Premium Skincare (DTC)
8-figure DTC brand, ~140 SKUs, US + CA · Shopify Plus (migrated from Magento 2)
Magento 2 cost $9k a month in hosting, extensions and emergency dev before a single feature shipped. Mobile LCP sat at 5.4 seconds and mobile converted at less than half the desktop rate across 68% of sessions. The named constraint: 11,412 indexed URLs and a top-3 organic position on their hero category, so a migration that lost rankings would cost more than the platform ever saved.
+41%mobile conversion rate1.62% to 2.28% over the first 90 days post-launch
5.4s → 1.8smobile LCP75th-percentile CrUX field data, not lab
+27%organic sessionssix months post-migration vs. pre-migration baseline, branded queries excluded
$108k/yrplatform cost removedhosting, extension licences and the standing emergency dev retainer
What we did
- Rebuilt the storefront on Online Store 2.0 with a custom section library. No page builder app, no theme bloat. Third-party scripts cut from 34 to 11.
- Mapped all 11,412 legacy URLs to 301s before cutover, preserved paginated collection canonicals, and rebuilt product and breadcrumb schema. Verified against a pre-migration Search Console baseline.
- Moved reviews and subscriptions to Shopify-native plus Recharge, retiring nine paid Magento extensions and their update tax.
- Ran a post-launch CRO program on PDP ingredient disclosure, cart drawer upsell and a rebuilt mobile checkout.
“Everyone told us a Magento migration costs you six months of rankings. We had ours back in five weeks, and the mobile site stopped quietly losing us money.”Head of Ecommerce, Skincare DTC
Engagement Replatform + CRO retainerTimeframe 7 months (4-month migration, 3-month optimization)
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
What we did
- Rebuilt the PDP around fit. Per-fit sizing tables, model height and size worn, and inline runs-small/true-to-size data mined from 4,100 existing reviews.
- Put variant-level availability and colour swatches on collection cards so shoppers stopped landing on sold-out PDPs.
- Replaced the cart page with a slide-out drawer, a free-shipping threshold set at AOV plus 18%, and exactly one relevant cross-sell.
- Rebuilt both ad channels around contribution margin and blended MER instead of platform ROAS. On Google, restructured the Shopping feed around fit and live variant availability so out-of-stock sizes stopped absorbing budget, and split brand from non-brand search. On Meta, killed six of eleven prospecting audiences and rebuilt the catalogue feed off the same variant data.
“Nobody had told us returns were a merchandising problem, not a product problem. Fixing the size chart made us more money than the ad account did.”Founder, Performance Apparel Brand
Engagement Conversion-led rebuild + paid mediaTimeframe 5 months
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
What we did
- Built a passwordless, on-theme subscription portal on Shopify customer accounts. Skip, swap, delay and change frequency without a support ticket.
- Replaced the cancel button with a save flow: pause, downgrade cadence, or a one-time offer, ordered by predicted save rate rather than by margin.
- Rebuilt the Klaviyo flow set from 6 to 17, including a pre-billing notice, four-touch failed-payment dunning, winback, and an RFM-segmented replenishment series.
- Added a post-purchase bundle upsell through Shopify checkout extensions with a 90-day supply option at a per-unit discount.
“The portal paid for itself in support hours inside one quarter. The churn number is what actually changed the business.”COO, Supplements DTC
Engagement Subscription engineering + retention retainerTimeframe 9 months
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
What we did
- Ran the paid growth audit first. Session recordings, funnel analysis and a prioritised revenue roadmap put configurator latency at #1. The redesign the client walked in asking for ranked #7.
- Built a Hydrogen/Oxygen storefront with server-rendered faceted collection pages and an edge-cached configurator.
- Integrated the existing ERP through a middleware layer for real-time stock and per-SKU lead times on the PDP. No ERP replacement, no data migration risk.
- Preserved the full URL structure and rebuilt product and breadcrumb schema so the headless cutover carried zero SEO debt.
“We came in wanting a redesign. The audit told us our problem was a six-second page. They talked us out of the thing we were ready to pay for.”VP Digital, Home Furnishings Brand
Engagement Paid growth audit → headless buildTimeframe 8 months (6-week audit, 6-month build)
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%
What we did
- Rebuilt collection architecture around buyer intent (activity × condition × capacity) instead of the internal merchandising taxonomy. 34 new indexable collections, each with genuine buying-guide content.
- Fixed the Shopify Markets duplication: correct hreflang across three regions, region-scoped canonicals, and separate Search Console properties so problems were diagnosable.
- Published 41 comparison and spec pages targeting the long-tail questions the big retailers do not write for, structured for extraction by AI answer engines.
- Ran a parallel CRO workstream on collection filtering and PDP spec tables so the new traffic had somewhere to convert.
“We stopped trying to outrank the big three and started answering the questions they ignore. That was the entire strategy and it worked.”Marketing Director, Outdoor Gear Brand
Engagement SEO + GEO program with a CRO workstreamTimeframe 12 months
B2B Wholesale (Janitorial & Packaging Supply)
~$18M/yr wholesale, 6,400 SKUs, 900 trade accounts, US · Shopify Plus with B2B on Shopify (migrated from a custom .NET portal)
Ninety-one percent of orders arrived by phone, email or fax and were rekeyed into the ERP by four full-time staff. Order-entry errors ran at 3.8%, and every one of them meant a redelivery and a credit note. The named constraint: 900 accounts on 47 negotiated price lists with net-30 and net-60 terms. No account could ever see another's pricing, and nothing could break during the fiscal year-end freeze.
+4.1%average order valuemodest on purpose. Trade buyers order what they need, so AOV was never the target
9% → 63%of orders placed self-servewithin 10 months of launch
3.8% → 0.4%order-entry error rateroughly $240k/yr of redelivery and credit-note cost removed
+$620kannual gross profit impactfour order-entry roles redeployed into account management, which opened 71 new trade accounts
What we did
- Migrated to B2B on Shopify with company profiles, 47 catalog-scoped price lists, per-account payment terms and multi-location shipping addresses.
- Built a bidirectional ERP integration pushing real-time stock, credit limit and open-invoice status into the storefront, and writing orders back with no rekeying.
- Shipped quick-order-by-SKU, CSV upload and one-click reorder from order history. Built for a purchasing manager on a deadline, not a browser.
- Ran a six-week rep-led onboarding where the field team migrated their own accounts, backed by a printed quick-start and a named CSM.
“The order value barely moved and I could not care less. We took three people off data entry and they opened seventy new accounts.”General Manager, Wholesale Distributor
Engagement B2B replatform + ERP integration + growth retainerTimeframe 10 months
Food & Beverage (Specialty Coffee)
~$3.1M/yr, 28 SKUs, subscription + one-time, US · Shopify (Klaviyo, Recharge)
A 14-day roast window meant every discount cut into a 41% gross margin that could not be rebuilt. First-order CAC was $52 against a $38 AOV, so the business only worked on the second order and 64% of customers never placed one. The named constraint: no discount deeper than 10%, ever, on any channel.
+8%conversion rate2.4% to 2.6%. The smallest number here and the least important one
$38 → $50average order value+32%, once the sampler replaced the single-bag entry offer
36% → 58%90-day repeat purchase ratethe metric the entire engagement was designed around
+$410kannualized contribution marginCAC fell 19% while AOV and repeat rate rose, at zero incremental discount cost
What we did
- Rebuilt the welcome and post-purchase flows around roast education and brew method instead of discount codes. The offer became a grind-size match and a brew guide, not 15% off.
- Segmented by roast preference and consumption rate from order history, then timed replenishment sends to each customer's actual bags-per-week rate.
- Introduced a three-bag sampler at $46 as the Meta entry offer, replacing the single-bag $18 landing page.
- Moved Meta off last-click ROAS onto 60-day contribution margin, fixed the Conversions API so the sampler purchase event reconciled against Shopify orders, and took creative from four evergreen ads to roughly twenty a month built on brew method and roast education rather than discount. Two prospecting audiences that looked profitable were not, and were cut.
“Every agency before this one wanted to fix our conversion rate. Two points of conversion would have been worthless. The repeat rate was the business.”Founder, Specialty Coffee Brand
Engagement Retention program + Meta ads rebuildTimeframe 6 months
Consumer Electronics & Accessories
~$9M/yr, 210 SKUs, US + AU · Shopify Plus (migrated from BigCommerce)
Meta ROAS had slid from 3.6x to 1.9x in a year and the team had spent twelve months buying new creative to fix it. The real cause was measurement: the BigCommerce checkout dropped 22% of purchase events and the Conversions API had never been installed, so both ad platforms were optimising on incomplete data. The named constraint: peak season was 14 weeks out, and the replatform had to be live and stable well before Black Friday traffic arrived.
1.9x → 3.4xMeta ROAS, once the 22% event gap closed60 days after server-side tracking went live, spend up 18%. Most of that is signal we recovered, not performance we invented — the honest number is the blended CAC below, which is measured against Shopify orders
-32%customer acquisition cost$44 to $30 blended across Meta and Google
4.1s → 1.7smobile LCPdesktop went 2.9s to 1.2s over the same window
+47%peak-season revenueBlack Friday through Cyber Monday, year over year
What we did
- Started with a paid audit reconciling Shopify orders against Meta, GA4 and Google Ads. The 22% event gap surfaced in week one.
- Migrated to Shopify Plus in nine weeks with full redirect mapping and a frozen scope. Launched five weeks ahead of peak.
- Implemented server-side tracking: Meta CAPI, Google Enhanced Conversions and GA4 through a server container with consent mode.
- Rebuilt campaign structure on clean data in both accounts. Consolidated 23 Meta ad sets to 7 and rebuilt the catalogue feed; on Google, rebuilt the Shopping feed off Shopify product data and split brand from non-brand search so budget stopped chasing traffic that was already ours. Budget decisions moved to a rolling 7-day blended MER window.
“We spent a year buying creative to fix a tracking bug. The audit found it in four days and cost less than one week of ad spend.”Head of Growth, Consumer Electronics Brand
Engagement Paid growth audit → migration → paid media retainerTimeframe 6 months