The conversion engine

Shopify, built to convert. Not just to look good.

For DTC brands doing $3M-$5M+ on Shopify. I find conversion leaks, fix them surgically, or rebuild from scratch when the foundation is wrong. Conversion thinking baked in from day one.

See the packages

How it works

The conversion engine

Shopify, built to convert. Not just to look good.

For DTC brands doing $3M-$5M+ on Shopify. I find conversion leaks, fix them surgically, or rebuild from scratch when the foundation is wrong. Conversion thinking baked in from day one.

See the packages

How it works

The conversion engine

Shopify, built to convert. Not just to look good.

For DTC brands doing $3M-$5M+ on Shopify. I find conversion leaks, fix them surgically, or rebuild from scratch when the foundation is wrong. Conversion thinking baked in from day one.

See the packages

How it works

The problem

You are paying for traffic.
The store is not converting it.

Either your existing store is leaking revenue you cannot pinpoint, or your foundation was never built for conversion in the first place. Both paths cost you the same thing: revenue from traffic you have already paid for, day after day.

2.5-3%

industry average DTC conversion. Most brands sit well below this

70%+

of carts are abandoned. Most of that is fixable, not inevitable

Generic

most Shopify Expert builds use the same themes and patterns

The promise

30% conversion lift. On-time launches.
Or I keep working.

I run the Conversion Engine. A simple three-step system. Whether we are fixing your existing store or building a new one, the method is the same: find what is broken, fix it surgically, validate with real data.

Diagnose

UX audit dashboard with usability score and prioritised list of critical issues

Funnel audit, session recordings, heatmaps, analytics. For new builds: brand audit, competitor analysis, conversion-led architecture. You get a prioritised plan, not a 40-page PDF.

Fix or build

Design system component library showing button and badge variants ready for reuse

For existing stores: surgical fixes to homepage, PLP, PDP, cart, checkout. For new launches: custom Shopify theme, integrations, content. Done in your store, not just recommended.

Validate

Production-ready design system file with typography, colour, and components marked dev-ready

A/B tests run one variable at a time. Statistical significance before declaring winners. For new launches: SEO monitoring and post-launch optimisation based on real visitor data.

Diagnose

Funnel audit, session recordings, heatmaps, analytics. For new builds: brand audit, competitor analysis, conversion-led architecture. You get a prioritised plan, not a 40-page PDF.

Fix or build

For existing stores: surgical fixes to homepage, PLP, PDP, cart, checkout. For new launches: custom Shopify theme, integrations, content. Done in your store, not just recommended.

Validate

A/B tests run one variable at a time. Statistical significance before declaring winners. For new launches: SEO monitoring and post-launch optimisation based on real visitor data.

Diagnose

Funnel audit, session recordings, heatmaps, analytics. For new builds: brand audit, competitor analysis, conversion-led architecture. You get a prioritised plan, not a 40-page PDF.

Fix or build

For existing stores: surgical fixes to homepage, PLP, PDP, cart, checkout. For new launches: custom Shopify theme, integrations, content. Done in your store, not just recommended.

Validate

A/B tests run one variable at a time. Statistical significance before declaring winners. For new launches: SEO monitoring and post-launch optimisation based on real visitor data.

The guarantee

For Optimisation: 30% conversion lift in 90 days, or I keep working free. For Launch: on-time delivery, or fees waived for the delay window. The risk sits with me.

The guarantee

For Optimisation: 30% conversion lift in 90 days, or I keep working free. For Launch: on-time delivery, or fees waived for the delay window. The risk sits with me.

Pricing

Three ways in.

Most clients start with the Audit because it is the cheapest way to get a clear answer. From there you can upgrade to Optimisation or Launch, with the audit cost credited toward either.

Audit

Fast diagnosis. Know where revenue is leaking and why.

$4.5k

one-off + GST

Joe Chiang, Principe Designer & Founder at Studio JC

Book a fit call

BEST FOR

DTC brands who suspect they have a conversion problem but want a clear diagnosis before committing to changes.

INCLUDES

Deep funnel and UX audit

Session recording and analytics analysis

Heatmap review of key pages

Prioritised conversion leak report

Action plan with revenue impact estimates

Credit toward Optimisation or Launch within 30 days

Audit

Fast diagnosis. Know where revenue is leaking and why.

$4.5k

one-off + GST

Book a fit call

BEST FOR

DTC brands who suspect they have a conversion problem but want a clear diagnosis before committing to changes.

INCLUDES

Deep funnel and UX audit

Session recording and analytics analysis

Heatmap review of key pages

Prioritised conversion leak report

Action plan with revenue impact estimates

Credit toward Optimisation or Launch within 30 days

Audit

Fast diagnosis. Know where revenue is leaking and why.

$4.5k

one-off + GST

Book a fit call

BEST FOR

DTC brands who suspect they have a conversion problem but want a clear diagnosis before committing to changes.

INCLUDES

Deep funnel and UX audit

Session recording and analytics analysis

Heatmap review of key pages

Prioritised conversion leak report

Action plan with revenue impact estimates

Credit toward Optimisation or Launch within 30 days

Optimisation

The full conversion lift. Surgical fixes on existing stores.

$12k

one-off + GST

Book a fit call

BEST FOR

DTC brands doing $3M-$5M+ already running paid traffic, ready to convert more of what they are paying for.

INCLUDES

Everything in the Audit

Homepage, PLP, and PDP optimisation

Cart and checkout friction fixes

Done-for-you Shopify implementation

Structured A/B testing (one variable at a time)

Weekly progress updates and async video walkthroughs

Direct Slack access throughout

30-day post-launch optimisation

30% conversion lift guarantee

Optimisation

The full conversion lift. Surgical fixes on existing stores.

$12k

one-off + GST

Book a fit call

BEST FOR

DTC brands doing $3M-$5M+ already running paid traffic, ready to convert more of what they are paying for.

INCLUDES

Everything in the Audit

Homepage, PLP, and PDP optimisation

Cart and checkout friction fixes

Done-for-you Shopify implementation

Structured A/B testing (one variable at a time)

Weekly progress updates and async video walkthroughs

Direct Slack access throughout

30-day post-launch optimisation

30% conversion lift guarantee

Optimisation

The full conversion lift. Surgical fixes on existing stores.

$12k

one-off + GST

Book a fit call

BEST FOR

DTC brands doing $3M-$5M+ already running paid traffic, ready to convert more of what they are paying for.

INCLUDES

Everything in the Audit

Homepage, PLP, and PDP optimisation

Cart and checkout friction fixes

Done-for-you Shopify implementation

Structured A/B testing (one variable at a time)

Weekly progress updates and async video walkthroughs

Direct Slack access throughout

30-day post-launch optimisation

30% conversion lift guarantee

Launch

New store or migration. Built to convert from day one.

$18k

starting from + GST

Book a fit call

BEST FOR

New DTC brands launching on Shopify, or existing stores migrating from another platform. Migrations are scoped on the fit call and typically land $20k-30k.

INCLUDES

Everything in Growth

Custom Shopify theme design (mobile-first)

Up to 15 product page templates

Standard integrations: Klaviyo, reviews, search, analytics

Content migration and product upload

Platform migration available (WooCommerce, Squarespace, custom)

SEO setup, redirects, structured data

30-day post-launch optimisation

On-time launch guarantee

Launch

New store or migration. Built to convert from day one.

$18k

starting from + GST

Book a fit call

BEST FOR

New DTC brands launching on Shopify, or existing stores migrating from another platform. Migrations are scoped on the fit call and typically land $20k-30k.

INCLUDES

Everything in Growth

Custom Shopify theme design (mobile-first)

Up to 15 product page templates

Standard integrations: Klaviyo, reviews, search, analytics

Content migration and product upload

Platform migration available (WooCommerce, Squarespace, custom)

SEO setup, redirects, structured data

30-day post-launch optimisation

On-time launch guarantee

All prices in AUD. Secured by Stripe.

What you actually get

Outcomes, not just deliverables.

You are scaling. Funding is in. The roadmap is full. But every feature ships late, devs are blocked waiting on screens, and the product is starting to feel held together with tape.

Know exactly where revenue is leaking

Funnel audits, session recordings, and heatmap analysis. No guessing. You get a prioritised list of what is costing you money and roughly how much.

Surgical fixes, not cosmetic redesigns

Recommendations ordered by revenue impact, not visual ambition. The pages that drive 80% of revenue get 80% of the focus.

Custom design, not a $200 theme install

A Shopify theme designed for your brand, not a ThemeForest skin everyone else is using. Mobile-first, fast-loading, on-brand from the first scroll.

Implementation done, not just recommended

Most CRO consultants leave you with a 40-page report. I ship the changes in your Shopify theme, test them, and refine based on real data.

SEO and migration safety

For migrations: full URL redirect mapping, structured data, sitemap submission, and Search Console monitoring. Your traffic does not disappear when you switch platforms.

A team that can run the store

Clean theme, clear documentation, and a walkthrough session. Your team can update products, run promotions, and ship campaigns without coming back to me.

The guarantee

Three guarantees, all in writing.

Optimisation: measurable conversion lift in 90 days or I keep working free. Launch: on-time delivery or fees waived for the delay window. Migration: zero SEO loss within 60 days, or I keep working until traffic recovers. The risk sits with me, not you.

How we work together

From first call to first lift.

Week 0

Fit call

A free 30-minute call to understand your store, traffic, and goals. We identify the right tier together. If we are not a fit, I will say so and point you to someone better.

Week 1-3

Diagnose and plan

Figma file showing onboarding funnel audit with drop-off rates and team annotations

For existing stores: full audit, analytics review, prioritised roadmap. For new launches: brand audit, conversion-led architecture, page system. By end of phase you know exactly what we are doing and why.

Week 4-10

Implement and validate

Figma prototype with collaborator cursors reviewing the dev-ready first version

Copywriting, design, and Framer build run in parallel. Weekly progress updates. By launch, your site is live, fast, and ready to convert.

Week 0

Fit call

A free 30-minute call to understand your store, traffic, and goals. We identify the right tier together. If we are not a fit, I will say so and point you to someone better.

Week 1-3

Diagnose and plan

Week 4-10

Implement and validate

Copywriting, design, and Framer build run in parallel. Weekly progress updates. By launch, your site is live, fast, and ready to convert.

Week 0

Fit call

A free 30-minute call to understand your store, traffic, and goals. We identify the right tier together. If we are not a fit, I will say so and point you to someone better.

Week 1-3

Diagnose and plan

Week 4-10

Implement and validate

Copywriting, design, and Framer build run in parallel. Weekly progress updates. By launch, your site is live, fast, and ready to convert.

Post-launch

Optimisation phase. 30 days of refinement based on real visitor data. Guarantees run inside this window, so I am invested in real outcomes, not just delivery.

Is this for you?

Honest about who this fits.

This is for you if

You are a DTC brand on Shopify doing $3M-$5M+ a year

You are running paid ads with steady traffic but flat conversion

You are launching a new DTC brand or migrating from another platform

You want surgical fixes or a custom build, not a $200 theme install

You believe a Shopify store is a revenue asset, not just a catalogue

This is for you if

You are a DTC brand on Shopify doing $3M-$5M+ a year

You are running paid ads with steady traffic but flat conversion

You are launching a new DTC brand or migrating from another platform

You want surgical fixes or a custom build, not a $200 theme install

You believe a Shopify store is a revenue asset, not just a catalogue

Not the right fit if

You need a marketing site, not a store (see The ROI Engine)

You are a SaaS team building a product (see The Product Shipping Engine)

You are pre-launch with no audience or traffic yet

You are on Magento, BigCommerce, or a custom stack (Shopify only)

You need Shopify Plus enterprise scope (refer to specialists)

Not the right fit if

You need a marketing site, not a store (see The ROI Engine)

You are a SaaS team building a product (see The Product Shipping Engine)

You are pre-launch with no audience or traffic yet

You are on Magento, BigCommerce, or a custom stack (Shopify only)

You need Shopify Plus enterprise scope (refer to specialists)

Testimonial

Joe is fantastic to work with. He designed a highly optimised UX/UI for our website, while also aligning the design to our branding. Working with Joe was a great collaborative process; he was always receptive to feedback and stuck to his guns when he thought it was the right course of action. The result of this collaboration was a beautiful and highly optimised website design. Joe is also a genuinely great human. I'd recommend working with Joe for any web design purposes.

Ash Laing

Marketing Manager, Barbell

FAQs

You asked.

We answered.

Unsure if this is the right fit for you?

How do I know which tier I need?

Do you handle platform migrations?

How fast can we actually start?

What does '30% conversion lift' actually mean?

Will my SEO survive the migration?

Do you only build on Shopify?

Can my team manage the store after launch?

FAQs

You asked.

We answered.

Unsure if this is the right fit for you?

How do I know which tier I need?

Do you handle platform migrations?

How fast can we actually start?

What does '30% conversion lift' actually mean?

Will my SEO survive the migration?

Do you only build on Shopify?

Can my team manage the store after launch?

FAQs

You asked.

We answered.

Unsure if this is the right fit for you?

How do I know which tier I need?

Do you handle platform migrations?

How fast can we actually start?

What does '30% conversion lift' actually mean?

Will my SEO survive the migration?

Do you only build on Shopify?

Can my team manage the store after launch?

Ready to start?

Let's see if we are a good fit.

Free 30-minute call. I'll ask about your team and roadmap, you'll get a straight answer on whether this is the right move. No sales pressure, no follow-up campaigns.

Ready to start?

Let's see if we are a good fit.

Free 30-minute call. I'll ask about your team and roadmap, you'll get a straight answer on whether this is the right move. No sales pressure, no follow-up campaigns.

Ready to start?

Let's see if we are a good fit.

Free 30-minute call. I'll ask about your team and roadmap, you'll get a straight answer on whether this is the right move. No sales pressure, no follow-up campaigns.

Shopify, built to convert. Not just to look good.

Shopify, built to convert. Not just to look good.

Shopify, built to convert. Not just to look good.

The problem

You are paying for traffic.The store is not converting it.

2.5-3%

70%+

Generic

The promise

30% conversion lift. On-time launches.Or I keep working.

Diagnose

Fix or build

Validate

Diagnose

Fix or build

Validate

Diagnose

Fix or build

Validate

The guarantee

The guarantee

Pricing

Three ways in.

Audit

Audit

Audit

Optimisation

Optimisation

Optimisation

Launch

Launch

What you actually get

Outcomes, not just deliverables.

Know exactly where revenue is leaking

Surgical fixes, not cosmetic redesigns

Custom design, not a $200 theme install

Implementation done, not just recommended

SEO and migration safety

A team that can run the store

The guarantee

Three guarantees, all in writing.

How we work together

From first call to first lift.

Fit call

Diagnose and plan

Implement and validate

Fit call

Diagnose and plan

Implement and validate

Fit call

Diagnose and plan

Implement and validate

Post-launch

Is this for you?

Honest about who this fits.

This is for you if

This is for you if

Not the right fit if

Not the right fit if

Testimonial

You asked.

We answered.

You asked.

We answered.

You asked.

We answered.

Let's see if we are a good fit.

Let's see if we are a good fit.

Let's see if we are a good fit.

You are paying for traffic.
The store is not converting it.

30% conversion lift. On-time launches.
Or I keep working.