We help ambitious DTC brands find conversion leaks, build evidence-backed hypotheses, and continuously experiment across the Shopify customer journey.
Paid acquisition keeps getting more expensive. The fastest way to grow revenue isn't more traffic, it's converting more of the traffic you already pay for. Most Shopify stores lose that revenue in the same predictable places along the journey.
Illustrative shape, not your data — every store leaks in different places. The Audit finds where yours does.
The same six-step loop runs through every engagement, from the first Audit to the tenth month of a Program.
Qual and behavioural analysis to find where shoppers hesitate or drop off.
Every insight becomes a specific, falsifiable hypothesis, never a guess.
Scored on the Deliberate PROOF Score, so we build what moves revenue.
Controlled A/B tests where traffic allows, disciplined rollouts where it doesn't.
Statistically sound reads, reported honestly, including the losses.
Every result, win or loss, feeds the next round of research.
A prioritization system for deciding which experiments deserve to be built. Not every idea earns a test, so we weight each one by what actually moves revenue.
Try the interactive calculator →Four illustrative examples of how we frame a test before it's built, not real client results.
A fixed-scope teardown of your Shopify funnel, ending in a prioritized, evidence-backed roadmap.
Learn more →A structured experimentation roadmap built around your traffic, margins and growth goals.
Learn more →Controlled A/B tests and evidence-based rollouts, run and analyzed properly.
Learn more →Theme, app-stack and page-speed fixes that remove friction before you even test.
Learn more →UX and design recommendations grounded in research, not personal taste.
Learn more →Segment- and behaviour-based experiences that convert more of the traffic you already have.
Learn more →Deliberate Lab is a new, founder-led practice. Rather than borrow someone else's results, here's what's actually running right now, published here in full, wins and losses alike, once measurement completes.
Running structured experiments on product-page conversion for an early Shopify Plus partner. Results published here once measurement is complete.
Testing trust and friction changes across cart and checkout for a founding DTC client, tracked through to completed purchase.
We're onboarding a small founding cohort now, at founding-client terms. Your experiments, reported here with the same honesty.
If we can't show you the data, it isn't a recommendation. It's a hunch.
Every design decision traces back to where real shoppers actually hesitate.
We test what should work. We don't just assume it.
A win that teaches you nothing is worth less than a loss that does. Every result gets reported.
Conversion isn't a project you finish. It's a system you run.
We'd rather be useful than mysterious. No email wall.
Start with a discovery call. If there's a fit, the CRO Audit is your first step, and your roadmap is yours to keep either way.
Get CRO Audit →