Firoz Pickles

The brief

Firoz Pickles had a working Shopify store and steady organic traffic. The traffic was never the problem. What that traffic produced was: visitors arrived, browsed, and left at a rate that did not match the demand behind them. That is funnel friction, not a demand problem, and it does not get fixed by spending more on ads.

01

Traffic Was Never the Problem

We started with a funnel and store CRO audit to find where visitors were actually dropping off, rather than guessing from top-line analytics. The audit is the whole engagement in miniature: find the leak before prescribing the fix.

02

Fixing the Two Stages That Cost the Most

Work was prioritized on the landing page and the checkout, the two stages where small friction costs the most completed orders. Changes were structured as testable improvements, so a result could be attributed to a specific fix rather than to a general redesign.

03

Raising Average Order Value

Conversion rate alone only gets you part of the way. We worked on average order value in parallel, so that each converted visitor was worth more. That is the second multiplier that turns a conversion lift into a sales lift.

04

2.4x Conversion, 3x Sales

Conversion rate came out 2.4x higher. With average order value lifted alongside it, total sales landed at 3x, on the same organic traffic the store already had. The two numbers measure different things and multiply together, which is why the sales figure is higher than the conversion figure.

The outcome

Conversion rate lifted 2.4x and, with average order value raised alongside it, total sales came out 3x higher on the same organic traffic. No extra spend, no new audience: the same visitors, converting better and spending more per order.

In their words