Andy Costes | Shopify CRO

A/B testing laboratory for 8-Figure DTC brands

[Andy Costes | Shopify CRO @andy_costes]

Sample size and results of the test:

[Andy Costes | Shopify CRO @andy_costes]

Pushed a special packaging on the PDP 🎁

to see if that would overload the above the fold

It turns out, CR was not impacted

The upsell worked ✅

[Andy Costes | Shopify CRO @andy_costes]

Can relate 100%

[Arijan Janeš @ArijanJanes]

Every time I open Intelligems there's a new feature in there.

It's fascinating how proactive their team is, and how helpful their support is.

One of the best software experiences I had

[Andy Costes | Shopify CRO @andy_costes]

If you have a low conversion rate

and low traffic,

remember:

You have a LOT of space for improvement

If you take CRO seriously

And elaborate hypotheses tailored to your brand.

Then test those hypotheses with @Intelligems

---

How can you clarify your offer so every visitor instantly understands it?

What’s the best way to build trust and credibility for your store and industry?

How can you reduce friction across the entire shopping experience?

How can you streamline navigation so visitors quickly find what they’re looking for?

[Andy Costes | Shopify CRO @andy_costes]

One FAQ gets clicks but no purchases.

The one below gets fewer clicks, but drives sales.

The difference?

The first answer convinces nobody.

The second one makes people buy.

A classic heatmap would never show you that.

With @heatmapme, it’s obvious.

[Andy Costes | Shopify CRO @andy_costes]

Had the same data when replacing “In Stock” by “Low Stock” for all products.

But then I launched an iteration with a stock threshold.

If the product’s stock was under the threshold, it would display “Low Stock” but if over, it would display “In Stock”.

I have to mention, the store had 300+ skus

The AOV still went down 3% on the iteration but CVR up 7%, so that turned the RPV green ✅

[Andy Costes | Shopify CRO @andy_costes]

Australia 🇦🇺 vs the US 🇺🇸

I ran classic straddle price tests with @Intelligems

Same products, same brand

One market responded better to lower prices (US), the other to higher prices (Australia)

In Australia, the higher prices didn’t just bump AOV, they also increased conversions

It made the product feel more premium

Pricing is about perception, not just numbers

[Andy Costes | Shopify CRO @andy_costes]

Product cards that flirt with each other

@ohpolly just raised the bar for visual storytelling 🚀

[Andy Costes | Shopify CRO @andy_costes]

Most A/B test wins come right after a losing one.

You see –8%, freak out, and stop the test.

You think: “CRO doesn’t work for my brand.”

When really, you just touched something that actually moves the needle.

A test I ran recently illustrates this well:

I changed “Recommended Products” to “Today’s Deal” on a client’s cart.

The result was shocking: a statistically significant 11.6% drop in RPV.

But I learned a key lesson:

Copy above the cart upsells matters for this brand’s customers.

So I launched new copy iterations:
• Social proof
• Product benefits
• Scarcity
• USPs

The copy about social proof turned out to be a big win: +12.67% increase in RPV.

So don’t give up after a losing test.

Use tools like @Intelligems to test smarter and faster.

[Oliver Kenyon @oliverkenyon]

Clears throat 🎙️

I’m beyond excited to announce the return of The Conversion Rate Conference, and yes, it’s still 100% FREE! 🎉

The only virtual event dedicated entirely to Conversion Rate Optimization is back and this year’s edition is shaping up to be our best one yet.

We’ve partnered with CRO powerhouses @DylanAnder and @heatmapme, and the speaker lineup is next-level.

🔥 Keynotes from legends like @mrsharma, @ezrafirestone and @drewmarc
🔥 20+ expert speakers sharing actionable insights
🔥 Thousands of attendees expected
🔥 Some BIG industry announcements

And yes, I might even drop a brand new workshop of my own!

After 12 years in this industry, I’m incredibly proud to continue offering free, high-impact content that helps founders, marketers, and brands drive serious growth by mastering CRO.

This is going to be absolutely unmissable.

More surprises and speaker announcements coming soon.

🎟️ Get your free tickets now!

(check the comments).

[Andy Costes | Shopify CRO @andy_costes]

🚨 The new Trump tariffs just hit hard.

If you're sourcing from China, your margins, cash flow & shipping times are all under fire.

Here’s how to protect your ecom brand (without killing your conversion rate):

1. Understand what’s changed

–> New 10% tariffs stack on existing ones (some products from China are now taxed up to 145%)

–> De minimis rule is gone: $800 exemption for low-value imports = dead

–> Applies to both DTC + bulk 3PL shipments

2. Fix your fulfillment

–> Use professional logistics service providers: YunExpress, 4PX, Yanwen

–> Double-check HTS codes (classification errors = huge delays)

–> Avoid DDP & PR shipping for now

–> Proactively update customers on delays to avoid chargebacks

3. Raise prices (smartly)

–> Your COGS is up. If you don’t adjust, your profit’s gone.

–> A/B test higher price points with tools like @Intelligems (ex: $39.95 → $44.95 or $44.95 → $49.95).

–> Find the sweet spot where your conversion rate holds up, but your margins improve.

4. Push bundles to increase AOV

–> The higher the order value, the less % duties hurt

–> Try: “Buy 2 get 1 free,” free gifts, post-checkout upsells

–> It’s no longer optional, great offers are survival tools now

5. Legally optimize declared values

–> Work with pros (EcommOps, Kanary Solutions) to classify products correctly

–> No shady agents, no fake invoices, that’s a fast-track to customs hell

6. Track your backend costs

–> Some carriers are suddenly charging new “processing fees” or increasing rates without warning. Don’t get blindsided.

–> If your breakeven ROAS used to be 1.5, and it’s now 1.7 due to backend costs, that’s a major shift. Track your numbers like your business depends on it. (Because it does.)

7. Diversify your ops

–> Ship 70% from U.S. 3PL, 30% direct from China

–> Start building internationally: Canada, EU, Australia

–> Don’t put all your eggs in one (increasingly taxed) U.S. basket

8. Stop waiting for this to go away

–> This trade war isn’t ending soon

–> Build leaner, faster, more resilient operations now

–> Focus on fast delivery, better offers, stronger CX

Tariffs and HTS codes aren’t sexy. But they’ll crush your brand if you ignore them.

Adapt now. The brands that survive this storm will be 10x stronger on the other side.

#ecommerce #d2c #tariffs #shopify

[Andy Costes | Shopify CRO @andy_costes]

Your Shopify checkout might be leaking sales 🚨

Here are 6 no-code checkout tweaks to boost conversions in 2025, especially if you're serving an older or less tech-savvy audience.

1. Clarify Express Checkout

Older users don’t always understand Shop Pay / Apple Pay. They don't get it that they can still pay by card.

Replace the “Or” under express checkout by → “Or continue with credit card”

Simple wording change = higher conversions.

2. Switch to One-Page Checkout

If not already done, update for a smoother checkout.

✅ Go to Settings > Checkout > Customize

→ Choose one-page version

Test both if you have older customers.

3. Edit CTA Microcopy

“Continue to payment” is generic.
Try:
→ “Next: Enter your card details”
→ “Move to Step 2”

Clarity = less drop-off.

4. Add a Branded Trust Banner

Use the logo space wisely:

📸 Add a wide, short banner instead of just your logo with:
– Logo
– “5-star rated by [x amount] of customers”
– Subtle offer

Keep it clean. No background images.

5. Optimize the Thank You Page

Most stores waste this real estate.

Use it to:
→ Offer a 2nd purchase discount
→ Drive referrals
→ Show appreciation

6. Reinforce Security & Trust

Update the default line:
“All transactions are secure and encrypted.”

Make it feel more human:
→ “We use bank-level encryption to protect your info.”
→ "For your peace of mind, all transactions are secure & encrypted."

🧠 None of these tweaks need a developer.
🛠️ All can be done in Shopify’s backend.
📈 Together, they’ll increase trust and conversions.

Shoutout to @ross_davies and his youtube video: "Shopify Checkout Page Customization 2025 (9 Ways)"

I’m just simplifying his ideas because, as André Gide said:

"Everything that needs to be said has already been said. But since no one was listening, everything must be said again."

Cheers and scale hard 🤙🚀
— Andy

[Andy Costes | Shopify CRO @andy_costes]

🚀 5 Psychological Triggers That Increase Shopify Conversions

Most stores focus on features.

High-converting ones focus on how people think.

Here are 5 invisible forces you can use to boost conversions today 🧠👇

1. Social Proof (Bandwagon Effect)

We're wired to follow the crowd.
✅ Show reviews, UGC, testimonials
✅ Add them to PDP, HP, PLP, Cart, Nav

→ People trust people. Let them sell for you.

2. FOMO (Fear of Missing Out)

Scarcity drives action. Nobody wants to miss out.
✅ Use countdown timers
✅ Display "Only X left" stock counters
✅ Highlight limited edition drops

→ Urgency turns browsers into buyers.

3. Authority (Expert Opinion)

We trust experts and those with status.
✅ Use influencer quotes
✅ Mention press features
✅ Show endorsements/certifications

→ Trust drives sales.

4. Reciprocity (Give & Receive)

Give value first. People want to return the favor.
✅ Offer a freebie or lead magnet
✅ Reward email signups or social shares
✅ Be genuinely helpful

→ Small gestures = big results.

5. Anchoring (Perception is Everything)

The first price we see sets the frame.
✅ Lead with premium products
✅ Put sales in a separate section
✅ Don’t discount on the homepage

→ Frame it right, and perceived value skyrockets.

These aren’t tricks. They’re how people actually make decisions.

Use them honestly. Keep testing. Keep learning.

Shoutout to @ChristianxPinon and his youtube video: "Psychological Triggers to Increase Conversion on Shopify"

I’m just the messenger. As André Gide said: "Everything that needs to be said has already been said. But since no one was listening, everything must be said again."

Cheers and scale hard 🤙🚀
— Andy

[Andy Costes | Shopify CRO @andy_costes]

Struggling to scale with paid ads?

It might not be your creatives or targeting.

For a lot of DTC brands, the real bottleneck is low AOV.

Here’s how 9-figure brands fix that, and how you can too 🧵

They use something simple but powerful:

Quantity Break Offers

👉 The more you buy, the more you save.
👉 Works best with consumables (supplements, soap, air filters, food, etc.)

Rather than bundling different products, you bundle more of the same.

Here’s how they structure it:

1. Use 3 options
Humans think in 3s. The "magnetic middle" should feel like the smartest choice, not too cheap, not too expensive.

- Pre-select it
- Label it “Best Value” or "most popular"
- Price it just a bit above the smallest bundle and way below the biggest

2. Give a reason to buy more
Clarifion doesn’t say “Buy 5 air purifiers” — they say “You need one per room.”

Make the logic clear. Buying more = being prepared, saving money, or avoiding hassle later.

3. Offer subscriptions
If your product is consumable, add a subscribe & save option. Lower friction, higher retention, better LTV.

📦 Real-world examples:
– Wuffes (dog supplements)
– PetLabCo (more dog supplements)
– Clarifion (air purifiers)

These brands use this exact structure to scale profitably through Meta and Google.

If your AOV sucks, fix your offer before touching your ads.

Full credit to @jordanhayesdtc and his video:
"$129,000,000/year on Shopify | Offer Structure Breakdown"

I’m just the messenger. As André Gide said: "Everything that needs to be said has already been said. But since no one was listening, everything must be said again."

Cheers and scale hard 🤙🚀
— Andy

[Stef @crowizard_stef]

The best way to present your ATC is by addressing key objections a visitor may have:

-> Shipping time
-> Shipping price
-> Guarantees

This version saw the highest return for us so far from 8 tests that we ran here.

[Andy Costes | Shopify CRO @andy_costes]

8) Banner to showcase the company's commitment to sustainability: It helps to connect more with environmentally conscious consumers.

[Andy Costes | Shopify CRO @andy_costes]

Here is how I would optimize Belmondo PDP if I was hired to run CRO for them.

Discover the 8 changes I made🪄

[Andy Costes | Shopify CRO @andy_costes]

7) Provide delivery information: Being transparent about shipping details can help manage customer expectations and reduce friction in the purchasing process.

[Andy Costes | Shopify CRO @andy_costes]

6) Optimize the "add to cart" button: Making it more visible and allowing customers to add multiple items to their cart encourage them to purchase more. The best upsell is always buying the same product.

[Andy Costes | Shopify CRO @andy_costes]

5) Make product title more visible, with description below.

[Andy Costes | Shopify CRO @andy_costes]

4) Make 5 stars visible: It helps to build trust and credibility with potential buyers.