Shopify CRO Case Study: 108% Revenue Growth in 6 Months for Jackson’s

The Approach: Structured CRO Strategy and Implementation

What the Data Revealed

In our CRO audits we always carry out behavioural analysis using heatmaps and session recordings. When we looked at Jackson's Microsoft Clarity data, it revealed structural friction across key conversion touchpoints.

On mobile and desktop, large banners and loyalty pop-ups were dominating valuable above-the-fold space, limiting product visibility and slowing product discovery. Collection pages showed a big drop-off before users viewed even half the catalogue, while user behaviour on PDPs showed strong interest in nutritional information and some engagement with subscription options, but poor visibility of key benefits and value communication.

Users were scrolling, clicking, and exploring, but friction in hierarchy, clarity, and product exposure was limiting add to cart rate, subscription uptake, and overall revenue scalability. 

Isolated fixes weren't the answer; instead we implemented a structured eCommerce CRO framework where we prioritised:

1. PDP optimisation
2. Subscription infrastructure
3. Product discovery
4. Revenue-weighted A/B testing

PDP Optimisation and Subscription Clarity

“Fake Variants” via Metaobjects

Jackson’s catalogue is small, and backend restructuring wasn't a route we or they wanted to take. Instead, we implemented flavour switching via “fake variants”, used metaobjects to group products, enabled flavour and pack size switching directly on the PDP, and reduced the need for users to navigate back to collection pages. 

This reduced friction and improved product discovery without altering backend architecture.

Subscription Widget Optimisation

Heatmaps showed mobile users were engaging with subscription options, but the benefits were unclear. We surfaced subscription savings directly inside the widget, displayed discounted pricing immediately on page load, clarified benefit messaging (frequency, flexibility, savings), and later A/B tested subscription as the default.

This repositioned subscription from passive to persuasive. 

High-Impact A/B Tests

Grid View on Mobile Collections

Hypothesis 

Displaying two products per row on mobile devices, rather than one, would increase product exposure and revenue. 

Results:

• 55.9% increase in revenue
• 66.9% increase in revenue per user
• 49.3% increase in revenue per session
• 16.9% increase in average order value
• 0.29% increase in PDP visits

Why This Worked

Users moved through the purchase journey faster because they could see more products per fold. 

Add Nutritional Information to the PDP

Hypothesis

Increasing transparency around nutrition would improve trust and add to cart rate.

Results

• 11% increase in conversion rate
• 22.73% increase in revenue per user
• 4.64% increase in average order value
• 20% increase in add to cart clicks

Why This Worked

Trust signals placed closer to the decision point materially improved conversion behaviour. 

Subscription as Default on PDP

Hypothesis

Pre-selecting subscriptions would increase recurring revenue without harming conversion rates. 

Results

Overall:

• 23% increase in add to cart rate
• 50% increase in subscription rate
• 10% increase in average order value

New visitors:

• 16% increase in conversion rate
• 33% increase in average purchase revenue per user

Why This Worked

The structural shift toward subscription revenue delivered a long-term growth impact. 

Rebuy Smart Cart Upsell Copy

Hypothesis

By framing upsell copy in the cart in the user's language, based on product reviews about the crunch, users will be likelier to add more items to their cart.

Results

• 5% increase in conversion rate
• 5% increase in cart completion rate
• 83% increase in product additions via the recommendation module
• 6% increase in clicks on Proceed to Checkout

Why This Worked

Small messaging changes meaningfully increased upsell acceptance and average order value contribution.