Shopify + CRO for fashion and lifestyle
Returns decide profitability in this category and almost all of them are expectation problems. This is our work on fashion, jewellery and lifestyle stores, and what we would ask any agency before signing.
Proscube is a Shopify and conversion-rate-optimisation studio working with fashion, jewellery and lifestyle brands. We build stores designed around fit, merchandising and drop cadence, and we rebuild the product pages carrying ad spend as live A/B tests. We work with DTC brands across the US, UK, Europe and Australia.
Projects delivered
Shopify stores built
Shopify Plus builds
Best measured ATC lift
Selected work
Jewellery, accessories, clothing and home. Every one of these is our design and our build rather than a template we dressed.
What actually moves a fashion PDP
Ordered roughly by what they cost, which in this category means returns as much as lost conversions.
A product photographed against white with no reference gives the buyer nothing to judge size against. It is the single biggest driver of returns in jewellery, accessories and homeware, and it is a photography decision rather than a copy one.
Deepa Gurnani — product grid and the craft story in the same scroll
Centimetres are data, not guidance. What reduces returns is specific: the model is 175cm wearing a medium, this runs small, this is a relaxed cut. Brands fear saying a garment runs small and it reduces returns more than any chart.
Fashion is judged in about a second and most of that judgement is aesthetic. A store that looks like its theme is telling the customer the brand is generic before they read a word.
Rad Living — a storefront built to the brand rather than around a template
Drops, seasons, sell-outs and restocks. If merchandising a new collection needs a developer, the store is throttling the business. The fix is real sections the team can rearrange, not a page builder bolted on top.
Rad Living — press coverage used as proof where it carries weight
People rarely arrive knowing the product name. They browse by occasion, colour, material or mood, and a store organised only by product type makes them do the translation. Filtering that matches how people actually shop the category matters more here than almost anywhere else.
How we start
We rebuild one product page — the one carrying your ad spend, or your hero SKU. It goes live as an A/B test against your current page. If our version doesn't win, you don't pay, and you keep the page you had.
We can offer that because the test decides, not us. It also puts the risk of a first engagement on our side of the table rather than yours. If it wins, you pay for that page, and then you decide whether we carry on.
Pick a page to testChoosing an agency
If you are comparing agencies for a fashion brand, these separate them faster than a portfolio review will.
The most useful question available. Anyone running a real volume of A/B tests has plenty of both — roughly half of all tests fail to beat control. A portfolio of unbroken wins is a filtered record, not a good one.
Our answer
Yes. Our Pawpeye test is published with its dashboard and the plain statement that the result has not settled — the raw numbers say a 77% lift and it rests on eleven add-to-cart events against six. We would rather say that than publish the headline.
An agency that treats returns as an operations problem has missed where they are caused. In fashion the return rate is a product page metric, and any agency working in the category should have an opinion on it.
Our answer
We would look at photography for scale, fit specificity, and variant selection on mobile — a mis-tap on a swatch is a return you pay for twice. Then review attributes, so other customers answer the fit question for you.
Get the primary metric in writing before anything ships. "Conversion improved" measured against last month is a season, a promotion, or a change in traffic mix.
Our answer
One primary metric agreed before we start, usually add-to-cart rate. Even 50/50 split against your current page, reported from the dashboard you can open yourself. If a page cannot settle in a sensible window we say so before starting.
The answer tells you how the risk is shared. A fixed fee regardless of outcome is normal and defensible — but you should know that is what you are buying.
Our answer
No invoice, and your original page stays live. That is the offer above: we take the first engagement on the result rather than on the hours.
Where our clients are
We work with DTC brands across three time zones. What changes between them is rarely the structural problem — it is traffic volume, which decides how fast anything can be proven.
Our largest market and the easiest place to test, because the traffic is there. A page with real US volume can settle a split test in days rather than weeks.
Smaller per-market volume, so tests take longer and the temptation to call them early is stronger. Multi-currency and VAT are usually a Shopify Markets question rather than a design one.
Modest domestic volume and high shipping sensitivity. Free-shipping thresholds and pack economics tend to be the highest-leverage things to get right.
We work asynchronously and overlap live for calls. The test runs in your dashboard and you see exactly what we see.
Usually, and the work is on the product page rather than in the returns policy. Most returns in fashion are expectation gaps — scale, fit and material were not communicated well enough for the customer to judge. What we would not do is make the policy hostile to suppress the rate, because a generous policy is frequently what made the sale possible.
That is the point of building it properly. Real sections your team can rearrange, collection templates that handle a launch, and merchandising controls in the theme editor rather than in code. If every drop needs a developer, the store is limiting how fast the business can move.
Yes, and in this category it is usually the wrong project if you separate them. Fashion is judged aesthetically in the first second, and handing a design to a developer who was not in the conversation tends to lose exactly the details that made it worth doing.
Enough to answer the questions a return would have raised: scale against a body or a room, material texture up close, and the product in use. Six considered images beat twenty near-identical ones, and the sequence matters as much as the count.
Shopify builds start at $8K and CRO work at $5K. Those are starting points rather than quotes — we fix the number in writing after a discovery call. The single-page test described above is the exception: you pay only if it wins.
Next step
One URL and a sentence about what you think is wrong with it. You will get a real read within a business day, including what it is likely costing you in returns as well as conversions.
