Improving store conversions isn’t just about bringing in more traffic and pushing users through checkout; it’s about removing friction across complex buying journeys, user types, and checkout flows.
Even enterprise-level brands with strong products can face conversion drop-offs caused by UX friction, insufficient product context, unclear navigation, checkout limitations or missing trust elements.
That’s where Shopify Plus CRO services become essential.
In this case study, we explore how Mastroke’s Shopify Plus CRO services helped Smith & Company address these gaps—improving buyer clarity, reducing drop-offs, and enabling more flexible conversion workflows on Shopify Plus.
As the original creator of CPES technology, the brand serves a diverse customer base that includes DIY users, professional contractors, shipwrights, and architects—many of whom rely on detailed technical information before purchasing.
As the business transitioned and scaled its ecommerce presence on Shopify Plus, conversion optimization became a priority—not to drive volume, but to improve clarity, trust, and usability across different buyer types.
Here’s what they were struggling with:
Together, these issues affected conversion rates, average order value, and overall user confidence, particularly for professional users who needed confidence, documentation, and checkout flexibility before committing to a purchase.
The client requested a native checkout upsell feature, such as:
This level of checkout customization is only available on Shopify Plus.
Once the client upgraded through our Shopify Plus Partner link, it unlocked the advanced capabilities required for enterprise-level CRO and checkout optimization.
At Mastroke, our Shopify Plus CRO services are designed to optimize the entire buying journey—from first interaction to checkout—while supporting scale, flexibility, and performance.
We streamlined the journey from homepage to checkout, reducing unnecessary steps and improving clarity at each stage to minimize drop-offs.
Menu structure and product categories were reorganized so users could find products much faster, whether they were hobby buyers or professionals.
We enabled flexible promotional tools, including editable banners and controlled discount logic, allowing the brand to run limited sales without impacting its premium positioning.
Using Shopify Plus checkout capabilities, we implemented a checkout upsell solution that:
This allowed add-ons like “Add a brush for $5?” without disrupting the checkout experience.
We built a dedicated wholesale landing page, reduced signup friction, and clearly separated B2B and B2C journeys to support different buyer needs.
To support professional buyers, we added SDS files, technical sheets, and downloadable documentation directly on product pages.
We added trust builders, including reviews, badges, delivery information, and stock indicators, to help buyers make faster decisions.
Guest checkout was enabled, friction points were removed, and checkout flow was optimized to reduce abandonment and improve completion rates.
Following the implementation of Mastroke’s Shopify Plus CRO services:
The client wanted better visibility in organic search and more sales coming in for a longer period. So, we focused on improving technical health, search presence, and keyword performance.
These results gave the brand a stronger placement in search results and steady organic revenue without relying only on paid channels.
When the client was onboarded, they had no paid marketing setup and no active campaigns generating sales. They wanted a scalable online sales channel and accurate tracking from day one.
There were three main goals:
To do this, we built the performance engine from scratch.
On the tracking side, we configured GA4 and Google Ads conversions to capture:
This ensured every key step in the funnel was measured accurately, making optimization easier and data-driven.
We didn’t just pause there, to further maintain steady growth for the brand, we focused on:
This transformed the brand’s digital presence from zero paid activity into a scalable performance channel built for long-term sales growth.
Shopify Plus CRO is not about isolated UX changes—it’s about creating a frictionless, scalable buying experience that supports complex users, advanced checkout logic, and enterprise growth.
This case study highlights how Mastroke’s Shopify Plus CRO services helped Smith & Company unlock the full potential of Shopify Plus and build a conversion-focused foundation for long-term growth.
