E-commerce & CRO 2025

TwoPoles

Shopify ongoing development with CRO framework: +0.4pp conversion, +9% AOV and performance control in a constantly evolving e-commerce.

Ongoing 3 specialists 2025 twopoles.co
Services
  • Shopify Development
  • CRO
  • Analytics
  • UX/UI Design
  • Performance Optimization
Related services

01The challenge

The challenge

TwoPoles manages an e-commerce with constant changes: promotions, product updates, UX improvements. The risk is degrading conversion and speed with each change. They needed a continuous CRO framework that would allow them to prioritize by impact, measure results and turn learnings into systematic improvements.

02The solution

The solution

We implemented Shopify ongoing development with permanent focus on the funnel: collection optimization, product pages, bundles, upsells and strict app and performance control. We established a CRO framework with a prioritized hypothesis backlog, complete tracking instrumentation, short iteration cycles and standardization of changes that demonstrate positive impact.

Tech stack

How it's built

Front end

  • Liquid Shopify templates
  • Figma UI design

Engine

Growth

  • GTM Tag management
  • GA4 Web analytics
  • Hotjar User behaviour

03Architecture

How a request flows

  1. The team audits the current Shopify funnel and prioritizes the CRO hypothesis backlog by estimated impact

  2. Each hypothesis is implemented as a controlled change (collection, PDP, bundle or upsell), with its tracking instrumented from the start

  3. A visitor browses the store and their journey is recorded by GTM/GA4 and Hotjar, with strict control over apps so as not to degrade performance

  4. At the end of the cycle, the team measures the result of the change against the initial hypothesis and decides whether to standardize it

  5. Changes that show a positive impact become the store's new standard, and the cycle starts again with the next hypothesis in the backlog

04Measured impact

Results

  • +0.4pp Conversion (2.1 to 2.5%)
  • +9% Average order value (AOV)
  • +14% Revenue per visitor
  • -22% Mobile load time

Verifiable data

Metrics in detail

Specialists on the project team
3
Funnel levers under continuous optimization (collections, PDP, bundles, upsells)
4

Methodology: Project scope data (2025): the team comes from the contract; the funnel levers, from the scope of the ongoing development. The conversion, average order value, revenue per visitor and performance metrics are in the results section of this case study.

05The process

The process

  1. Audit

    Funnel analysis and CRO opportunities

  2. Backlog

    Hypothesis prioritization by estimated impact

  3. Implementation

    Development of improvements with tracking

  4. Measurement

    Results analysis and validation

  5. Iteration

    Standardization and next cycle

“The systematic CRO approach has transformed how we make decisions. We no longer improvise changes: every improvement is backed by data and the impact is measurable.”

Director E-commerce TwoPoles

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