Experiments, not portfolio pieces

See how we turn evidence into conversion growth.

Deliberate Lab is new, and we won't pretend otherwise. Instead of borrowing someone else's logos, we're publishing our own founding engagements here, as real experiment records, in full, as results land.

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01 — How we document it

Every case study follows the same record.

Challenge, research, insight, hypothesis, treatment, experiment, result, learning. The same structure, whether the result is a win, a loss, or still in progress.

Challenge→ Research→ Insight→ Hypothesis→ Treatment→ Experiment→ Result→ Learning
02 — The founding cohort

Experiments running right now, filterable by type.

Each record below is a real, currently-running engagement. We're publishing the challenge, the hypothesis and what we're testing now; the result and learning fill in as measurement completes, honestly, whichever way it lands.

Experiment 001 Founding Shopify Plus client · Apparel & Accessories
Running
Shopify Plus PDP A/B Testing

Mobile PDP add-to-cart friction

Challenge
Strong mobile PDP traffic, but a soft add-to-cart rate compared to desktop.
Research finding
Session recordings showed shoppers repeatedly scrolling back to size and fit information before leaving the page.
Hypothesis
Surfacing size and fit guidance earlier, above the fold, will reduce mobile PDP abandonment before add-to-cart.
Experiment
A/B test: sticky mobile add-to-cart bar with inline size guidance vs. the current PDP layout.
Primary metricMobile add-to-cart rateATC
Secondary metricsPDP scroll depth, size-guide engagement
ResultMeasurement in progress
LearningResults coming soon
What happened nextPending
Ask about this one → Record 001 — logged live
Experiment 002 Founding DTC client · Beauty & Personal Care
Running
Shopify Cart Checkout A/B Testing

Cart-to-checkout drop-off

Challenge
Cart-to-checkout completion running below category benchmarks.
Research finding
Voice-of-customer surveys pointed to shipping-cost surprise as the top cited reason for not completing checkout.
Hypothesis
Surfacing the free-shipping threshold earlier in the cart will reduce shipping-cost-driven abandonment.
Experiment
A/B test: a free-shipping progress bar on the cart page vs. the current cart.
Primary metricCart-to-checkout rateCTC
Secondary metricsAverage order value, checkout starts
ResultMeasurement in progress
LearningResults coming soon
What happened nextPending
Ask about this one → Record 002 — logged live
Experiment 003 Founding client (name withheld) · Home & Lifestyle
Running
Shopify Plus Homepage PLP UX

Homepage-to-collection navigation

Challenge
High homepage traffic, but weak click-through into collections.
Research finding
A heuristic review flagged unclear primary navigation and a homepage hero that didn't map to how shoppers actually browse.
Hypothesis
A clearer, behaviour-led navigation structure will increase homepage-to-collection click-through.
Experiment
Evidence-based rollout: restructured navigation and homepage merchandising, measured pre/post.
Primary metricHomepage-to-collection click-throughCTR
Secondary metricsCollection bounce rate, search usage
ResultMeasurement in progress
LearningResults coming soon
What happened nextPending
Ask about this one → Record 003 — logged live
03 — Results

Founding-client results, reported in full, as they land.

We're onboarding our first founding clients now. When their experiments run, the outcomes (wins and losses alike) will appear here exactly as they happened. No cherry-picking, no invented numbers. Want to be one of them?

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Start the conversation

Want your result to be the next one published here?

Founding clients get the same rigour as every future engagement, plus first billing on this page. Start with a discovery call.

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