Shopify CRO Case Study: Jackson's CRO-Led Redesign Results

Built a CRO-Led Redesign Around Jackson’s Updated Brand Direction

Jackson’s supplied the updated brand direction and visual assets. Blend’s role was to translate that direction into a Shopify experience designed around how customers actually shop.

That meant looking beyond visual design and asking what customers needed to understand first, where they were hesitating, which details helped them feel confident enough to buy, how the site should support product discovery as the catalogue grew, and what needed to be flexible enough for future CRO, campaigns and product launches.

The result was a full Shopify redesign and build that combined Jackson’s refreshed brand direction with evidence-led UX, clearer product education and more structured conversion paths.

Used User Testing to Prioritise Redesign Decisions

Before redesigning the site, Blend used user testing to identify where shoppers experienced friction.

The research highlighted opportunities around brand positioning, product card duplication, size confusion, variety pack clarity, flavour and pack-type selection, rewards visibility, retail availability, nutritional information and mobile carousel cues.

These findings helped shape the redesign priorities. Instead of redesigning from opinion, the team used customer behaviour to decide where the new site needed to reduce friction and build confidence.

Streamlined Navigation and Product Discovery

As Jackson’s expanded into new snack categories, the site needed a navigation structure that could scale.

Blend redesigned the navigation to make key shopping paths easier to find, including product categories, flavours, bundles, subscription routes and retailer pathways.

The aim was to help customers move faster from “What does Jackson’s sell?” to “Which product is right for me?”

This was especially important because user testing showed that product range and availability needed to be easier to understand. Customers wanted clearer routes into flavours, packs and purchase options without having to work too hard.

Improved Collection Pages for Flavour, Size and Pack Clarity

One of the clearest findings from user testing was that product discovery could be simplified.

Some users found duplicate size-based product cards confusing, especially when the visible difference between products was small. Variety packs also needed clearer explanation, with customers relying too heavily on imagery to understand what was included.

The redesign addressed this by improving how product cards and collection pages communicated flavour, pack size, variety pack contents, product type, quick-shop options and key selling points.

This helped turn the collection page from a simple product grid into a clearer decision-making experience.

Rebuilt Product Pages Around Purchase Confidence

The PDP was one of the most important parts of the redesign.

User testing and CRO learnings showed that customers needed product proof close to the buying decision. They wanted to understand what made Jackson’s different, what was inside the product, how sizing worked, and whether subscriptions or rewards made sense for them.

Blend redesigned PDPs to bring more of this information into the purchase journey, including above-fold benefit messaging, clearer nutritional information access, more structured flavour and size selection, subscription frequency options, rewards messaging near the buy zone, variety pack clarity, sticky add-to-cart support, and more useful product education through accordions and supporting content.

The goal was to reduce the amount of searching customers had to do before feeling ready to add to cart.

Supported Retailer Pathways, Rewards and Retention

Jackson’s customers do not all buy in the same way. Some want to buy directly from the site, while others want to find products in-store or through retail partners.

The redesign helped support these different paths by making retailer availability and Find In Store routes more visible.

Rewards and subscriptions were also brought closer to the customer journey, helping customers understand the added value of buying directly and returning over time.

This mattered because user testing showed that rewards and retail availability were appreciated once found, but could be surfaced earlier and more clearly.

Created a More Scalable Shopify Foundation

Beyond the visible design work, the redesign also needed to support Jackson’s future growth.

The project included a move toward a more flexible Shopify structure, supporting easier landing page creation, better campaign flexibility, future product launches, expanded product categories, improved content and blog experiences, more scalable merchandising, and ongoing CRO implementation.

This gave Jackson’s a stronger foundation for future optimisation, rather than a fixed redesign that would be difficult to iterate.