Offer Document · 2026
By Skuology · Led by Darjan Hren
Conversion rate optimization for Shopify stores doing $50k–$1m a month
Conversion rate optimization services
Most stores under $500k a month don't have a traffic problem. They have a conversion problem. More traffic multiplies the rate you already have, leaks included. I find the structural leak, rebuild that layer, and measure the change against a control.
What the work is
A diagnosis, not a checklist
Structural diagnosis
Find the layer that's leaking before changing anything
A checklist tells you what's theoretically true for every store: add trust badges, use good images, make the CTA contrast. An audit tells you what's wrong with yours, in priority order. The buying journey leaks in a small number of predictable places, and across 80+ Shopify projects the highest-impact fix is almost never the thing the owner was about to change.
The Baseline Framework™
Sequencing, which is what most tactic lists are missing
The homepage is roughly 80% trust and 20% selling. The product page is the inverse. Early in the journey people need reassurance more than a pitch; once they're interested they need the decision made easy. Put selling pressure on a homepage and it reads as pushy. Put reassurance where the decision happens and it reads as hesitation. Competitors publish tactics. The order is the part that moves the number.
Rebuild, then measure
Redesign the leaking layer around how buyers actually evaluate
One change at a time, against a control, measured on the metric that matches the change. A checkout fix is measured on checkout completion, not sitewide conversion. A product page change is measured on add-to-cart rate. Winners are picked on profit, revenue per visitor, or margin-adjusted order value, never on raw sales. A variant that sells more units at a worse margin is a loss with a green arrow next to it.
Honest scope
I will tell you when testing is the wrong tool for your store
A meaningful A/B test needs roughly 200–250 conversions and about 5,000 sessions per variation, and more for split tests. Most stores at this size are below that floor and nobody tells them. Below it, you rebuild the structure and measure against a clean before-and-after. That trades statistical certainty for speed, and for most stores it's the right trade. It also means some engagements start with a rebuild rather than a testing programme.
How it runs
Audit, design, implement, measure, iterate
Audit
Diagnose the structural leaks in priority order across the buying journey. Review mining, session recordings and heatmaps where they exist, plus the analytics you already have. The output is a ranked list of what's costing conversions, not a list of best practices.
- Ranked structural diagnosis
- Priority order with reasoning
- What to leave alone
Design and implement
Rebuild the leaking layer around how buyers evaluate, not around brand preference. Shipped cleanly, with tracking verified before it goes live rather than after.
- Redesigned surface in Figma
- Implementation-ready specs
- Tracking verified pre-launch
Measure and iterate
Compare against a control over a window set before shipping. Read the segments apart, because a change that helps desktop and hurts mobile nets to flat in the aggregate. Feed the result into the next audit.
- Segmented result read
- What moved and what didn't
- Next priority
Audit
Diagnose the structural leaks in priority order across the buying journey. Review mining, session recordings and heatmaps where they exist, plus the analytics you already have. The output is a ranked list of what's costing conversions, not a list of best practices.
- Ranked structural diagnosis
- Priority order with reasoning
- What to leave alone
Design and implement
Rebuild the leaking layer around how buyers evaluate, not around brand preference. Shipped cleanly, with tracking verified before it goes live rather than after.
- Redesigned surface in Figma
- Implementation-ready specs
- Tracking verified pre-launch
Measure and iterate
Compare against a control over a window set before shipping. Read the segments apart, because a change that helps desktop and hurts mobile nets to flat in the aggregate. Feed the result into the next audit.
- Segmented result read
- What moved and what didn't
- Next priority
Mountain Ice: $45 → $73 average order value
The same engagement added $16,000 a month from one post-purchase upsell, with no extra ad spend. NYLOON lifted average order value more than 50% in 30 days on the same products and the same traffic. Laser Art went from 1.71% to 3.92% conversion within weeks.
Common questions
Before you ask
Shopify stores doing roughly $50k to $1m a month. Below that, the work is usually a structural rebuild rather than an optimization programme, because there isn't enough traffic to test single elements. Above it, the work shifts toward a continuous loop rather than a project.
No, and anyone who does is guessing. Results depend on category, price, traffic quality, product demand and what the buying journey looks like before the work starts. What I can tell you is the diagnostic that 80+ Shopify projects and over $100M in tracked revenue have run against.
A redesign changes how the store looks. This changes the order in which a buyer receives information and where the decision gets made. Some engagements do include a rebuild, but only after the diagnosis says the structure is the problem rather than the surface.
Only if you have the traffic for it. Roughly 200–250 conversions per variation is the working floor, and detecting a small difference needs far more than that. Below the floor I'll say so and we rebuild the structure instead, measured against a clean before-and-after.
One person, and you should know what that costs you. An agency gives you parallel capacity and cover when someone is on holiday. You get neither. What you get instead is that the person who diagnosed your store is the person who redesigns it, so nothing is lost handing a brief from a strategist to a designer who never saw the data. If you need five workstreams running at once, hire an agency.
Shopify only. Every ranking competitor on this page is a generalist working across platforms. The patterns that move Shopify stores are specific to how Shopify themes, cart drawers and checkout behave, and that specificity is the whole point.
It starts with a diagnosis. Where the structure needs rebuilding, that's the Baseline Conversion Blueprint™. Where the monetization layer is the gap, that's the Invisible Second Sale™. Where it's an ongoing loop, it's a retainer. The call decides which.
Find out which layer is costing you conversions
A free 30-minute call. I'll walk through where your conversion and average order value gaps are, and tell you which of the three engagements fits, or that none of them do. No hype, no fake certainty.
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