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.
Madrid
Shopify Store Design & Development in Madrid
Shopify storefronts for Madrid brands who need one catalogue to serve Spain, the rest of the EU and an English-reading export audience without three separate builds.
Delivered remotely for brands across Madrid and Spain.
Build · Madrid
Why Madrid brands come to us for this
- Tax-inclusive IVA display handled at theme level, with net pricing available where a trade buyer needs it
- Bizum and instalment options positioned in checkout as methods a Spanish shopper recognises, not as an afterthought row
- EU, UK and US size conversion solved on the footwear and apparel PDP instead of paid for in return shipping
- Weight, format and harvest-date fields wired through to shipping logic for olive oil, gourmet and ceramics catalogues
- Spanish and English content tracks built from translation keys on day one, so a third market is a content task later
A Spanish shopper reads a price as the price. Tax-inclusive display is not a setting you flip at the end of a build here — it decides how the product page, the collection grid, the cart totals and the B2B side are laid out, because the moment a trade buyer needs the net figure and a consumer needs the gross one, the theme has to hold both without either audience seeing the wrong number. Stores that treat this as an afterthought end up with a price on the grid that disagrees with the price in the drawer, and the shopper trusts neither.
The second thing that shapes a Madrid build is the catalogue itself. The categories this city exports break generic themes in category-specific ways: olive oil and cured product need weight, format and harvest date on the page before shipping can be quoted honestly; footwear needs EU, UK and US sizing resolved on the PDP rather than in a returns policy; perfumery needs volume, concentration and per-market ingredient copy; padel needs weight balance, shape and core spec presented the way a spec-led buyer reads it. We design templates against the category rather than dropping the category into a template.
Third is language, and it is more interesting here than in most European markets. Peninsular Spanish, English and — if Latin America is on the roadmap — a separate Spanish for Mexico or Colombia are three content tracks, not one string file with variants. We build the theme with translation keys from the first section so navigation, filter labels, size guidance, shipping pages, cart and transactional email all move together, and so adding a market later is a content job rather than a rebuild.
Local context
The build calendar is set by rebajas, August and Reyes
Madrid gives you an unusually clear window for the disruptive parts of a build. The city genuinely empties in August — traffic thins, your own team is away in shifts, and the cost of a mistake in staging is at its lowest all year. That is where we put data loads, template rewrites and the QA passes that need somebody clicking through five hundred variants. What we do not do is cut over into January, because Spanish trading does not stop on 24 December: Reyes on 6 January keeps gifting demand alive a full week past the point where most of Europe has moved on to returns, and the January rebajas start on the heels of it. So the practical shape is scope in spring, build through summer, launch in early autumn with a full quarter to test before the store has to carry the gifting peak, and treat the first week of January as a trading week rather than a deployment window.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Madrid 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 Madrid store
We do not work off a rate card. Every Madrid 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 Madrid — your questions
Neither. There is a single ConversionEX office and it sits in Albuquerque, New Mexico — there is no Spanish entity, no Castellana address and no local team behind this page. Madrid is eight hours ahead of us, so we run a short shared window late in your afternoon and write everything else down. We would rather state that plainly than imply a presence we do not have.
For Spanish and EU consumers, yes — that is what the shopper expects to see and it is the number that has to be honoured at checkout. Where it gets interesting is a mixed catalogue serving both consumers and trade, or a store also selling into markets where tax-exclusive display is the norm. Shopify Markets lets you set display behaviour per market, so a Spanish buyer sees gross and an export buyer sees the convention of their own market. We configure that per market rather than picking one global setting and hoping.
Yes, and it needs deciding early because those territories sit outside the EU VAT area — a shipment to Tenerife is an export with IGIC or local tax applied on arrival, not a domestic order with peninsular IVA. Practically that means a separate market or shipping zone, different tax treatment, honest delivery estimates, and product-page messaging that tells the buyer what happens rather than surprising them at the door. Getting this wrong is a reliable source of refused deliveries.
It depends on where the revenue is going, not on where you are sitting. If most orders are domestic, Spanish is the default market and English is the international one; if you are building an export brand where Spain is a minority of revenue, we often set the international English market as the structural default with Spain as its own market. The decision changes URL structure, hreflang and which content gets written first, so we settle it in scoping rather than halfway through the build.
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 Madrid 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.