Shopify CRO Consultant · Skuology · Baseline Framework
Your Shopify store is leaking revenue. I fix that.
I'm a Shopify CRO consultant and co-founder of Skuology. I combine CRO strategy, conversion design, and upsell systems to help Shopify brands capture the revenue they're already generating traffic for. No guesswork. No generic redesigns. The Baseline Framework.
Brands I've worked with
The problem
Most Shopify stores look fine on the surface. The revenue logic underneath is broken.
Traffic is expensive. Ads are running. The store is live. But conversion rates sit below 2%, cart abandonment is high, and AOV never moves - because no one designed for revenue. They designed for aesthetics.
Weak product page hierarchy
Visitors can't find what matters. The buy decision gets buried under irrelevant content, weak trust signals, and no clear hierarchy guiding them to purchase.
Zero upsell logic
Every order that ships without a cross-sell, bundle, or post-purchase offer is revenue you already paid to acquire - and didn't capture. Most stores leave €15–30 per order on the table here alone.
No CRO system
Changes get made based on opinions, not data. Without a structured testing and measurement framework, you never know what's actually moving the needle - so you keep redesigning instead of optimising.
Generic theme, not a revenue machine
Most Shopify themes are built for aesthetics, not conversion architecture. A store that looks good but doesn't sell isn't an asset - it's a liability.
Weak product page hierarchy
Visitors can't find what matters. The buy decision gets buried under irrelevant content, weak trust signals, and no clear hierarchy guiding them to purchase.
Zero upsell logic
Every order that ships without a cross-sell, bundle, or post-purchase offer is revenue you already paid to acquire - and didn't capture. Most stores leave €15–30 per order on the table here alone.
No CRO system
Changes get made based on opinions, not data. Without a structured testing and measurement framework, you never know what's actually moving the needle - so you keep redesigning instead of optimising.
Generic theme, not a revenue machine
Most Shopify themes are built for aesthetics, not conversion architecture. A store that looks good but doesn't sell isn't an asset - it's a liability.
Why this matters
Most Shopify stores I audit have the same problem: they look good but convert badly. The design is fine - the revenue logic is broken. I fix that with a system, not opinions.
The solution
The Baseline Framework: built for revenue, not portfolios.
We don't guess. Every project runs through the Baseline Framework - a CRO-first design methodology built by Skuology across 90+ Shopify stores and $150M+ in influenced revenue.
Unlike a typical agency rebrand, Baseline is a conversion architecture system. Every layout decision, every copy line, every upsell placement is traceable back to a revenue outcome.
Explore the frameworkResearch-first
Every Baseline project starts with a store audit and customer research. We know why people don't buy before we design anything.
System-driven
The Baseline design system creates visual and structural consistency that compounds - every page builds trust faster because it follows the same logic.
Conversion architecture
Every section earns its place. Layout, hierarchy, copy, and CTA placement are all decisions backed by conversion data.
Revenue metrics
I track CVR, AOV, and RPU - not just deliverables. If the numbers don't move, the work isn't done.
Research-first
Every Baseline project starts with a store audit and customer research. We know why people don't buy before we design anything.
System-driven
The Baseline design system creates visual and structural consistency that compounds - every page builds trust faster because it follows the same logic.
Conversion architecture
Every section earns its place. Layout, hierarchy, copy, and CTA placement are all decisions backed by conversion data.
Revenue metrics
I track CVR, AOV, and RPU - not just deliverables. If the numbers don't move, the work isn't done.
Built by Skuology
We didn't just learn upsell strategy - we built a Shopify app around it.
Upsellr is a Shopify app we built at Skuology that installs revenue logic directly into your store. Cart upsells, post-purchase offers, goal bars, bundle prompts, gift-with-purchase flows - the invisible second sale, automated.
When we work with your store, we're not applying theory. We're applying the same system we built into a product used by Shopify brands to increase AOV without changing a word of their paid traffic.
How it works
Three steps to a higher-converting store.
The Revenue Scan
Store audit, conversion data analysis, heatmap and session review. You get a prioritised action plan - the exact revenue leaks and what to fix first - before a single pixel moves.
- Store audit report
- Heatmap + session review
- CRO priority matrix
- Project brief
The Baseline Build
Figma wireframes and high-fidelity designs built section by section, with conversion logic documented at every decision. Copy, hierarchy, and upsell placement baked in from the start.
- Full Figma wireframes
- Baseline design system
- CRO annotations
- Copy framework
Launch & Track
Dev-ready handoff or full Shopify implementation. The store launches with tracking in place - I make sure results are measurable from day one.
- Dev-ready specs
- Shopify implementation
- QA + testing
- Results tracking setup
The Revenue Scan
Store audit, conversion data analysis, heatmap and session review. You get a prioritised action plan - the exact revenue leaks and what to fix first - before a single pixel moves.
- Store audit report
- Heatmap + session review
- CRO priority matrix
- Project brief
The Baseline Build
Figma wireframes and high-fidelity designs built section by section, with conversion logic documented at every decision. Copy, hierarchy, and upsell placement baked in from the start.
- Full Figma wireframes
- Baseline design system
- CRO annotations
- Copy framework
Launch & Track
Dev-ready handoff or full Shopify implementation. The store launches with tracking in place - I make sure results are measurable from day one.
- Dev-ready specs
- Shopify implementation
- QA + testing
- Results tracking setup
Revenue Opportunity
How much revenue are you leaving on the table?
Plug in your numbers. See what fixing your store's conversion rate and AOV could mean in real money.
Services
How I work with you
Increase AOV in 3 weeks
The Invisible Second Sale™
Every customer who already said yes should be worth more. Product page bundles, cart upsells, and post-purchase offers — installed to increase what each customer spends without more ad spend.
- Product page bundle strategy
- Cart upsell architecture
- Post-purchase offer system
- Offer copy + design assets
- 3 months Upsellr access
Store strategy + Figma design
Baseline Conversion Blueprint™
From guessing if your store converts — to knowing exactly what needs to change. 2–3 week intensive: store strategy and Figma design that gives you clearer pages, stronger trust, and a developer-ready blueprint.
- Store Clarity Audit
- Homepage + product page Figma blueprints
- Copy + messaging direction
- Trust + buying flow improvements
- Developer handoff notes
3–6 month retainer
Skuology Growth Partner™
Your store isn't stuck — it just doesn't have a growth partner yet. Every month: audit what's happening, design the fix, implement it, measure what worked, improve again.
- Monthly audit + strategy call
- Figma design support
- Upsell + AOV direction
- Copywriting suggestions
- Slack access
Not sure which fits? Book a free 30-min call and I'll figure it out with you.
Selected work
Stores I've fixed.
The work
Stores I've rebuilt
Tabs
Actives with chocolate
Spacegoods
Mushroom supplements
Radiance
Teeth whitening
Mon Lumière
Skincare
Claudesharks
Footwear
Zoyava
Supplements
Hydroh Bottle
Hydrogen water
MYND
Microdosing
Spicy Cubes
Actives gummies
FRESH 32
Oral care
Tabs
Actives with chocolate
Spacegoods
Mushroom supplements
Radiance
Teeth whitening
Mon Lumière
Skincare
Claudesharks
Footwear
Zoyava
Supplements
Hydroh Bottle
Hydrogen water
MYND
Microdosing
Spicy Cubes
Actives gummies
FRESH 32
Oral care
About
A growth partner, not a hired hand.
I co-founded Skuology to solve a specific problem: Shopify stores that look fine but don't convert. We built the Baseline Framework across 90+ stores and built Upsellr to automate AOV growth at scale. When you work with me, you get the system behind all of it - not just a designer for hire.
What clients say
Results over feelings
“The Skuology growth program doubled our average order value and pushed our conversion rate past 6% - and kept it there. Not a one-off spike, but a consistent lift from ongoing testing and AOV architecture. Every visitor is worth more than they were a year ago.”
Martin Zarnock
Mountain Ice
“A lot of designers build pretty websites but lack the conversion fundamentals to make them actually perform. We've been in this industry over 20 years - conversion is at the centre of everything we do. We love the new design system Darjan built for our client Health Nutrition. The sky's the limit.”
Andy Slack
JuicyLlama
“Skuology has been an amazing partner for our CRO efforts. They didn't just stop at insights - they created a clear, actionable plan with specific steps to boost our conversions. Their approach is practical, data-driven, and highly effective. I couldn't recommend them more.”
Grega Gostinčar
CEO, FeelRooty
Ready to stop leaving revenue on the table?
Three ways to increase revenue without more ad spend — conversion redesign, upsell systems, and ongoing growth partnership. See which one fits your store.