Conversion redesign, the Skuology way.
Research-led redesign that rebuilds Shopify stores around how people actually buy, measured in conversion rate and average order value.
- ATC and CVR lift (Spacegoods)
- +66% / +69%
- ATC and CVR lift (Spacegoods)
- Every decision earns its place
- Research-led
- Every decision earns its place
The Baseline method
Four principles behind every rebuild.
01Research first
We learn why people don't buy before we touch the design.
Every Baseline engagement opens with a structured audit and customer research: session recordings, heatmaps, review mining, and funnel data. We map where intent leaks out of the store before we make a single layout decision, so the redesign solves real friction instead of guessing at it.
- Store audit
- Review mining
- Funnel analysis
- Heatmap review
02Conversion over decoration
Every section earns its place against the buying decision.
Page hierarchy, section order, copy structure, and CTA placement are decided against how a shopper builds confidence to buy, not against what looks impressive in a mockup. If a section doesn't move someone closer to checkout, it doesn't ship.
- Page hierarchy
- Objection handling
- Trust architecture
- Friction removal
03Build-ready handoff
A system your team can ship and extend, not a one-off mockup.
Baseline produces a token-based design system and component library, not a static comp. Your developers get organised, build-ready files and clear specs, so the rebuild launches cleanly and every future page stays consistent with what converts.
- Design system
- Component library
- Dev-ready specs
- Reusable patterns
04Measured iteration
We track CVR and AOV after launch, and keep tuning.
A Baseline rebuild isn't finished at launch. We instrument the store, watch conversion rate and average order value against the baseline we captured up front, and iterate on the sections that still under-index. The numbers are the deliverable.
- CVR tracking
- AOV measurement
- Post-launch tuning
- Event setup
From theme defaults to a store built to convert.
Most stores launch on a polished theme and never get rebuilt around the decision a shopper actually has to make. Baseline closes that gap.
Before
- Theme-default layout no one has questioned
- Hero that looks good but says nothing specific
- Objections answered nowhere on the page
- Trust signals scattered or missing
- One generic add-to-cart, no path to a bigger order
- Nobody watching what conversion rate actually does
After
- Page order mapped to how shoppers build confidence
- Hero that names the product, the buyer, and the payoff
- Objections surfaced and answered before they stall the sale
- Proof and trust placed where doubt actually appears
- Upsell and AOV logic designed into the flow from day one
- CVR and AOV tracked against a captured baseline
- Clarity
- Every page makes one decision easy
- Confidence
- Objections answered in context
- Conversion
- More of the same traffic buys
- AOV
- A bigger order built into the flow
Rebuilds that moved the numbers that matter.
- Shopify brands worked with
- 90+
- Shopify brands worked with
- Outlier conversion rate lift
- 100%+
- Outlier conversion rate lift
- Add-to-cart lift, Spacegoods
- +66%
- Add-to-cart lift, Spacegoods
- Conversion-rate lift, Spacegoods
- +69%
- Conversion-rate lift, Spacegoods
FAQ
Baseline, answered.
What is Baseline?
Baseline is our research-led conversion-redesign methodology for Shopify stores. We audit the store and its customers, rebuild the experience around how people actually decide to buy, hand off a build-ready design system, and then measure conversion rate and average order value against the baseline we captured up front.
How is Baseline different from a normal redesign?
A normal redesign starts with how the store should look. Baseline starts with why people aren't buying. Every layout, copy, and section decision is made against the buying decision and validated with research, so the rebuild is judged on conversion rate and AOV, not on aesthetics.
Is Baseline a Shopify theme?
No. Baseline is a method, not a template. It produces a custom design system and a Shopify build tailored to your brand and your customers. No two Baseline stores look the same.
How long does a Baseline rebuild take?
It depends on the number of templates and how ready your assets and content are, but the structure is always the same: research and audit first, then conversion-led design, then a build-ready handoff, then measured iteration after launch.
Who is Baseline for?
Growing Shopify brands that are already buying traffic but aren't seeing conversion rate or average order value move. It works best for stores with validated product-market fit that are ready to rebuild around revenue rather than keep tweaking the surface.
How do we work with you on Baseline?
The Baseline Conversion Blueprint is the engagement where we apply this method to your store: research, conversion strategy, and a build-ready redesign. The fastest way to start is to book a growth call so we can look at your store together.
Ready to rebuild your store around the buying decision?
We apply the Baseline method to your store through the Baseline Conversion Blueprint: research, conversion strategy, and a build-ready redesign measured in CVR and AOV. Book a growth call and we'll look at your store together.