TEKLED UK Shopify redesign: +5% conversion, +18% AOV (before/after)
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA rebuilt, faster, mobile-first Shopify theme was followed by a 5% rise in conversion rate and an 18% rise in average order value for lighting brand TEKLED's UK store.
Blend Commerce ran the redesign, with SEO help from Melt Digital.
These are before-and-after numbers for a full redesign, not an A/B test.
- Conversion rate: +5% in the six weeks after launch against the six weeks before.
- Average order value: +18%.
- Reached-checkout rate: +16%.
- Year on year, conversion rose 7% and order value 38%.
Control
The old UK Shopify site, which had UX and code limits and struggled on mobile.
Variant
A new mobile-first Shopify theme with faster load times, revamped filtering and a clearer journey for finding lighting products.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Faster pages and a mobile-first layout remove friction for phone shoppers.
- Better filtering helps buyers find the right fitting in a large lighting range.
- Launch timing, seasonality and SEO work could also have moved the numbers.
Caveats: This was a full redesign compared before and after (14 June to 29 July 2025 against the previous six weeks), not a split test. Many changes went live together.
Who ran it
Blend Commerce ran this test for TEKLED and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we improve collection filtering on a large catalogue, then conversion will rise because shoppers reach the right product with fewer steps.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Page load time
- Organic traffic
- Who should test it
- Stores with large technical catalogues on an old or slow theme. A rebuild can't be split tested easily, so test key pieces like filters first and compare like-for-like periods afterwards.
Questions
How should I measure a site redesign?
Compare equal periods before and after, and also year on year, as this case did.
Neither proves cause, so watch for seasonality and marketing changes.
Does site speed affect conversion rate?
Often, especially on mobile. Here speed was one of many changes, so its share of the 5% lift is unknown.
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