Mighty Paw Unlocks Revenue Growth with CRO-First Site Revamp

This case shows how structured CRO, continuous testing, and accessibility-first execution can unlock sustained growth for a mature ecommerce brand, without disrupting performance or brand trust.

Meaningful uplift in site-wide revenue performance

Sustained increase in conversion rate across key templates

Significant monthly value generated from CRO test wins

Accessibility score raised to a compliant, risk-free level

Customer

Mighty Paw

Website

https://mightypaw.com/

Platform

Shopify

Industry

Pet Products

Before working with us, Mighty Paw was a well-established ecommerce brand with strong demand and a wide product catalog. While the business was already performing, the website experience was not fully optimised to maximise conversion, accessibility, and long-term scalability.

There was clear potential to improve how users navigated the site, interacted with product pages, and completed purchases, especially across high-traffic PDPs and key commercial pages.

Key Challenges

Conversion opportunities across PDPs and site-wide components

Inconsistent UX patterns across key pages

Limited CRO validation across new features and layouts

Accessibility risks that could impact brand and operations

Where They Were Before

Conversion inefficiencies across PDPs and navigation
UX and design limitations reducing clarity and confidence
Site structure not fully supporting decision-making at scale

The Problem

Methodology

CRO-led optimisation combining UX design, experimentation, accessibility improvements, and structured testing across high-impact areas of the site.

Strategic Rationale

Rather than isolated redesigns, we focused on systematic optimisation, improving core templates, validating changes through testing, and rolling out wins across the entire site.

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Key Strategies

Full PDP optimisation across the catalog

CRO-driven navigation and Mega Menu redesign

Introduction of high-impact conversion components

Accessibility audits and remediation

Our Approach

Evolution Over Time

Deliverables:

Optimised PDP templates across the product catalog
Homepage redesign
Intro Offer page
Subscriptions page
Mega Menu redesign
CRO components (Sticky ATC, trust indicators, announcement bar)

Accessibility fixes and compliance improvements

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Channels / platforms:

Shopify
Figma
Intelligems

Execution

The Step Labs Effect

This case shows how structured CRO, continuous testing, and accessibility-first execution can unlock sustained growth for a mature ecommerce brand, without disrupting performance or brand trust.