CRO (Conversion Rate Optimisation) is the process of improving your website to encourage visitors to take specific actions, like making a purchase, signing up, or engaging with your content.

What does an ecommerce CRO agency do?

An ecommerce CRO agency analyses your store's conversion funnel, identifies where customers are dropping off, and builds targeted improvements to increase the percentage of visitors who buy. For Shopify brands, this typically spans PDP layout, cart and checkout UX, mobile journey, page speed, and the friction points that sit between intent and purchase. The goal is always revenue per session — not just a higher conversion rate in isolation.

How does Shopify CRO work?

Shopify CRO works within the platform's customisation constraints, focusing on theme-level UX improvements, PDP and collection page optimisation, cart mechanics, and app integrations that reduce friction. On Shopify Plus, the checkout becomes fully customisable via Checkout Extensibility, which significantly expands what's possible at the point of purchase.

How do you audit CRO?

We start with quantitative data — GA4 session recordings, heatmaps, funnel drop-off analysis, and Shopify checkout behaviour. We map every stage of the purchase journey and identify where intent exists but conversion doesn't follow. From there we prioritise by commercial impact: the changes most likely to move revenue first, then AOV, then engagement. Every audit ends with a prioritised action list with effort-versus-impact scoring.

Do you re-design and implement CRO changes?

Yes — we handle both. Our team designs the updated journeys and builds them directly into Shopify or Shopify Plus. We don't hand off a report and leave you to implement it. Changes go through our standard QA process and are deployed with full version control so rollback is straightforward if needed.

What results can I expect from a CRO audit?

Results vary by starting point, traffic volume, and how much of the audit scope is implemented. Sauce Shop saw a 52% conversion rate increase in the first four months post-launch. Origin Coffee saw a near-doubling of subscription orders year-on-year following a CRO-led rebuild. The audit itself surfaces the opportunity — the implementation is what delivers the result.

Do you offer ongoing CRO retainers?

Yes. Ongoing CRO retainers work best for brands with sufficient traffic to run meaningful tests — typically 10,000 or more monthly sessions. We run a continuous cycle of hypothesis, test, measure, and iterate, with monthly reporting tied to revenue impact. For earlier-stage brands, a one-off audit with implementation support is often the more appropriate starting point.

Who is Tribe Studio's Shopify Plus development service for?

Emerging brands ready to launch their Shopify store with expert guidance, high-impact design, and performance-driven solutions. Established Shopify brands seeking to upgrade their storefront, enhance customer experience, and optimise performance as they scale.

What is Tribe Studio's process for a Shopify Plus build?

We begin with a discovery phase, collaborating with you to define requirements and explore ideas for your new store. Our CX design team then works through wireframes, mockups, and prototypes to ensure every detail aligns with your vision. Once the design is finalised, our development team brings it to life, crafting a fully functional, high-performing Shopify Plus store. After thorough testing and quality assurance, your store is launched seamlessly, ready to deliver results.

Do you edit or customise premium Shopify themes?

No — everything we create is fully custom. While we use frameworks to ensure efficiency, editing pre-purchased themes often doesn't save time or budget. Pre-built themes can have rigid structures and limitations that make adjustments more complex and less flexible. Custom builds not only give you full control over design, functionality, and performance, but also require less maintenance and fewer updates in the long term, providing a more scalable and sustainable solution for your brand.

Shopify Plus Agency for DTC Brands

Tribe is a certified Shopify Plus agency specialising in DTC ecommerce on Shopify and Shopify Plus. We build custom Shopify stores, manage migrations, and develop subscription infrastructure for ambitious brands — combining technical depth with the commercial understanding of what makes a DTC store perform.

Rebranding and rebuilding an existing Shopify Plus client for their next growth phase.

51.7% CvR improvement

8% YoY AOV growth (Oct-Jan)

27%+ sessions completing checkout

Learn more

An extension of your in-house team.

Leveraging our established frameworks and dedicated account management, we provide strategic focus and tactical implementation tailored to your business.

Our approach ensures customised solutions that align with your goals.

WAYS OF WORKING WITH US

Retainer

Revenue-boosting retainers designed to improve reach, conversion, AOV and purchase frequency.

Sound right for you? Let’s collaborate.

Get in touch

Project

Including CRO and SEO audits, partner with our expert team to deliver sustainable growth for your business.

Looking to supercharge your project?

Get in touch

Origin Coffee Case Study Card - New Look_High Res-32 1

Site rebuild & Shopify Plus upgrade

Origin Coffee partnered with Tribe, starting with a CRO audit, followed by a website design and build, followed by an upgrade to Shopify Plus for enhanced scalability.

+72% Total revenue YOY

+70.7% Active subscriptions YOY

36% Of checkout orders on subscription

View case study

Stocked image of box and product with delivery

Shopify Plus rebuild and subscription experience

Stocked migrated to Shopify Plus and Skio with Tribe — delivering their strongest ever trading period since launch.

+113% Gross sales YoY

84.1% Orders on subscription

0.92% Monthly cancellation rate

View case study

“Tribe was our first choice for Freja”

They delivered a top-tier website on time. They perfectly balanced commercial goals with authentic brand expression, and within a week of launch, all key metrics improved. The founders' involvement and the team's excellence make them a joy to work with. We’re excited for our continued partnership.

Ed Armitage, CEO

Shopify Development FAQs

Web development is complicated - our job is to make it seamless.

As Shopify specialists, we guide you through every step, combining technical expertise with clear communication to ensure a smooth, stress-free process. From understanding your goals to delivering a tailored, high-performance solution, we focus on making your experience as easy and efficient as possible.

What is a Shopify Plus agency?

A Shopify Plus agency is a certified Shopify partner that builds, migrates, and develops stores on Shopify's enterprise tier. Tribe is a certified Shopify Plus agency working exclusively with DTC brands — handling everything from custom theme development and app integrations through to subscription infrastructure, CRO, and ongoing retainer support.

Design

Build

Grow

DTC

Shopify Plus

Subscription

Design

Build

Grow

DTC

Shopify Plus

Subscription

Shopify Plus Agency for DTC Brands

Rebranding and rebuilding an existing Shopify Plus client for their next growth phase.

An extension of your in-house team.

Retainer

Project

Site rebuild & Shopify Plus upgrade

Shopify Plus rebuild and subscription experience

“Tribe was our first choice for Freja”

They delivered a top-tier website on time. They perfectly balanced commercial goals with authentic brand expression, and within a week of launch, all key metrics improved. The founders' involvement and the team's excellence make them a joy to work with. We’re excited for our continued partnership.

Shopify Development FAQs

What is a Shopify Plus agency?

What does Shopify Plus offer that standard Shopify doesn't?

Do you build custom Shopify themes?

What is your Shopify Plus development process?

Do you migrate existing Shopify stores to Shopify Plus?

Which brands have you built on Shopify Plus?

Learn more from our industry insights

Shopify Plus for DTC Brands: When the Upgrade Makes Sense

Shopify Migration Agency for DTC Brands: What to Look For and What to Expect

How to Hire a Shopify Developer: What DTC Brands Should Actually Look For