15:1
Return on Investment
17.5%
Conversion uplift
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 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.
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 using Convert, 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 countdown cues surfaced in the mini cart and PDP.
Results
This test resulted in a 17.5% conversion rate uplift.
The test demonstrated that clearer delivery reassurance directly influences conversion behaviour later in the funnel.
PDP reviews visibility
REO Approach
User research indicated a lack of trust signals at PDP level, despite reviews being available on PLPs via Shopify. REO tested the impact of surfacing review summaries directly on PDPs, 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
Surfacing review summaries at PDP within the image gallery resulted in a +14% conversion rate uplift.
This confirmed that increasing the visibility of Shopify reviews at PLP level significantly improves customer confidence and purchase intent.
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
This test resulted in a 0.9% uplift in click through rate to PDP, alongside a 1.7% uplift in add to bag.
Low engagement with secondary Shopify features such as wishlist and PLP quick add was identified, leading to recommendations to simplify card layouts and remove components not valued by customers.
The outcome
A mature, insight-led Shopify optimisation programme
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 within the Convert platform, were rolled out confidently within Shopify, enabling the business to scale its optimisation programme across more brands while continuously improving customer experience.
