A 5-Year-Old Shopify Store Redesigned –
89% More Revenue, Same Traffic
How a premium home décor brand stopped losing customers it had already earned – without spending a single extra dollar on ads.
Results At A Glance
-
+89%
Revenue Growth
same ad spend
-
+53%
Conversion Rate
post-redesign
-
+36%
Session Duration
avg. time on site
-
-44%
Bounce Rate
reduction
The Challenge
Arista Living had everything working in their favour – quality products, glowing reviews, a loyal customer base, and a six-figure monthly ad budget driving consistent traffic to their Shopify store. The only problem: 96.2% of that traffic was leaving without buying.
Their store had been built five years earlier and incrementally patched ever since. The result was a Frankenstein of conflicting design decisions, cluttered product pages, a checkout flow with seven unnecessary steps, and a homepage that tried to say everything and communicated nothing. It looked exactly like what it was: an old website with new products stuffed into it.
The brand’s CRO specialist had run A/B tests but found it impossible to move the needle because the underlying design architecture was fundamentally broken. You cannot optimise a broken foundation.
Our Approach
We began not with mockups but with forensics. A full UX audit – session recordings, heatmaps, funnel drop-off analysis, and five customer interviews – revealed three critical failure points: a homepage that buried the value proposition, product pages that created friction instead of confidence, and a checkout that asked for unnecessary information at exactly the moment buyers were most likely to abandon.
We rebuilt the Shopify store with a singular design philosophy: every pixel should push the visitor one step closer to checkout. Every design decision was tied to a commercial objective.
What We Built
- Complete visual redesign aligned to a refreshed brand identity: refined typography, editorial photography guidelines, and a cohesive colour system
- Homepage restructured around a single conversion narrative: hero statement → bestseller showcase → social proof → category exploration → urgency CTA
- Product pages rebuilt with conversion psychology: above-fold essentials, sticky add-to-cart, video reviews, trust badges, and benefit-led copy sections
- Streamlined checkout: guest checkout default, saved address pre-fill, simplified shipping/payment UI – reducing steps from 7 to 3
- Collections pages redesigned with intelligent filters, quick-add functionality, and visual hierarchy that guides rather than overwhelms
- Mobile redesign with thumb-reach UX principles applied to all interactive elements
- Site speed optimised as part of redesign – all new components built to strict performance budgets
Technologies Used
Results – Before & After
| Metric | Before | After |
|---|---|---|
| Overall Conversion Rate | 0.8% | 1.8% |
| Revenue Per Visitor | £0.74 | £1.58 |
| Checkout Completion Rate | 31% | 67% |
| Homepage Bounce Rate | 68% | 38% |
| Average Session Duration | 1m 42s | 2m 19s |
| Mobile Revenue Share | 29% | 51% |
“We were spending £40,000 a month on traffic and converting less than 1%. After the redesign, we didn’t increase our budget – we just finally stopped wasting it. The ROI on this project paid for itself within the first three weeks.”
– Head of E-commerce, Arista Living
Key Takeaway
Every Shopify store has a conversion ceiling imposed by its design. Arista Living’s redesign didn’t find new customers – it stopped losing the ones they already had. For high-traffic stores running paid acquisition, fixing conversion is almost always a higher-leverage investment than increasing ad spend.
Ready to achieve similar results?
