Fashion & Jewelry
Strike Go
Explore Spell & Sell’s work for Strike Go, including sales page development and funnel optimization.
D. Louise: a custom Shopify theme shaped by testing
Shopify Plus | Jewelry | Custom Theme
A storefront for a distinctive jewellery brand
D. Louise needed a storefront that expressed its brand more clearly and made its jewellery easier to discover. We developed a custom Shopify theme and refined the collection, product and cart experience through an ongoing CRO programme.
The assignment combined brand presentation with practical purchase decisions: how shoppers browse a collection, choose a product and move from the cart to checkout. The delivery included 25 A/B tests across the shopping experience.
Reported results and delivery scope
24% sales growth
Reported total sales increased by 24% across the project comparison. This is a relative change in sales, not an isolated estimate of the theme’s contribution.
17% higher order value
Reported average order value increased by 17%, alongside the work on product discovery, merchandising and the cart experience.
9% higher add-to-cart rate
The reported add-to-cart rate increased by 9% relative to its comparison baseline, rather than by nine percentage points.
33% more organic search revenue
Reported revenue attributed to organic search increased by 33%. This measures revenue from that channel, rather than a 33% increase in search traffic.
24% higher returning-customer conversion
The reported conversion rate for returning customers increased by 24% relative to its comparison baseline.
25 A/B tests
The optimisation programme included 25 A/B tests to evaluate changes across the storefront, including collection pages and the cart.
From standard theme constraints to tested improvements
The original theme limited how D. Louise could present its products and express the brand. We built a tailored theme, then used the testing programme to evaluate changes to product listing pages and cart interactions.
The reported commercial results sit alongside that wider optimisation work. Each release also needed a dependable buying journey, supported by the same checks described in our Shopify launch QA checklist.
Your next project
Planning your next Shopify build?
Planning a custom Shopify theme or an ongoing optimisation programme? Share the store, the customer journey and the change you want to measure.
