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CRO and web development for D2C
Fix the shop before you raise the budget. That traffic has already been paid for.
What this is
Shopify and WordPress builds, conversion rate optimisation, journey mapping and UI/UX. The outcome is a site that converts the traffic you already pay for, which lifts ROAS without spending another rupee on ads.
It is the cheapest lift in most accounts for a simple reason: the visitor has already been bought. Raising conversion improves the economics of every channel feeding the site at once, where raising budget only improves one.
When demand is real and sales are flat, the problem is usually the shop, not the market.
How it actually runs
Technical foundation first
On Butterfly Ayurveda the technical work came before anything else, because optimisation testing on an unstable site measures the instability rather than the change. Errors, breakages and the parts of the site that failed under real use were dealt with first. Only then was the conversion path worth touching.
Instrument every step
CRO starts by recording the drop between each stage: landing, product page, cart, checkout, payment. A brand that cannot see its own drop-off will keep buying traffic to solve a problem the traffic never had, and the reporting will not flag it, because traffic looks fine and interest looks fine while the revenue simply does not follow.
Attack the largest single drop
The biggest fall between two steps is the first thing worth touching, because it is the only one where the fix is worth the cost of measuring. On Kroslo the highest-value finding came out of the funnel rather than the ad account: the step immediately before payment was where the money was going, and tightening that one step did more than any new targeting could.
Fix by step, because each sheds buyers for a different reason
A product page loses people who are not yet convinced, so it needs proof and answers. A cart loses people who have just met a cost they did not expect. A checkout loses people to friction, errors and forms that ask for more than they need. Fixing one and ignoring the rest moves the drop-off instead of removing it, which is why Butterfly Ayurveda's path was cleared end to end rather than patched at a single step.
Ship one fix at a time so the result can be read
CRO is a sequence of specific, testable fixes rather than a redesign. A redesign changes many variables at once and takes far longer to read, which is exactly why Kroslo's 25-day sprint targeted the exact step where people were being lost instead of rebuilding the site.
Judge it on the traffic you already have
Every fix is measured against existing sessions rather than new spend. On Vediko Origins a CRO audit came first, before any funnel was built, because it is cheaper to keep a visitor than to buy another one. Bundles then raised average order value, which changes the arithmetic of the whole account: a higher average order gives every campaign more room to be profitable at the same cost per acquisition.
Build on Shopify or WordPress
Builds and rebuilds run on Shopify and WordPress. On Pure Whites the engagement covered website development, CRO and design development alongside the media. On British Biologicals, CRO and web development sat inside the strategy rather than alongside it, so structural fixes and messaging changes shipped together.
What we run
Proof
Butterfly Ayurveda was a pure CRO and web engagement. On the rest, CRO or web development was one named part of a wider scope.
- Butterfly Ayurveda
From technical roadblocks to high-volume sales.
Technical foundation fixed first, then CRO across the funnel
- Barosi
From ₹25k per month to ₹21 lakhs per month in sales.
0.6× to 3.8× ROAS · CAC halved · site conversion 0.8% to 6.8%
- Soothys
208% growth and 6% conversion rates in just 3 months.
Revenue up 208% · conversion 1.3% to 6%
- Brawny Bear
From 1.6× to over 3.5× ROAS, without hunting for cheaper clicks.
3.5× ROAS · AOV up 25% · conversion up 40%
- Kroslo
ROAS doubled in just 25 days.
2× ROAS on the same budget · checkout step fixed
- Pure Whites
From ₹1k to ₹90 lakhs in just 8 months.
5× ROAS · sessions up 3060% · funnel conversion up 350%
- Vediko Origins
1321% increase in sales in just 8 months.
Sales up 1321% · peak ROAS 5.6× · CAC down 60%
- British Biologicals
A digital transformation that powered real omnichannel growth.
One strategy across brand, content, web and paid media
Questions, answered
What is CRO, and why does it matter for a D2C brand?
Conversion rate optimisation is the work of getting a larger share of the visitors you already have to complete an order. It matters because that traffic has already been paid for, so a lift improves the economics of every channel feeding the site at once. Raising ad budget only improves one channel, and it multiplies the loss if the site is the thing that is broken.
Should I fix my site or raise my ad budget first?
Fix the site if demand is real and sales are flat. Butterfly Ayurveda is the case for it: technical and conversion roadblocks were capping sales despite existing demand, and buying more traffic would only have pushed more people into the same blocked path. Telling the two diagnoses apart costs nothing but instrumentation.
Which platforms do you build on?
Shopify and WordPress. Work ranges from a full build to technical repair and conversion optimisation on an existing site, and on engagements like British Biologicals the web work sits inside the wider strategy so structural fixes and messaging changes ship together.
What does a CRO engagement actually change?
First the technical foundation, because tests run on an unstable site measure the instability rather than the change. Then each step of the journey is instrumented so the drop between landing, product page, cart, checkout and payment can be seen. The largest drop is fixed first, then the rest, one fix at a time so each result can be read.
How much can CRO lift conversion?
It varies with how much is broken. Barosi's on-site conversion moved from 0.8% to 6.8%, Soothys from 1.3% to 6%, and Brawny Bear's conversion rose 40% while bundling and cross-sell lifted average order value 25% on the same traffic. Pure Whites improved conversion 350% through the funnel. Those are whole-engagement figures, with CRO as one named part of the work.
Do you rebuild the whole site?
Usually not. CRO is a sequence of specific, testable fixes rather than a redesign, because a redesign changes many variables at once and takes far longer to read. On Kroslo the fix targeted the exact step where people were being lost, and ROAS doubled inside 25 days on the same budget.
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