Angelus Direct is a category-leading brand for sneaker care and leather paint. While their store was performing at a top-tier level with loyal customers and steady demand, online growth had stalled. AOV had plateaued, mobile UX created friction, and upsell options were fragmented.
Our objective was to design a clear bundling and cross-sell system that would reduce friction in key journeys (especially on mobile), increase cart value, and create a repeatable, data-driven path to AOV growth.
Can I get a awwww yeaaaaa from my E-com optimizers? Its great when you see something start to work. Only been a few weeks but being able to convert an already top tier 3-5% site to some days almost 7% is what I love to see. Shout out to Andrey Gadashevich and his crew getting me on the bundling hype train properly using what actually matters...analytics. Their team was able to identify some easy win and absolutely crush on the customer journey.
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Facing stagnant AOV and UX friction, we began with a full UX and performance audit across mobile navigation, product discovery, PDPs, and cart flow. This analysis surfaced the main points of drop-off and confusion and turned them into a prioritized roadmap of quick wins and longer-term structural changes. Every subsequent improvement was tied to a clear growth hypothesis, measurable impact, and real customer behavior patterns
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Planning
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We unified Angelus Direct’s UX into one coherent system. Clear hierarchy, consistent CTAs, and brand‑aligned prompts guide choices on PDP and Collections without adding friction. Micro‑copy explains finishes and sizes at the moment of decision, while familiar visual cues reduce doubt. The result is a smoother path from browse to add‑to‑cart that feels both intuitive and on‑brand.
After launch, we moved to a predictable cadence: measure behavior, test one change, ship, repeat. We refined cross‑sell placements, clarified content hierarchy, and trimmed load time. Without promos or traffic spikes, conversion stabilized at 4.5% with some days nearing ~7%, and basket value grew as guided pairings took hold. Small, continuous wins compounded into durable performance
We rebuilt the high‑impact journeys. On Collections, inline A2C and cleaner cards reduce taps to purchase. On PDP, guided bundles pair complementary items (prep, paint, finisher) and clarify sizes and variants. In Cart, contextual add‑ons capture remaining intent. Together, these changes shorten the path to checkout and lift both conversion and AOV.
Each improvement strengthened performance and brand impact, turning Angelus Direct’s Shopify store into a lasting growth engine.
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