How a new theme lifted revenue per visitor by 91%
A DTC coastal apparel store ran on an off-the-shelf Shopify theme that converted at 2.13% — and where barely any shoppers even started checkout. A rebuilt TM theme tested head-to-head on live traffic lifted revenue per visitor by 90.8% and conversion rate by 45%.
Industry
DTC Apparel
Client Type
eCommerce Brand (Shopify)
Timeline
Live A/B test
Primary Result
+90.8% revenue per visitor in a live A/B test
Secondary Result
3.09% conversion rate (vs ~2.4% avg)
Services Used
The Challenge
The store ran on an off-the-shelf theme converting at 2.13%. The bigger tell was upstream: barely any shoppers were even starting checkout — a checkout-begin rate of just 2.13%.
When the path to cart and checkout is the bottleneck, more traffic just means more drop-off. The question wasn't whether a better theme would help — it was how to prove it without guessing or risking the live store.
Three constraints: test on the live audience already arriving so the theme was the only variable, decide on data instead of taste, and protect AOV — a higher conversion rate couldn't come from discounting.
What We Did
1. Rebuilt the storefront theme
A faster, clearer TM theme designed to move shoppers toward cart and checkout, not just look the part.
2. Streamlined the path to checkout
Cut friction between product, cart and checkout entry — the steps where the old theme was leaking.
3. Controlled A/B split on live traffic
Impact vs. TM theme, same audience, measured in Intelligems so the theme was the only variable.
4. Measured revenue per visitor
Judged on revenue per visitor and AOV — not just conversion — so the win is real money, not a vanity rate.
Results
+90.8%
Revenue per visitor
$1.19 → $2.27
+45.4%
Conversion rate
to 3.09% — above the ~2.4% avg
+239%
Checkout-begin rate
more carts started
+$801
Est. monthly revenue
from the lift
Key Performance Highlights
- Revenue per visitor up 91% ($1.19 → $2.27)
- Conversion rate up 45% to 3.09% — above the ~2.4% fashion-ecommerce average
- Checkout-begin rate up 239% (2.13% → 7.22%)
- Enter-contact-info rate up 142%
- AOV up 31% ($55.95 → $73.45) — the lift wasn't from discounting
Visual Evidence
Revenue Growth Timeline
Conversion Funnel Improvement
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