The Baseline Framework
The Baseline Framework for Shopify CRO.
The Baseline Framework is the proprietary CRO methodology behind every Skuology project — five pillars that take a Shopify store from leaking traffic to compounding revenue.
90+
Stores built on Baseline
$150M+
Revenue influenced
20-50%+
Average CVR lift
30%+
Average AOV increase
Five pillars
Research-first
We know why people don't buy before we design anything.
Every Baseline project starts with a structured store audit and customer research. Heatmaps, session recordings, VoC mining from real reviews, and funnel data - all reviewed before a single layout decision is made.
Conversion architecture
Every layout decision has a revenue justification.
Page hierarchy, section order, CTA placement, and copy structure are all decisions made against a conversion model - not a visual preference. If a section doesn't earn its place, it doesn't ship.
System-driven design
A design system that compounds, not a one-off template.
The Baseline design system creates consistency that compounds. Every page builds trust faster because it follows the same type scale, spacing logic, and component library - not an ad-hoc collection of decisions.
AOV architecture
The invisible second sale - designed in from the start.
Upsell logic, cross-sell placement, bundle incentives, and post-purchase sequences are part of the initial architecture - not afterthoughts. Most stores leave €10–€30 per order on the table because AOV is treated as a plugin, not a system.
Revenue metrics
I track CVR, AOV, and RPU - not just deliverables.
The Baseline Framework doesn't finish at launch. Conversion rate, average order value, and revenue per unique visitor are the metrics that matter. If the numbers don't move, the work isn't done.
What makes it different
Baseline vs. Agency vs. DIY
| Baseline Framework | Agency | DIY | |
|---|---|---|---|
| Price | Fixed, scoped project | High retainer + overages | "Free" (but costly in time) |
| Timeline | 4–8 weeks | 3–6 months | Never really done |
| CRO-first thinking | ✓ Built into every decision | Often an afterthought | Rarely applied correctly |
| Design system | ✓ Full Baseline system | Custom (varies wildly) | Theme defaults |
| Repeatable process | ✓ Documented framework | Depends on the team | No system |
| Results focus | ✓ Revenue metrics tracked | Deliverables-focused | Unknown |
How it works in a project
The Baseline Framework is applied across all three service engagements — Revenue Scan, Baseline Build, and Growth Engine — at different levels of depth.
A Revenue Scan applies the research and conversion architecture pillars to your existing store. A Baseline Build runs all five pillars from scratch. The Growth Engine iterates on pillars 4 and 5 month over month.
Used in every project since 2021.
The Baseline Framework isn't a pitch concept — it's the actual process behind every client project. It's been refined across 90+ stores and is the reason results are consistent, not accidental.
FAQ
The Baseline Framework is a proprietary Shopify CRO methodology developed by Darjan Hren at Skuology. It covers five pillars — research, conversion architecture, design systems, AOV logic, and revenue metrics — applied across every project to turn a Shopify store from one that looks good into one that converts and compounds revenue.
Shopify brands doing €500k–€5M+ in annual revenue that are investing in traffic but not seeing conversion rates or AOV move. It's most effective for stores that have already validated product-market fit and are ready to build a repeatable revenue system rather than keep iterating on aesthetics.
Across 90+ Baseline projects, the average outcome is a 20-50%+ CVR lift and a 30%+ increase in average order value. Individual results vary by starting point, traffic volume, and product category — a Revenue Scan is always run first to identify your specific revenue leaks before any design work begins.
No - it's a design and conversion methodology, not a theme. Every Baseline Build produces a custom design system and Shopify theme tailored to your brand. No two stores look the same.
4–8 weeks from kick-off to launch, depending on the number of templates and asset readiness. The process always starts with the Revenue Scan audit before any design work begins.
Yes - the Revenue Scan applies the Baseline audit methodology to your existing store and delivers a prioritised fix list. You can implement the recommendations yourself, with your dev team, or as a precursor to a full Baseline Build.
The core methodology, pillar definitions, and process are documented. Clients receive full handoff documentation at the end of every engagement.
Want the Baseline Framework applied to your store?
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