Offer Document · 2026
By Skuology · Led by Darjan Hren
A strategy + Figma redesign blueprint for underperforming Shopify stores
Baseline Conversion Blueprint™
Turn a generic or underperforming Shopify store into a clear, sales-focused blueprint your developer can build from — with clearer pages, stronger trust, better product selling, and a buying journey made to convert.
What you get
A store redesign on paper — before you pay for a build
Store clarity audit
Every page judged against one question — does it help the visitor buy?
We audit your current store top to bottom: homepage hierarchy, product page persuasion, navigation logic, trust signals, and the mobile buying journey. You get a prioritised list of what's costing you conversions and why, grounded in the Baseline Framework we've applied across 90+ Shopify stores.
Homepage & product page blueprints
High-fidelity Figma designs for the two pages that decide your conversion rate
The homepage that frames your brand and the product page that closes the sale get full redesign treatment: section-by-section structure, visual hierarchy, copy direction, and trust placement — designed in your brand, annotated so a developer knows exactly what to build and why each decision was made.
Trust & buying flow redesign
The connective tissue between landing and checkout
Collection structure, cross-page trust signals, objection handling, and the path from first click to cart. Most redesigns make a store prettier; this one makes the journey shorter and the decision easier.
Developer-ready handover
A blueprint any competent Shopify developer can build from
You get the Figma file, the annotation layer, the strategy rationale, and a build checklist. Important boundary: this service delivers the strategy and design — not the development build. If you want ongoing implementation support afterwards, that's what the Skuology Growth Partner™ retainer is for.
The 2–3 week process
Audit, design, handover — in order
Audit & strategy
Full store clarity audit against the Baseline Framework, competitor and category context, and an approved redesign strategy before any pixels move.
- Store clarity audit document
- Conversion priority matrix
- Approved redesign direction
Design
Homepage and product page designed in high-fidelity Figma, in your brand, with annotation explaining every structural decision.
- Homepage blueprint (Figma)
- Product page blueprint (Figma)
- Trust & buying flow recommendations
Refine & handover
One structured revision round, then the full handover pack — Figma file, annotations, rationale, and a developer build checklist.
- Revision round
- Annotated Figma handover
- Developer build checklist
Audit & strategy
Full store clarity audit against the Baseline Framework, competitor and category context, and an approved redesign strategy before any pixels move.
- Store clarity audit document
- Conversion priority matrix
- Approved redesign direction
Design
Homepage and product page designed in high-fidelity Figma, in your brand, with annotation explaining every structural decision.
- Homepage blueprint (Figma)
- Product page blueprint (Figma)
- Trust & buying flow recommendations
Refine & handover
One structured revision round, then the full handover pack — Figma file, annotations, rationale, and a developer build checklist.
- Revision round
- Annotated Figma handover
- Developer build checklist
See the before/after work this blueprint produces
Stores like Tabs, Spacegoods, and Mountain Ice run on structures designed this way. Browse the case studies to see what a conversion-first redesign looks like in practice — including a +69% conversion lift for Spacegoods.
Common questions
Before you ask
It's the strategy and design layer: high-fidelity, annotated Figma blueprints for your homepage, product page, and buying flow. The development build is not included — you hand the blueprint to your developer, or continue with the Skuology Growth Partner™ for implementation support.
Shopify stores doing roughly $500k–$5M a year whose theme has drifted into "generic template" territory — decent traffic, flat conversion, and a store that doesn't look or sell like the brand deserves.
Because structure is the expensive thing to get wrong. Designing on paper first means every section earns its place before development money is spent — and your developer builds once, from an annotated plan, instead of iterating live on your revenue-producing store.
Store access for the audit, your brand assets, analytics access if available, and one feedback call per week. The audit, strategy, design, and documentation are all done for you.
Three paths: your in-house or freelance developer builds from the handover pack; we connect you with developers we trust; or you continue into the Skuology Growth Partner™ retainer where the blueprint gets implemented and iterated monthly.
What's included
Strategy, design, and a store blueprint your developer can build from.
Store Clarity Audit
A sales diagnosis of your store. We map what's hurting trust, clarity, and conversions before touching a single design element.
- Heatmap + session review
- VoC research
- CRO priority matrix
- Revenue leak map
Included
Baseline Page Blueprints
Figma wireframes and high-fidelity designs for your homepage and best-selling product page — built around your customer's buying psychology.
- Full Figma file
- Conversion annotations
- Copy framework
- Mobile designs
Included
Trust + Buying Flow
We fix the trust signals around the buying decision: guarantees, badges, reviews, delivery clarity, and cart reassurance.
- Trust signal audit
- Checkout friction removal
- Social proof placement
- Mobile buying flow
Included
The opportunity calculator
What does doubling your conversion rate mean for your store?
Your store currently generates: $17.6k / month from organic traffic
Conservative
1.5× CVR(to 2.7%)
$8.8k
additional / month
$105.3k
annual impact
Realistic
2× CVR(to 3.6%)
$17.6k
additional / month
$210.6k
annual impact
Baseline average
2.9× CVR(to 5.2%)
$33.3k
additional / month
$400.1k
annual impact
The Baseline Framework has achieved an average 20-50%+ CVR lift across 90+ Shopify stores. Doubling your conversion rate is a realistic mid-point target.
The exact lift you can achieve depends on your starting point — that's what the audit identifies before any design begins.
Get the full proposal
Ready to build your store's Baseline?
Enter your name and email to access the full Baseline Conversion Blueprint™ proposal — scope, what's included, investment, timeline, and how to start.
No spam. No pitch sequences. Just the proposal.
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