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Focused on improving product discovery, trust and decision making within a Shopify environment, Bradshaw Taylor partnered with REO to deliver a structured experimentation programme across PLPs, PDPs and sitewide messaging.
Through rapid testing and continuous iteration, the brand achieved double digit conversion uplifts across key journeys, while validating which Shopify native components genuinely influence their customer behaviour.
Our contributions
- Shopify component optimisation
- Analytics and insight
- Experimentation strategy
- Usability testing
- UX and UI design
Bradshaw Taylor
Bradshaw Taylor is a premium outdoor brand known for its craftsmanship, heritage and understated design. Offering a carefully curated range of clothing and accessories, the brand combines function with timeless style.
Built on quality and durability, Bradshaw Taylor continues to evolve while remaining committed to products that perform as beautifully as they wear.
Challenges
Bradshaw Taylor tasked REO with clear objectives:
- Transform key Shopify journeys to improve clarity, confidence and ease of purchase
- Improve conversion rate and add to bag performance across PLPs and PDPs
- Establish a structured, insight led CRO programme
- Identify which Shopify features should be prioritised, iterated or removed
Bradshaw Taylor tasked REO with clear objectives:
- Transform key Shopify journeys to improve clarity, confidence and ease of purchase
- Improve conversion rate and add to bag performance across PLPs and PDPs
- Establish a structured, insight led CRO programme
- Identify which Shopify features should be prioritised, iterated or removed
The REO approach
Blending behavioural insight with Shopify native experimentation.
REO launched the partnership with a deep diagnostic phase, combining quantitative Shopify analytics with qualitative insight from user testing and post purchase surveys.
Key problem areas were mapped across the Shopify funnel, with a particular focus on PLP and PDP performance, where the majority of traffic entered and dropped out. These insights were translated into a prioritised CRO roadmap, aligned to business impact and feasibility within Shopify.
REO partnered closely with the Bradshaw Taylor team to deliver the end to end CRO process, incorporating research, ideation, UX design, development, QA and analysis.
By validating changes through experimentation before rollout, REO reduced risk while ensuring every optimisation aligned with real user behaviour.
Deliverables
Sitewide delivery information
REO Approach
Delivery speed and clarity consistently emerged as a key purchase driver, particularly for new visitors.
REO tested enhanced sitewide delivery messaging within Shopify, including time sensitive next day delivery cues surfaced in the mini cart and checkout journey.
Results
Conversion uplift of +17.5%
The test demonstrated that clearer delivery reassurance within Shopify directly influences conversion behaviour later in the funnel.
PDP reviews visibility
REO Approach
User research indicated a lack of trust signals at PLP level, despite reviews being available on PDPs via Shopify. REO tested the impact of surfacing review stars directly on PLPs, validating the role of social proof earlier in the decision journey.
Building on PLP learnings, REO tested increased exposure of reviews at PDP level, particularly for highly rated products and new mobile users.
Results
Conversion rate uplift of +14%
This confirmed that increasing the visibility of Shopify reviews at PLP level significantly improves customer confidence and purchase intent.
New user conversion uplift of +8% on mobile
This validated the importance of tailoring Shopify PDP experiences by audience segment rather than applying a one size fits all approach.
PLP product card redesign
REO Approach
REO optimised Shopify PLP product cards to reduce visual clutter and improve product imagery visibility, particularly on mobile devices.
Results
Click through rate uplift to PDP of +0.9%

Add to bag uplift of +1.7%
Low engagement with secondary Shopify features such as wishlist and quick add was identified, leading to recommendations to simplify card layouts and prioritise primary user actions.
The outcome
Across a programme of experiments, REO delivered a 15:1 ROI, validating which Shopify components genuinely drive conversion and which introduce friction.
By combining quantitative and qualitative insight to make rapid, evidence led improvements across PLPs, PDPs and sitewide messaging, REO helped Bradshaw Taylor remove key points of friction in the purchase journey.
Deliberate changes, driven by expert insight and validated through experimentation, were rolled out confidently within Shopify, enabling the brand to scale its optimisation programme while continuously improving customer experience.
