Executive Summary
This Shopify Plus store had consistent traffic and strong products, but Average Order Value was underperforming.
In just 30 days, AOV increased by 38% — without increasing ad spend or changing traffic sources.
The growth came from fixing how users:
- Understand product value
- Build trust
- Choose variants and pricing
This case study explains what limited AOV, what we changed, and why it worked.
The Core Problem: Low AOV Caused by UX Friction
The issue wasn't demand or product quality.
It was clarity.
Key UX & CRO Issues Identified
- Homepage lacked structure and trust signals
- Product discovery felt passive
- Reviews and proof weren't visible early
- Variant and pricing selection created hesitation
- Important information appeared too late
- Product page content didn't support decision-making
- SEO content existed but wasn't intent-aligned
Result:
Users hesitated, chose lower-value options, or delayed purchases.
Our Strategy: End-to-End UX, CRO & SEO Alignment
Rather than isolated tweaks, we optimised entire sections of the site.
Our focus:
- Homepage as a discovery and trust layer
- Product pages as decision-making engines
- UX and SEO working together, not separately
Every change answered one question:
Does this reduce friction and increase purchase confidence?
Homepage Optimisation: Driving Discovery and Trust
What We Changed
- Clear, benefit-driven value proposition above the fold
- Structured, SEO-aligned content sections
- Visual trust elements and reviews
- Shoppable reels for real-world product context
- Brand vs competitor comparison table
- Improved internal linking to collections
Homepage Optimisation Examples
Brand vs Competitor Comparison
Helping users understand product value at a glance with a clear comparison table.
Benefit-Driven Value Proposition
Structured content highlighting why parents choose Eeveve, building trust before purchase.
Shoppable Product Reels
Real-world product context through interactive video content for better engagement.
Social Proof & Reviews
Customer reviews prominently displayed to build trust and confidence.
Why This Improved AOV
- Users engaged faster
- More products were discovered
- Trust was built before product selection
- Bounce rates decreased
Product Page Optimisation: The Main AOV Lever
Product pages were rebuilt to remove hesitation and support confident choices.
Key Improvements
Trust-First Above the Fold
- SEO-optimised product titles
- Reviews and ratings visible immediately
- Trust indicators before variant selection
Visual Variant & Pricing UX
- Replaced dropdowns with visual variant blocks
- Clear size, value, and price per option
- Instant price updates on selection
- Higher-value options naturally highlighted
Shoppable Product Reels
- Product-specific reels on PDPs
- Real usage context without leaving the page
Comparison Tables & Clarity
- Variant and size comparisons
- Brand vs competitor comparisons
- FAQs, size diagrams, and structured content
Outcome:
Less confusion, stronger confidence, and higher-value selections.
Product Page Before & After
Desktop View
Mobile View
Results: 38% Increase in Average Order Value
Measured in Shopify Plus Analytics
- +38% AOV in 30 days
- No increase in ad spend
- Same traffic base
The improvement was driven purely by UX clarity and CRO execution.
Early SEO Impact (Foundation Built for Growth)
SEO improvements focused on long-term performance:
- Increased content depth on homepage and PDPs
- Better keyword placement based on user intent
- Stronger internal linking
- Improved content hierarchy
- Lower bounce rates from better UX
These changes are compounding and continue to strengthen organic performance.
Key Takeaway
Increasing AOV isn't about pushing users harder —
it's about helping them decide faster and with confidence.
This Shopify Plus case study shows how UX-led CRO, supported by SEO, can deliver measurable revenue growth in a short time.