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Missoma worked with REO to refine how customers browse, evaluate and commit to purchasing jewellery on Shopify, with a specific focus on mobile led journeys where hesitation and uncertainty were most pronounced.
Rather than applying broad changes across the site, the programme focused on identifying the exact moments where users lost confidence and validating whether small experience adjustments could help them move forward with intent.
Our contributions
- Shopify component optimisation
- Moderated user research
- Behavioural analysis
- Experiment design and delivery
- Programme prioritisation
Missoma
Missoma is a contemporary jewellery brand celebrated for its bold designs and accessible luxury. Known for blending everyday wearability with statement pieces, the brand appeals to a modern, style led audience.
With a strong focus on self expression and craftsmanship, Missoma continues to grow while staying true to its playful, confident and distinctive identity.
Challenges
Missoma’s jewellery is visually expressive and often purchased as a considered decision rather than an impulse. While traffic volumes were strong, user research showed that customers frequently hesitated during browsing and again just before checkout.
On mobile in particular, shoppers struggled to picture how items would look when worn, missed important reassurance messages, or felt uncertain about what would happen next once an item was added to their bag.
The core challenge was not driving more traffic, but removing the moments of doubt that slowed or stopped progression through the Shopify journey.
Missoma’s jewellery is visually expressive and often purchased as a considered decision rather than an impulse. While traffic volumes were strong, user research showed that customers frequently hesitated during browsing and again just before checkout.
On mobile in particular, shoppers struggled to picture how items would look when worn, missed important reassurance messages, or felt uncertain about what would happen next once an item was added to their bag.
The core challenge was not driving more traffic, but removing the moments of doubt that slowed or stopped progression through the Shopify journey.
The REO approach
REO combined moderated user testing in the UK and US with behavioural analytics to understand how real customers experienced Missoma’s site, not just how they navigated it.
The team focused on three high friction areas:
- How customers browse and compare products on PLPs
- What information they notice first when landing on PDPs
- What gives them confidence to continue at basket stage
Each insight was translated into a tightly scoped experiment, prioritised by behavioural evidence and ease of execution within Shopify. This ensured the programme moved quickly while still generating meaningful learning.
What we tested
Making delivery expectations clearer in the basket
REO Approach
User testing revealed repeated uncertainty around delivery timelines and returns, particularly when this information was hidden below
the fold.
REO tested surfacing delivery and returns messaging more prominently within the basket.
Results
US basket conversion uplift of +20.2% for the strongest variation
This reinforced the role of clear reassurance at the point where customers decide whether to proceed or pause.
Removing the add to basket interruption
REO Approach
Data showed that many users stalled after triggering the add to basket notification rather than continuing their journey.
REO tested removing the notification altogether and taking users directly to the basket.
Results
UK conversion rate uplift of +5.3%
The outcome showed that reducing interruption and maintaining momentum can have a measurable impact on conversion.
Making product options easier to discover
REO Approach
On PDPs, many shoppers were unaware of alternative product options because they were tucked behind an interaction panel.
REO tested displaying all available options directly on the page.
Results
Product option interaction increased by +2.9%
While this did not immediately increase add to basket, it provided valuable insight into how shoppers explore product variations on Shopify.
The outcome
Across the proof of concept, REO delivered a 66% win rate while helping Missoma understand which experience changes genuinely influence customer behaviour.
More importantly, the programme gave Missoma clarity on:
- Where visual confidence matters most
- Which reassurance messages influence decision making
- How to reduce friction without overloading the experience
- How to scale experimentation within Shopify with confidence
By focusing on how customers think and feel at each stage of the journey, REO helped Missoma build a calmer, clearer and more purposeful path to purchase.
