Pavlo

We deliver full CRO services for DTC brands on Shopify — research, testing, UX, development, copywriting, and more. I’ve gathered all the work I’ve shared so far, including A/B tests, into this thread. I’ll keep adding new insights as we go. Check it out 👇

In the trenches

Everyone thinks CRO means ADDING features to increase conversions. We did the opposite and made MORE money. Client's cart drawer had upsells and pre-checkout popup added over time. We removed them and simplified the flow. Results: → CVR: +30.71% → RPV: +25.97% → PPV: +25.75% → AOV: -3.63% More conversions but slightly lower AOV. The main result: 25%+ more profit per visitor. Removing friction increased conversions more than upsells increased AOV. Sometimes the best optimization is removing things, not adding them.

How we prioritize tests: Impact: How much revenue could this move? Confidence: How strong is the data backing? Ease: How hard to implement? Score each 1-10 and add together. Highest score runs first. Simple system and no random testing.

@mouss_us actually one of the highest levers to pull

@pavcro Simplifying the path to checkout is underrated

@johnhickey1970 Jealous I’m not american to get these jokes lol

@pavcro we got mixed results with California Not sure why lol (american joke)

Pretty soon the company I run marketing for will have sold $60m in USA made tee shirts and fleece, over 5 years. Iwould just advise anybody who is planning to make stuff in the United States don’t count on: “made in the USA” as your main marketing angle or even one of your top 5. From my research it’s probably about 5 to 15% of the people will name it as something that influenced their decision, it’s never the primary driver for us. Possibly now that the topic is in the news there might be some sort of campaign that says “buy American, support your country” (Car companies did it and most of those later went bankrupt so I wouldn’t count on it) But if so then some greater portion of the populous might make that a key deciding factor. At the moment I doubt it is although that could be in flux.

@johnhickey1970 Super smart, need to try at one point

@pavcro try the state it’s made in. that works a bit depending….

@zachlduncan Visually is good if you don't want to code sections too much. We use Intelligems for our needs

dear CRO nerds, Visually vs Intelligems

@BambinoShopify We usually manually go through reviews like you described but also feed them to AI to objectively get most used language and USPs. Then just use it for our CRO ideas. One of the best research methods

creative block isn’t real, you’re just not listening to the market just do read 50 reviews (Amazon / TikTok comments / UGC captions). copy the exact words people use: what they WANT (“I just wanted…”) what they FEAR (“I was scared it would…”) what changed (“after a week, I noticed…”) Now turn those phrases into 5 ad angles & your customers write better ads than you ever will, for free

@0xROAS Advertorial gifs became so easy to get

here's how to do this in 2 minutes: - go to nano banana 2 - write "A hyper-realistic 3D medical visualization of the [digestive system, etc...] - image to video with kling 2.6 - that's it congrats you just saved $10k and 3 weeks of waiting on an animation.

@paskotomasz @CarlWeische I've heard Quiz Kit is good

@CarlWeische what apps do you guys use for quizes? We are using Octane but it sucks. It's slow and has many design limits.

The new way to convert cold traffic at scale (Quiz Funnel Guide)

@thedennis Research helps a lot. What are your main research areas?

True story: Brand came to us spending $2K/day. Stuck. Couldn't scale past it for 5 months. Their diagnosis: "The market is saturated." Our diagnosis: One winning ad carrying the entire account. No system to find more winners. We didn't touch the budget. We rebuilt their creative process from scratch. Research-driven angles. Structured testing. Iteration system. 90 days later: $8K/day. Same market. Same product. The market wasn't saturated. Their creative system was.

Most brands optimize mobile for device We optimized for WHO uses the device Client had standard mobile optimization: → Responsive design → Fast loading → Touch-friendly buttons Mobile CVR: 2% (85% of traffic) Desktop CVR: 3% (11% of traffic) The insight: Client targeted people aged 60+. Older customers have worse eyesight - they zoom differently on phones. Standard "mobile responsive" didn't account for this. Solution: Increase font size by 2px on mobile. Result: Mobile CVR increased from 2% to 2.1% (+5%). Mobile optimization isn't just technical responsiveness - It's understanding who your actual customers are. Different age groups use phones differently. Optimize for your audience, not just the device.

We offer 3-month money-back guarantee - no questions asked. Our clients can refund if: → Results are bad → They don't like working with us → They simply changed their mind We can offer it because: → High test win rate → We are confident in ideas we propose → Deep technical knowledge of Shopify ecosystem and apps → Always overdeliver is part of our culture → No hanging messages in Slack → 1.5 years average client relationship I don't like contract lock-ins. I like working based on trust, results, and relationships. We give everything to each client. We don't scale fast to keep quality high. If we're not delivering value, you shouldn't pay. That's the guarantee.

@yojimmykim Clarity always wins. That’s why we’ve seen the estimated delivery date on the PDP work, even when it’s long (7–14 days). Some visitors just need the right expectations set

I analyzed 1,200 abandoned carts last month. The top reason people didn’t finish their order? They couldn’t picture actually getting the package. Sounds weird, but watch how this plays out: Someone adds protein powder to their cart. Then they leave. Later, they see a retargeting ad saying “Still thinking about it?” That doesn’t help. They already know what the product is. Here’s what does help: Email subject: “Your package would arrive Thursday” Body: “Your order of [Product] ships today and arrives Thursday by 8 p.m. Here’s what happens next: Today: We pack your order in Austin Tuesday: FedEx picks it up and you get your tracking number Thursday: It’s delivered to your area Friday morning: You try it for the first time Want this timeline? Finish your order in the next 4 hours.” A supplement brand tested this against their usual cart reminder emails. The usual version said: “Don’t forget your cart! Here’s 10% off.” The new version showed the delivery timeline. Here’s what happened: • 3.2x higher open rate • 2.7x higher conversion rate • No discount needed Why did it work? Because people can picture the product. They just can’t picture it arriving, the box on their doorstep, opening it up, trying it out. Your job is to make that moment feel real. So instead of focusing on the product in your cart emails, focus on the delivery. Help people see the package showing up at their door, sitting on their counter, being used the next day.

@IstvanicMarin Great explanation why you shouldn't have CVR as your primary metric!

Bad News: > Fewer than 1% of viewers might purchase from your ad - quite discouraging at first glance. Good News: > However, that 1% can translate to significant revenue because it's still a lot of people.

Announcement bar CTA test: Week 1-3: Looked like loser Week 4: Won Collection page filter test: Week 1-2: Looked like confident winner Week 3-4: Became neutral Pattern: → Early data misleads → Volume reveals truth Our rule: 1,000+ conversions per variant minimum. The difference: → 95% confidence tells you statistical certainty → 1,000+ conversions tells you if you have enough data to trust it Small samples create false signals. Large samples reveal real patterns. Wait for real data and don't let it lie to you.

We've tested UGC video sections 8 times. Win rate: 100% Every single test produced uplift. The setup: → Take UGC from Instagram/TikTok → Add below Add to Cart on product pages Format by audience: → Vertical videos (younger demographics) → Horizontal videos (older demographics) Why it works every time: → People trust real customers over professional photos → Videos show product in action, not just appearance → Removes "does this actually work?" hesitation Most brands: → Tons of UGC on social media → Zero on product pages This is the easiest high-confidence test you can run.

@bony_ghadiya_ Same for wellness products - buyers are skeptical and need education. We've seen these sales page structures convert for them much better than standard product pages for google ads.

sales pages are ripping on Google Ads right now. works insanely well in supplements and beauty, where buyers are skeptical. you don't even need a 12,000-word direct response page. a simple layout like this is printing for our clients: 1.introduce the product + problem it solves 2.educate buyers on the hidden reason the problem exists 3.explain how your product fixes it (reveal unique mechanism) 4.highlight benefits and features 5.comparison chart vs alternatives 6.testimonials and before/afters 7.present the offer + CTA 8.FAQ we've reviewed hundreds of ad accounts and 95% are dumping cold traffic on generic PDPs. adding a sales page like this will instantly put you ahead of competitors.