Most growing brands try to fix a revenue problem by buying more traffic. More ads, more influencers, more discounts. But if the store converts poorly, every one of those new visitors costs more than it should.
Raising conversion is the cheapest growth there is. You already paid for the click. The only question is whether the store finishes the job.
I’m Carson Cobb. I run Shopify stores for growing DTC brands on monthly retainers. Over 6+ years and 50+ Shopify stores, conversion work is the thing I’ve done most, and rebuilt pages average a 2.1x conversion lift.
Why your Shopify store isn’t converting
When I audit a store, the problems are rarely mysterious. They’re usually small things that pile up:
- The product page doesn’t answer the questions a buyer has, so they leave to look for answers.
- The page is slow on a phone, and most of your traffic is on a phone.
- The cart adds friction instead of order value.
- Nobody is sure the tracking is right, so nobody trusts the numbers.
- Changes ship without anyone checking whether they helped.
None of these needs a new platform. They need someone to look closely and fix them in the right order.
Product pages
The product page is where most sales are won or lost, so it’s where I spend the most time.
I look at what a shopper sees in the first screen on mobile: the product, the price, the main reason to buy, and a clear button. Then I work down the page. Benefits written the way customers talk. Ingredients, sizing or specs where people expect them. Reviews placed where doubt shows up. Shipping and return details close to the button, not buried in the footer.
For products people reorder, I make sure subscribe and save is visible and set up well. My Shopify subscriptions page covers that in detail.
I also build product templates on structured fields, using Shopify metafields and metaobjects, so your team can update content in one place without breaking the layout.
Cart and checkout
The cart is your last chance to raise order value before the customer pays. Most carts waste it.
I set up the cart so it does three jobs: shows progress toward free shipping, offers one relevant add on, and gets out of the way. With Rebuy or the theme, I pick upsells based on what people actually buy together, not a random best seller.
At checkout, I focus on what you control: making sure discounts apply cleanly, shipping options are clear, trust signals are in place, and nothing surprises the shopper at the last step.
Mobile speed
Speed is where I find some of the biggest wins, because a slow page loses people before they see anything.
Most slow Shopify stores aren’t slowed down by the theme. They’re slowed down by app scripts, oversized images and leftover code from apps uninstalled long ago. I audit every script, cut what isn’t earning its place, compress and resize images, and defer anything that doesn’t need to load first.
One supplement brand I worked with had product pages taking 7.9 seconds to load on mobile. After the cleanup they loaded in 2.1 seconds, and conversion rose 24%. Same ads, same products, same prices.
Testing and measurement
Before I change anything, I check the tracking. If orders, add to carts and revenue aren’t recorded correctly, every decision after that is a guess.
Once the numbers are right and the obvious problems are fixed, I build a testing roadmap. Each test has a clear idea behind it, a single change to measure, and enough traffic to read the result. Then I ship the winners and write down what we learned so the next test is smarter.
If your store doesn’t have the traffic for clean tests yet, that’s fine. I’ll fix the clear problems first and introduce testing when it makes sense.
Proof: conversion up 71% at the same ad spend
One skincare brand came to me with strong ads and a store that wasn’t keeping up. Traffic was healthy. Sales weren’t.
I worked through the same areas on this page: product pages, cart, mobile speed and tracking, in that order of impact. Conversion went up 71% at the same ad spend.
That’s the point of this work. Every dollar you were already spending started working harder.
Across my work I’ve supported more than $40M in client revenue. If you’re in beauty, my page for beauty and skincare brands covers the extra things I check in that category.
How the work is packaged
Store Sprint, $1,500 one time. One week. I audit conversion across the store, then fix the highest impact problems that same week. If you move to a retainer, the $1,500 is credited toward it.
Operator, $3,000/mo. The plan I recommend for most growing brands. I run conversion work month to month along with subscriptions, email, merchandising and everything else that moves revenue.
Head of Ecommerce, $5,500/mo. For brands that want one person to own the whole channel. More on my fractional head of ecommerce page.
There are also lighter options, from the Advisor plan to an Hour Block. See all plans on the pricing section.
Book a 20 minute intro call
If you’re paying for traffic that isn’t turning into orders, let’s look at why. Book a 20 minute intro call, tell me about your store and your best sellers, and I’ll tell you where I’d look first.