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Shopify CRO: conversion optimization, every month

Your store is live and people are visiting. The Growth Plan makes more of those visits turn into orders: every month we watch how real customers use your Shopify store, ship the improvement that matters most, and show you what changed.

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5.0 ★ on Google · Shopify stores for Zourani, VYOLA and Thereza Pedrosa Gallery · Led by Karina Paviotti, who worked in product design at Uber, helping shape payment experiences for drivers.

Why it matters

What is Shopify CRO, and what do we do?

Shopify CRO (conversion rate optimization) means helping more of the people who already visit your store buy. We do it through the Growth Plan, a monthly plan for live Shopify stores: we study how visitors behave, fix what is costing you the most sales, and send you a one-page report on what we saw, what we changed and what happened.

Shopify CRO (conversion rate optimization) means helping more of the people who already visit your store buy. We do it through the Growth Plan, a monthly plan for live Shopify stores: we study how visitors behave, fix what is costing you the most sales, and send you a one-page report on what we saw, what we changed and what happened.

Who it's for

When are we the right fit?

A good fit

✓

Your Shopify store is live, people are visiting, and sales don’t match how much your customers love the product.

✓

You’d rather improve the store a little every month than wait two years for the next redesign.

✓

You want someone to tell you what to fix first, and then actually fix it, not hand you a list.

✓

You or someone on your team can look at a proposed change and approve it within a week.

Not for us

×

Not the right fit if your store has almost no visitors yet. Optimization works on behavior, and without visitors there is nothing to read. Start with your first proper Shopify store and come back after launch.

×

Not the right fit if what you need is more traffic. We don’t run ads. When you’re ready for paid ads on top, we’re happy to refer a media buyer we trust.

A story

Why optimize a store that already works?

Because a store can lose a customer the product already convinced.

Karina once went looking for one specific rose. Only one shop in the Netherlands sold it, and its website looked like a scam. She left and bought other flowers somewhere else. The product was exactly what she wanted. The store didn’t give her enough confidence to buy, so the sale went to someone else.

Most stores don’t look like a scam. But almost every store has a few places where a customer hesitates: a shipping cost that only shows up at checkout, a size question with no answer nearby, a product page that explains everything except the one thing people want to know. You won’t see those moments in your dashboard. You see the visits and you see the orders, but not the doubt in between.

Before starting Design by Karina, Karina worked in product design at Uber, helping shape payment experiences for drivers. A driver entering their bank details has to trust the company with them. Your customer makes the same decision at checkout. Trust is designed, step by step, and it can be improved the same way.

That’s why we see launch as the starting line, not the finish. The most useful information about a store only arrives once real customers start using it.

Because a store can lose a customer the product already convinced.

Karina once went looking for one specific rose. Only one shop in the Netherlands sold it, and its website looked like a scam. She left and bought other flowers somewhere else. The product was exactly what she wanted. The store didn’t give her enough confidence to buy, so the sale went to someone else.

Most stores don’t look like a scam. But almost every store has a few places where a customer hesitates: a shipping cost that only shows up at checkout, a size question with no answer nearby, a product page that explains everything except the one thing people want to know. You won’t see those moments in your dashboard. You see the visits and you see the orders, but not the doubt in between.

Before starting Design by Karina, Karina worked in product design at Uber, helping shape payment experiences for drivers. A driver entering their bank details has to trust the company with them. Your customer makes the same decision at checkout. Trust is designed, step by step, and it can be improved the same way.

That’s why we see launch as the starting line, not the finish. The most useful information about a store only arrives once real customers start using it.

Why it matters

Why not just send more traffic?

Sending more people to a store that isn’t converting yet only makes that problem more expensive. If ten out of a thousand visitors buy today, doubling the ad budget buys you another thousand visitors who meet the same hesitation. Fixing the hesitation first means every visitor you already pay for, and every one you’ll pay for later, is worth more.

Our job is to make the traffic you already have convert. Bringing in new traffic is a media buyer’s job, and we keep the two apart on purpose.

Sending more people to a store that isn’t converting yet only makes that problem more expensive. If ten out of a thousand visitors buy today, doubling the ad budget buys you another thousand visitors who meet the same hesitation. Fixing the hesitation first means every visitor you already pay for, and every one you’ll pay for later, is worth more.

Our job is to make the traffic you already have convert. Bringing in new traffic is a media buyer’s job, and we keep the two apart on purpose.

What's inside

What’s included in the Growth Plan?

Every month

  • Behavior analysis. Heatmaps and session recordings of real visitors: where they hesitate, where they drop off, what they ignore.

  • One focused improvement, shipped. We pick the change with the biggest expected impact and build it in your store: a product page layout, the cart, the mobile flow, the trust signals around checkout.

  • Copy and content iteration. Headlines, product descriptions and buttons refined based on what visitors actually respond to.

  • One seasonal or campaign page. A landing page or a homepage update for a launch, a sale or an ad campaign your media buyer is running.

  • A one-page report. What we saw, what we changed, what happened. One page, so you actually read it.

Always included

  • Priority support, so a question about your store doesn’t wait in a queue.

  • Technical care: theme updates, backups and minor fixes.

  • Email flow tuning (welcome, abandoned cart, post-purchase), if those flows are set up.

Every quarter

  • A strategy call: we review the numbers together and set the focus for the next three months.

Not included, and where it lives instead

  • Paid ads management: your media buyer. We’ll recommend one if you need it.

  • New full sections or a redesign: quoted separately, with priority for Growth Plan clients. See Shopify redesign.

  • Photography and video production.

What's inside

What do we look at first?

Every store is different, but the first months usually go to the places where buying decisions are made:

Every store is different, but the first months usually go to the places where buying decisions are made:

The product page

The product page is where the decision happens, so it gets the most attention. Is the order of arguments right? Does the page answer the question people actually have, at the moment they have it? On VYOLA’s made-to-measure body jewelry, the doubt sits at the size input, so the fit guarantee is written right under it. Read more in What makes a product page that sells.

The cart and checkout

Shipping costs, delivery times, return terms and payment methods. Dutch shoppers expect iDEAL and Belgian shoppers expect Bancontact. A customer who has to guess at any of this at the last step often leaves.

Mobile

Most visits to the stores we work on come from a phone. What looks calm on a laptop can turn into endless scrolling on a phone, with the add to cart button nowhere in sight.

Trust

Reviews, comparisons, guarantees, the founder’s story. On Zourani’s LED face masks, the comparison table against the best-known masks sits on Zourani’s own product page, so shoppers don’t have to leave the store to do that research themselves.

Why it matters

Do you do A/B testing?

Yes, when it’s the right tool. An A/B test splits your visitors between two versions of a page and measures which one sells more. It gives the clearest answer when your store has enough visitors and orders for the difference to be real rather than chance. When it does, we set one up. When it doesn’t yet, we make the change the recordings point to and compare the weeks before and after, and we tell you which of the two we did and why.

Yes, when it’s the right tool. An A/B test splits your visitors between two versions of a page and measures which one sells more. It gives the clearest answer when your store has enough visitors and orders for the difference to be real rather than chance. When it does, we set one up. When it doesn’t yet, we make the change the recordings point to and compare the weeks before and after, and we tell you which of the two we did and why.

Pricing

What drives the cost?

The Growth Plan is one monthly plan with the same scope for every store, and we share the price on the intro call. What changes your total investment around it:

The Growth Plan is one monthly plan with the same scope for every store, and we share the price on the intro call. What changes your total investment around it:

The state of the store

If something structural needs fixing before monthly improvements make sense, that’s quoted as its own project first.

Who built it

A store we built is ready on day one. A store built elsewhere may need a first month of setup: access, tracking and recordings in place.

Bigger changes

New full sections, a redesign or a second language are quoted separately, with priority for Growth Plan clients.

Your apps and tools

Shopify, review apps and email tools have their own subscriptions, paid by you directly.

Ads

Your ad budget and your media buyer are separate.

Minimum three months, then 30 days notice. Three months is the shortest time in which a rhythm of change, measure and change again can show results.

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How we work

How does it work?

Four steps, and you approve every change before it goes live.

Four steps, and you approve every change before it goes live.

Iced coffee in a takeaway cup printed with a custom brand logo

1. Book the intro call

A free 30-minute call. You tell us about the brand, the store and what isn’t working, and we ask a lot of questions, because the real problem isn’t always the one you’d expect.

You

share the store link and, if you have them, your rough numbers.

We

tell you honestly whether monthly optimization is what your store needs right now, even if the answer is that it’s fine for now.

Café brand identity: menus, cards and labels in red, green and cream

2. Decide what it says

Before we change anything, we read your data and the first recordings and agree on where to start. The question is always the same: what does a customer need to see, understand and feel before choosing your product, and where is the store not giving it to them?

You

give us access to your Shopify store and analytics.

We

set up the recordings, read the first weeks of behavior and propose the first focus.

Branded café packaging: a tray with a wrapped sandwich, a drink and a coaster

3. Design and build

Each month we design the improvement, build it in your Shopify store and test it on every screen size before it goes live.

You

approve the change, ideally within a week.

We

ship it, and handle the theme updates, backups and minor fixes along the way.

Branded takeaway box and coffee cups next to a printed receipt

4. Launch, then learn

Once a change is live, we watch what it does. At the end of the month you get the one-page report, and every quarter we sit down for a strategy call.

You

read one page and tell us what you’re seeing on your side, from customer emails to questions at events.

We

pick the next most valuable change and start again.

Selected work

Where have we made these decisions before?

Every store we build is designed around the buying decision from the start. These are the conversion choices behind three of them.

Every store we build is designed around the buying decision from the start. These are the conversion choices behind three of them.

Zourani

LED face masks · Netherlands and Belgium

A skeptical shopper had to believe an at-home LED face mask works. So the store explains how red light therapy works before asking anyone to choose, compares itself honestly with the best-known masks on its own product page, and does all of it in Dutch, French and English. See the Zourani case

A skeptical shopper had to believe an at-home LED face mask works. So the store explains how red light therapy works before asking anyone to choose, compares itself honestly with the best-known masks on its own product page, and does all of it in Dutch, French and English. See the Zourani case

Zourani Shopify homepage hero for the LED face mask, in Dutch
Zourani Shopify homepage with LED mask hero and anti-ageing product block
Zourani Shopify product page for the LED face mask

VYOLA

made-to-measure body jewelry · Belgium

Ordering something made to measure online feels risky. The made-to-measure flow puts size guidance and a fit guarantee exactly where the hesitation happens, at the size input. See the VYOLA case

Ordering something made to measure online feels risky. The made-to-measure flow puts size guidance and a fit guarantee exactly where the hesitation happens, at the size input. See the VYOLA case

VYOLA Shopify store open on a laptop on a green armchair
VYOLA Shopify homepage on a tablet
VYOLA Shopify store on a laptop next to a printed banner

Thereza Pedrosa Gallery

contemporary art jewelry · Italy

We organized the store by artist instead of by category. The catalog has since grown from 47 to 208 products and from 40 to 44 artists, and every new artist still fits the same structure. See the Thereza Pedrosa Gallery case

We organized the store by artist instead of by category. The catalog has since grown from 47 to 208 products and from 40 to 44 artists, and every new artist still fits the same structure. See the Thereza Pedrosa Gallery case

Thereza Pedrosa Gallery Shopify store shown on a tablet on a wooden bench
Thereza Pedrosa Gallery Shopify homepage with art jewelry by category
Thereza Pedrosa Gallery Shopify collection page with brooches, earrings and necklaces

add one real Growth Plan result here as soon as a client agrees to share it.

Karina Paviotti, founder of Design by Karina

The studio

Who will you work with?

5.0 ★ on Google.

Karina Paviotti is the founder of Design by Karina, a boutique Shopify agency in Rotterdam. Before starting the studio, she worked in product design at Uber, shaping payment experiences for drivers. Today she leads every project, from strategy to launch, for business owners in fashion, beauty and lifestyle.

Questions

Frequently asked questions

CRO stands for conversion rate optimization: making changes to your store so that more of the people who visit it end up buying. On Shopify it usually means working on the product page, the cart, the mobile experience and the trust signals around checkout, based on how real visitors behave.

D

What is Shopify CRO?

CRO stands for conversion rate optimization: making changes to your store so that more of the people who visit it end up buying. On Shopify it usually means working on the product page, the cart, the mobile experience and the trust signals around checkout, based on how real visitors behave.

D

What is Shopify CRO?

CRO stands for conversion rate optimization: making changes to your store so that more of the people who visit it end up buying. On Shopify it usually means working on the product page, the cart, the mobile experience and the trust signals around checkout, based on how real visitors behave.

D

What is Shopify CRO?

Behavior analysis with heatmaps and session recordings, one focused improvement designed and shipped, copy and content iteration, one seasonal or campaign page, and a one-page report. Technical care and priority support are always included, and every quarter we have a strategy call.

D

What is included in the Growth Plan each month?

Behavior analysis with heatmaps and session recordings, one focused improvement designed and shipped, copy and content iteration, one seasonal or campaign page, and a one-page report. Technical care and priority support are always included, and every quarter we have a strategy call.

D

What is included in the Growth Plan each month?

Behavior analysis with heatmaps and session recordings, one focused improvement designed and shipped, copy and content iteration, one seasonal or campaign page, and a one-page report. Technical care and priority support are always included, and every quarter we have a strategy call.

D

What is included in the Growth Plan each month?

The Growth Plan is one monthly plan, and we share the price on the intro call. Larger changes, like new sections or a redesign, are quoted separately. Your apps, your ad budget and your Shopify subscription are paid by you directly.

D

How much does conversion optimization for a Shopify store cost?

The Growth Plan is one monthly plan, and we share the price on the intro call. Larger changes, like new sections or a redesign, are quoted separately. Your apps, your ad budget and your Shopify subscription are paid by you directly.

D

How much does conversion optimization for a Shopify store cost?

The Growth Plan is one monthly plan, and we share the price on the intro call. Larger changes, like new sections or a redesign, are quoted separately. Your apps, your ad budget and your Shopify subscription are paid by you directly.

D

How much does conversion optimization for a Shopify store cost?

Each month ships one improvement, and some show their effect within weeks. Others need more visitors and orders before the difference is clear. That's why the plan runs for at least three months: enough time to change, measure and change again.

D

How long before I see results?

Each month ships one improvement, and some show their effect within weeks. Others need more visitors and orders before the difference is clear. That's why the plan runs for at least three months: enough time to change, measure and change again.

D

How long before I see results?

Each month ships one improvement, and some show their effect within weeks. Others need more visitors and orders before the difference is clear. That's why the plan runs for at least three months: enough time to change, measure and change again.

D

How long before I see results?

Yes, when your store has enough visitors and orders for a test to give a clear answer. When it doesn't yet, we make the change the behavior data points to and compare before and after. Either way, the report tells you what we did and why.

D

Do you do A/B testing on Shopify?

Yes, when your store has enough visitors and orders for a test to give a clear answer. When it doesn't yet, we make the change the behavior data points to and compare before and after. Either way, the report tells you what we did and why.

D

Do you do A/B testing on Shopify?

Yes, when your store has enough visitors and orders for a test to give a clear answer. When it doesn't yet, we make the change the behavior data points to and compare before and after. Either way, the report tells you what we did and why.

D

Do you do A/B testing on Shopify?

Yes, the Growth Plan works for stores built elsewhere too. We start with a setup month and then improve it like any other store. If something structural is in the way, we tell you what has to be fixed first and quote that as its own project.

D

Can you work on a Shopify store you didn't build?

Yes, the Growth Plan works for stores built elsewhere too. We start with a setup month and then improve it like any other store. If something structural is in the way, we tell you what has to be fixed first and quote that as its own project.

D

Can you work on a Shopify store you didn't build?

Yes, the Growth Plan works for stores built elsewhere too. We start with a setup month and then improve it like any other store. If something structural is in the way, we tell you what has to be fixed first and quote that as its own project.

D

Can you work on a Shopify store you didn't build?

No, and that's on purpose. Our job is to make the traffic you already have convert, because sending more people to a store that isn't selling yet only makes that problem more expensive. When you're ready for paid ads on top, we're happy to refer a media buyer we trust.

D

Do you run ads to bring more traffic?

No, and that's on purpose. Our job is to make the traffic you already have convert, because sending more people to a store that isn't selling yet only makes that problem more expensive. When you're ready for paid ads on top, we're happy to refer a media buyer we trust.

D

Do you run ads to bring more traffic?

No, and that's on purpose. Our job is to make the traffic you already have convert, because sending more people to a store that isn't selling yet only makes that problem more expensive. When you're ready for paid ads on top, we're happy to refer a media buyer we trust.

D

Do you run ads to bring more traffic?

Access to your Shopify store and your analytics, permission to run a behavior recording tool, and one person who can approve a change within a week. That's it. You don't need to know what to fix; that's our part.

D

What do you need from me?

Access to your Shopify store and your analytics, permission to run a behavior recording tool, and one person who can approve a change within a week. That's it. You don't need to know what to fix; that's our part.

D

What do you need from me?

Access to your Shopify store and your analytics, permission to run a behavior recording tool, and one person who can approve a change within a week. That's it. You don't need to know what to fix; that's our part.

D

What do you need from me?

One page: what we saw in the data and recordings, what we changed, and what happened after. Plus what we suggest for next month, so you always know why each change comes next.

D

What's in the monthly report?

One page: what we saw in the data and recordings, what we changed, and what happened after. Plus what we suggest for next month, so you always know why each change comes next.

D

What's in the monthly report?

One page: what we saw in the data and recordings, what we changed, and what happened after. Plus what we suggest for next month, so you always know why each change comes next.

D

What's in the monthly report?

Yes. Theme updates, backups and minor fixes are part of the Growth Plan, together with priority support. We don't offer maintenance on its own, because a store that only gets maintained doesn't get better.

D

Is technical maintenance included?

Yes. Theme updates, backups and minor fixes are part of the Growth Plan, together with priority support. We don't offer maintenance on its own, because a store that only gets maintained doesn't get better.

D

Is technical maintenance included?

Yes. Theme updates, backups and minor fixes are part of the Growth Plan, together with priority support. We don't offer maintenance on its own, because a store that only gets maintained doesn't get better.

D

Is technical maintenance included?

Yes. The minimum is three months, after that it runs month to month with 30 days notice.

D

Can I stop the Growth Plan?

Yes. The minimum is three months, after that it runs month to month with 30 days notice.

D

Can I stop the Growth Plan?

Yes. The minimum is three months, after that it runs month to month with 30 days notice.

D

Can I stop the Growth Plan?

Yes. Plenty of Dutch brands sell in both, sometimes in several languages. We look at each market's behavior separately when the numbers allow, from payment methods like iDEAL and Bancontact to how shoppers move through each language version.

D

Does it work for stores selling in the Netherlands and Belgium?

Yes. Plenty of Dutch brands sell in both, sometimes in several languages. We look at each market's behavior separately when the numbers allow, from payment methods like iDEAL and Bancontact to how shoppers move through each language version.

D

Does it work for stores selling in the Netherlands and Belgium?

Yes. Plenty of Dutch brands sell in both, sometimes in several languages. We look at each market's behavior separately when the numbers allow, from payment methods like iDEAL and Bancontact to how shoppers move through each language version.

D

Does it work for stores selling in the Netherlands and Belgium?

Not on the list?

Ask it on a call

Thirty minutes, free. You talk to Karina, not a salesperson, and by the end of the call you’ll know whether we’re a good fit. If we’re not, we’ll tell you that too.

Book a call

Keep reading

Shopify store design

→

Shopify redesign

→

DTC Shopify agency

→

Shopify migration

→

What makes a product page that sells

→

iDEAL and Wero in your Shopify store

→

Let's work together

Make every visit count for more

Book a call

Thirty minutes, free. You talk to Karina directly, and by the end of the call you’ll know whether we’re a good fit. If we’re not, we’ll tell you that too.

Thirty minutes, free. You talk to Karina directly, and by the end of the call you’ll know whether we’re a good fit. If we’re not, we’ll tell you that too.