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.
Sydney, NSW
Shopify Store Design & Development in Sydney
Custom Shopify storefronts for Sydney brands, built so the delivery promise, the sizing and the payment options all survive contact with a real Australian customer.
Delivered remotely for brands across Sydney and Australia.
Build · Sydney
Why Sydney brands come to us for this
- Delivery estimates and zone-aware shipping messaging designed onto the product page, not discovered at checkout
- Afterpay and Zip instalment messaging placed deliberately on PDP and cart, then measured against contribution rather than conversion alone
- AU sizing, fit content and review filtering built as metafields, because swim and activewear returns start on the product page
- Free-shipping threshold treated as merchandising, with progress in the cart and a value tuned to real blended freight
- Full peak dress rehearsal in the shoulder months: sold-out states, pre-order copy, back-in-stock capture and threshold logic all tested before December
A Sydney storefront has to answer a question that stores in smaller countries never face: what happens when the buyer is 3,300 kilometres away. The same cart placed in Bondi and in Broome costs you wildly different money to fulfil, and the customer in each place wants to know a delivery date before they will commit. Most themes bury that on a shipping page nobody reads, then show the real number at checkout, which is where the order dies. We design the delivery story into the product page — an estimate by postcode, an honest metro versus regional split, and a free-shipping threshold that the cart actively helps the customer reach.
The second design problem is that this city's best-selling categories are the ones hardest to buy online. Swimwear and activewear out of Alexandria and Bondi carry fit risk on every order; a size run changes shape from a one-piece to a bikini top, and a generic size table is worse than none. Homewares and outdoor living out of Marrickville carry bulk-freight risk. Skincare carries claims that have to be worded carefully and structured so a customer can still find the regimen. Each of those is a merchandising decision — variant architecture, metafield-driven fit content, review filtering, bundle logic — long before it is a visual one.
Then the build has to hold up in the six weeks that decide the year. Boxing Day through late January is a concentrated, mobile-heavy, Instagram-fed rush where a slow hero image and a sold-out size selector cost more than they do in any other month. We build against a hard speed budget, in native Online Store 2.0 sections your merchandiser can rearrange without a developer, and we take the store through a full peak dress rehearsal — sold-out states, pre-order copy, threshold messaging, back-in-stock capture — well before the shoulder months run out.
Local context
The build is finished in September, not November
Working seventeen hours behind Sydney changes the shape of a project, and the honest version is that you get roughly one round-trip a day on anything that needs our answer. That is fine for a build if the sequencing respects it and awful if it does not, so we front-load: decisions written down in more detail than we would for a client in the same time zone, staged demos left in a dev store for you to review with a written walkthrough rather than a live call, and questions batched so your morning starts with a full response rather than a request for clarification. It also sets the calendar. A Sydney store that goes live in November is a store being stabilised during the only weeks that matter, so we aim to launch in the shoulder — August to early October — leaving room for a real peak rehearsal and a proper post-launch monitoring window before Boxing Day.
Scope
What Design & Build includes
The same standard of work we run for every client — applied to a Sydney 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 Sydney store
We do not work off a rate card. Every Sydney 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 Sydney — your questions
For an Australian store, yes, and it is one of the highest-return build decisions available. A Sydney metro buyer and a regional WA buyer are looking at genuinely different timelines, and a single national promise either overstates one or scares off the other. We wire the estimate to your actual carrier mix by zone so it changes with the postcode, and we word it conservatively — a met promise is worth more than an optimistic one.
Instalment messaging belongs on the product page near the price and again in the cart, not scattered through the theme as trust decoration. Australians treat BNPL as a normal payment option rather than a novelty, so the value is in clarity, not persuasion. What matters more is measuring what it does after the sale: it usually lifts average order value and it also carries a merchant fee and a returns profile of its own, so we judge it on contribution margin, not on the conversion figure alone.
Only if you are actually selling into both, and that is a commercial decision to make before the build rather than after. If you are, it is a merchandising job: market-specific collections and homepage content so a US visitor in January is not shown a Christmas swim campaign written for a heatwave. The theme has to support seasonal content that varies by market, which is straightforward to build in from the start and painful to retrofit.
No. ConversionEX is a single office in Albuquerque, New Mexico, with no Australian entity and no NSW staff, and we work with Sydney brands remotely. We are not going to sell the time difference as a benefit — it means live calls happen early in your morning and most of the work runs asynchronously. What we do about it is write decisions down properly and structure the project so one exchange a day is enough to keep it moving.
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 Sydney 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.