The Citizenry
Growing a fair-trade home brand — 3,900 artisans across 16 countries — with an editorial Shopify storefront tuned for conversion and maintained for scale.
- ProjectCRO + growth retainer
- PlatformShopify
- IndustryFair-trade home goods
The brief
The Citizenry sells globally-crafted, fair-trade home goods with a strong editorial brand. The storefront has to read like a magazine while converting like a shop — and stay fast as collections, lookbooks and artisan stories pile up. They wanted CRO depth plus dependable, ongoing care.
The work, end to end.
Conversion-rate optimisation
A/B-tested product, cart and checkout; merchandising and bundling to lift average order value.
Editorial storefront
Magazine-grade collection and artisan-story pages that keep Lighthouse scores high.
Theme & app maintenance
Kept the Shopify theme, apps and integrations updated and conflict-free.
Performance care
Image pipelines, lazy-loading and third-party script audits to protect load times.
Analytics & experimentation
A continuous test backlog tied to revenue per visitor.
The stack.
- Shopify
- Liquid
- Klaviyo
- GA4
- Hotjar
Maintained, not just launched.
A storefront is only as good as the team keeping it fast, secure and live. Every build ships with a maintenance plan.
Theme & app updates
Version monitoring with QA on every release so nothing breaks silently.
Speed budget
Enforced performance budgets and third-party script audits.
Quarterly CRO
A rolling experiment program against revenue-per-visitor.
Uptime monitoring
Storefront and checkout health watched around the clock.
What changed.
- 2× Sitewide conversion
- 0.8s Largest contentful paint
- +18% Average order value
Want a storefront that ships and stays fast?
Tell us about your store — we’ll send back a concrete plan within 24 hours.
