Conversion design, tested before it ships.

A multi-market storefront that has to convert, not just look the part.

A direct-to-consumer brand sells a family of home-appliance products on Shopify, direct to consumers across several European markets including a dedicated additional-language storefront. A range like this lives or dies on the product page: a buyer comparing models needs the benefits, the trust signals and the decision support in front of them before they scroll past the add-to-cart, in their own language, on the phone they're actually holding.

When we came in as the storefront's design owner in mid-2024, the brief was never a single page or a one-off fix. It was the whole estate — homepage, PDPs, collections, cart, checkout, navigation, search, service and policy pages — and a standing question underneath all of it: where is the storefront leaking confident purchases, and how do we prove a change moves conversion rather than just looks better? This is an anonymised account: it describes the shape of the engagement, with no brand name, logo, screenshots or identifying detail.

A reusable conversion PDP, then a habit of testing it.

The first body of work was a full storefront redesign in 2024: wireframes, a defined type system and high-fidelity designs for around a dozen core page types, plus a dedicated additional-market storefront and the pre-launch performance and QA work to get it live. That established the design language. The next move was to prove it on conversion.

From early 2025 we designed a reusable, conversion-focused PDP template — a sticky buy button, a trust and certification section, a short "how it works" explainer, structured descriptions and reviews, bundle add-to-cart with an info popup, model-comparison and upgrade blocks, and a problem-to-solution UGC video slot. Built once, it was adapted across the range so every product page started from the same conversion-aware baseline instead of being designed from scratch.

On top of that template we stood up a hypothesis-led A/B-testing programme. Scroll-depth analysis showed most visitors decided around the add-to-cart fold, so we designed variants that moved value above it — benefit bullets, a bestseller badge, social proof and the UGC video earlier in the gallery. The variants that won their tests — including a sticky add-to-cart and a benefits-and-social-proof PDP — were promoted to the live store; a ground-up hero-product PDP redesign similarly beat the legacy page in test and shipped.

Two redesigns in, measured honestly.

Two years in, the brand undertook a full rebrand and a new Shopify theme. We were the storefront-side design owner who turned them into a build-ready design system across every page type — PDPs, homepage, collections, service and policy pages, mega-menu, consent UI — ran design QA over the vendor's iterations (catching missing states, design-system gaps and local-language copy overflow), and handled CRO and performance guidance and accessibility through dev handoff. The rebranded theme went live mid-2026.

We hold one disciplined line on all of it: a redesign is not, by itself, a conversion result. Blended store conversion is moved by traffic mix, offers, pricing, seasonality and the wider market as much as by the storefront — and over the period the blended rate fell. We therefore make no store-wide lift claim: that restraint is the rigour, not a caveat. What we stand behind is the work itself — a coherent multi-market storefront, a reusable conversion PDP system, and a standing testing habit where individual, isolated PDP experiments won on the test tool and were rolled out — with the magnitudes held as developer-relayed signals pending the primary test records, never presented as audited store-wide outcomes.