a duty calculator each add half a second. We build in a dev store, load your real catalogue and metafields into it, and let you click a working store rather than approve a Figma file — because the things that go wrong in a multi-market build are almost always found by clicking, not by looking.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a London 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 London store
We do not work off a rate card. Every London 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 London — your questions
Show local prices, set deliberately. Automatic conversion produces prices like €47.83, which reads as an export rather than a product and undermines the sense that you are a normal shop in that market. We set per-country price rules with sensible rounding, and where margin allows we build duty into that number so a Dutch or German buyer sees one figure and pays it once.
Yes, and it should be a selling point rather than a caveat. We build lead time into the product page as a stated dispatch window per variant, take a deposit where the order justifies it, and drive post-purchase updates from the same metafield so the customer is not emailing you for a status. Hatton Garden clients in particular find that stating six weeks clearly outperforms implying two.
With shipping profiles and checkout logic rather than a warning banner. Chilled lines get their own profile, rates and cutoff, ambient goods ship normally, and a mixed basket splits into two shipments with the customer told before they pay. Age verification is applied to the relevant products so a customer buying a hamper with one bottle in it is not blocked from the whole order.
No. ConversionEX is based in Albuquerque, New Mexico, and we work with UK brands remotely — no London office, no London staff, no accommodation address. In practice the build runs on shared boards and recorded walkthroughs, with live calls in the late-afternoon UK window. If in-person workshops are a requirement for you, a London studio is the better fit and we will say so early.
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 London 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.