# Research-led Shopify Plus rebuild: +21% conversions

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Layout, fonts & visual design, Product cards & quick add
- Test run by: [SplitBase](https://liftarchive.com/practitioners/splitbase/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://splitbase.com/case-studies/primal-pit-paste
- Page: https://liftarchive.com/test/primal-pit-paste-shopify-plus-redesign/

Primal Pit Paste saw a 21% rise in conversions after moving to a new Shopify Plus site built from customer research. SplitBase guided the redesign for the natural deodorant brand, now called Pretty Frank. The result compares the old and new sites before and after launch, not a split test.

## Result

**+21% conversions**

- Conversion rate: +21% site-wide after launch.
- The brand's COO said conversion did not dip after the relaunch, which is a common risk with redesigns.
- Because the platform and design changed at the same time, the lift can't be pinned on one change.

## Control

The brand's old BigCommerce store, which the company had outgrown.

## Variant

A new Shopify Plus site. Customer research decided the product page layout, the content each page needed and the order in which products and elements appeared.

## Why it likely won (our reading)

- A platform move forces a redesign anyway, and using research meant the new pages were built around real buyer questions and objections.
- Setting page structure and product order from data likely put the best sellers and key facts where shoppers looked first.
- The new platform may also have brought speed or checkout gains, though the source does not break this out.

## Caveats

This combines a platform migration and a full redesign, measured before vs after launch rather than in a split test. No sample size, time frame or confidence level was shared.

## How to run this test

- Hypothesis: If we base our new site's page structure and content on customer research, then conversion rate will hold or rise after relaunch because the pages answer the questions buyers actually have.
- Primary metric: Site-wide conversion rate
- Guardrail: Revenue per visitor
- Guardrail: Average order value
- Guardrail: Organic search traffic
- Who should test it: Stores that must migrate platforms or rebuild anyway. If you don't need a new platform, test page changes one at a time on your current site instead.

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Credit: SplitBase ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/primal-pit-paste-shopify-plus-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.