Dynamic Labs finds exactly where your funnel leaks margin — from the first ad impression to the fifth reorder — then closes each leak with disciplined experimentation across your storefront, paid media, email and SMS, and search.
The teardown's leak map is yours to keep, whether or not we work together.
Size guide sits below the fold on mobile and 71% of sessions never scroll to it. Fit is the top theme in exit surveys and return reasons.
Shopify and Shopify Plus funnels torn down, line by line
A/B tests designed, run to significance and documented
Median conversion-rate lift across programs in their first two quarters
Annual client revenue currently under active optimization
The tactics that got you to your first few million — a hero product, a few good ads, a discount pop-up — stop compounding. Spend climbs, margins thin, and every channel team reports a win while contribution margin stays flat.
“Most brands at this stage don't have a traffic problem. They have a leak — and they're paying Meta to refill the bucket.”
As you exhaust your warmest audiences, each new customer costs more to reach. Every point of conversion rate you fail to capture on-site is paid for twice: once in the click, again in the retargeting that tries to win it back.
You'll recognize it when platform ROAS looks healthy but blended MER keeps sliding, and scaling spend 20% buys 8% more revenue.
Theme customizations stacked over years, a dozen apps injecting scripts, a product page that answers the questions your team thought customers had — not the ones they actually ask before buying.
You'll recognize it when mobile converts at less than half of desktop, and nobody can say which of the last ten site changes helped.
Email and SMS become a calendar of blasts to the whole list, usually with a code attached. It works — until customers learn that waiting a week is worth 20%, and your full-price buyers start waiting too.
You'll recognize it when owned channels sit below 25% of revenue and your best weeks are always sale weeks.
Collection pages ship with two lines of copy, product URLs duplicate across collections, and the blog publishes for traffic that never buys. Organic should be your cheapest customer; instead it's mostly people searching your brand name.
You'll recognize it when more than 70% of organic revenue comes from branded queries — demand you already paid to create.
Every engagement starts from one equation. Each lever we pull moves one of its terms, and every recommendation arrives with a dollar value attached — so you can hold us to it.
Paid media and SEO move sessions. CRO moves conversion rate and order value. Email and SMS move frequency. We run them as one system, because a gain in one term multiplies every other.
A full funnel teardown. We break your conversion rate apart by device, channel, landing page and new versus returning — until a single sitewide average becomes a short list of specific, fixable leaks.
Every hypothesis is scored by expected revenue impact, our confidence in it, and the effort to ship it. You get a roadmap ranked in dollars, not opinions — and a clear view of what we're deliberately not doing yet.
Statistically honest experimentation. Hypotheses are written down before launch, sample sizes are calculated up front, and tests run through full weekly cycles. No peeking, no calling a winner on day four.
A winning product-page message becomes a Meta ad angle. An objection surfaced in surveys becomes an email in the abandonment flow. A question shoppers keep asking becomes a page that ranks. One insight, four channels.
Most brands hire a CRO shop, a paid agency, a retention agency and an SEO firm, then spend their week reconciling four dashboards that each claim the same sale. We run all four against contribution margin.
The painYou know your conversion rate. You don't know why it is what it is — or which of the forty things you could change would actually move it.
conversion rate within two quarters, measured against a pre-engagement baseline.
Works with Shopify Plus, Intelligems, Convert, VWO, GA4, Microsoft Clarity, Hotjar, KnoCommerce.
The painThe ad platform says one ROAS, your bank account says another, and every new creative burns out faster than the last.
blended customer acquisition cost at equal or higher spend, within two quarters.
Works with Meta Ads, Google Ads, Merchant Center, TikTok Ads, Triple Whale, Northbeam, Motion.
The painYour list keeps growing, engagement keeps falling, and the only campaign that reliably works is a discount — which teaches customers to wait for the next one.
of total revenue from owned channels, up from the ~20% most brands start at.
Works with Klaviyo, Postscript, Attentive, Recharge, Skio, Octane AI, Yotpo.
The painYour blog draws traffic that never buys, and the collection pages that should rank for “organic dog treats” sit on page three.
non-brand organic revenue within twelve months, measured in Shopify orders, not sessions.
Works with Google Search Console, Ahrefs, Semrush, Screaming Frog, Shopify Markets.
Generic best practices are where most CRO programs stall. A supplement buyer's hesitation has nothing in common with a sofa buyer's. We've built a playbook of constraints and proven moves for each of the eight verticals we work in.
The constraint
Fit uncertainty drives both abandonment and returns — and returns quietly erase the margin on a sale.
What moves it
Size guidance built from your own return reasons, on-model imagery across body types, and fit notes from reviews shown at variant selection.
The constraint
Shade and skin-type mismatch, and regimen confusion: shoppers don't know which three of your twelve products they need.
What moves it
Shade finders and skin quizzes that capture zero-party data, regimen bundles, and compliant before-and-after proof feeding replenishment flows.
The constraint
Earned skepticism and strict claim rules. Shoppers want proof; regulators limit what you can say.
What moves it
Ingredient transparency, third-party testing up front, subscribe-and-save framing that reads as flexibility, and reorder flows timed to the last dose.
The constraint
Owners buy for someone who can't give feedback, so trust is everything — and the real value is the twentieth bag, not the first.
What moves it
Pet profiles (species, size, age) at capture, sourcing and vet credibility on-page, and autoship cadence calculated from bag size and body weight.
The constraint
Impulse-driven, gift-heavy and low order value, so acquisition cost eats the first order whole.
What moves it
Gifting paths with shipping deadlines, complete-the-look and stacking bundles, personalization upsells, and deliberate price anchoring.
The constraint
High order values and long consideration — weeks of visits before a purchase that most attribution can't see.
What moves it
Swatch and sample programs, in-room imagery, installment messaging, delivery-date certainty, and nurture sequences built for a 30-day decision.
The constraint
Spec anxiety and compatibility doubt. Shoppers leave to compare on Amazon and don't come back.
What moves it
Comparison tables that do the research for them, compatibility checkers, plain-language warranty and returns, and accessory attach logic in cart.
The constraint
Shipping cost relative to basket, perishability, and the risk of buying a case of something you've never tasted.
What moves it
Free-shipping thresholds set from basket data, sampler and trial packs, flexible subscriptions (skip, swap, pause), and flavor-discovery quizzes.
Three recent programs, each started from a teardown. Every figure is measured against the brand's own pre-engagement baseline, in Shopify revenue rather than platform-reported numbers.
The teardown found that 64% of exit-survey answers and 41% of return reasons were about fit, while the size guide sat below the fold. We rebuilt the page around fit confidence, then carried the winning message into Meta creative.
We reframed subscription from “save 15%” to “never run out, skip anytime,” moved third-party testing above the fold, and rebuilt replenishment flows on each product's real dosing schedule.
We fixed duplicate-URL and filter crawl waste, rewrote 60 collection pages around purchase-intent queries, and launched a free swatch program with a dedicated nurture flow for its 30-day decision window.
Client names withheld under confidentiality agreements. References available to qualified brands on request.
Enter your own numbers. This is plain arithmetic, not a forecast — but it's the arithmetic that decides whether a dollar belongs in more traffic or in converting the traffic you have.
Short, opinionated notes from the work. Each one has changed how a client spends money.
An average across every device, channel and visitor type hides the one segment that's costing you money, and can rise while every segment inside it falls.
Shift your traffic mix toward returning email visitors and your conversion rate rises. Scale prospecting on TikTok and it falls. Neither tells you whether the site got better. This is a mix effect, and it misleads more teams than any bad test.
What to do instead: track conversion rate inside fixed segments — at minimum mobile and desktop by new and returning, by your top three channels — and judge every change by what happened within those segments.
Attribution windows, view-through credit and modeled conversions mean every platform can claim the same order. Add the claims up and they routinely exceed the revenue you actually booked.
We manage to two numbers: MER (total revenue divided by total ad spend) for the business, and contribution margin after ad spend for decisions. Platform ROAS stays in the room as a directional signal for comparing campaigns inside one platform, and nowhere else.
Once a quarter, a geo-holdout or conversion-lift test tells us how much of each channel's claimed revenue is truly incremental. It's usually less than the platform says, and the gap differs by channel — which is exactly why it changes where the next dollar goes.
A discount always lifts conversion. The question is whether it lifts it enough to pay for the margin it gives away on every customer who would have bought anyway.
Gross margin: 60%
After 20% off: 40 of every 100 → profit per order falls by one third
Orders needed to break even: 60 ÷ 40 = 1.5× (+50%)
Few discounts deliver 50% more orders. Before reaching for a code, we test the levers that cost no margin: clearer value proposition, risk reversal (guarantees, free returns), shipping thresholds and bundles. When a discount does win, we target it at the segments that need it.
No long lock-ins on day one. Every engagement starts with a fixed-scope diagnostic, and the roadmap it produces is yours either way.
3 weeks · fixed fee
A complete diagnostic of your funnel, from ad click to second order, with every leak sized in dollars.
Monthly · 6-month initial term
A dedicated strategist, designer, developer and analyst running a continuous experimentation program on your store.
Monthly · scoped to your channels
CRO, paid media, email and SMS, and SEO under one team, one roadmap and one target: contribution margin.
Who we're built for: DTC brands doing $5–50M a year on Shopify or Shopify Plus, with roughly 100,000 or more monthly sessions. Below about 50,000 sessions, A/B tests take months to reach a trustworthy result — we'll tell you that up front and recommend research-led changes instead of a testing program.
Anything else, ask on the call. We'd rather you hire us with clear expectations than be surprised in month three.
Quick wins from the teardown — broken tracking, obvious friction, slow scripts — typically ship in the first month. Tested gains start landing in months two and three, once experiments have run long enough to trust. Most of the compounding happens in months four through twelve, as wins stack and spread into ads, email and content.
No. Most of the conversion opportunity sits on product, collection and cart pages, which every Shopify plan can test. Plus adds checkout customization through Checkout Extensibility, which matters more as you scale, and we'll tell you if and when the upgrade pays for itself.
Not necessarily. Many clients keep an in-house media buyer or a retention agency and bring us in for CRO and strategy. We work from a shared roadmap and share our test results openly, so a winning insight reaches whoever runs the channel.
Against your pre-engagement baseline, in Shopify revenue and contribution margin — not platform-reported ROAS or session counts. Every experiment has a pre-registered primary metric, and we report losing and inconclusive tests with the same detail as winners.
Done properly, no. We favor server-side and theme-level testing over heavy client-side scripts, monitor Core Web Vitals throughout every test, and follow search engines' published guidance on experiments so variants never compete with your canonical pages.
The teardown is a fixed fee, credited toward any program that follows. Programs are a monthly retainer scaled to scope and channels. We scope against the opportunity the teardown finds: if the math doesn't clearly favor working with us, we'll say so.
Occasionally, when the economics are similar — a considered purchase, a repeat-purchase model, or a high-consideration catalog. We stay focused because depth in a category is what lets us skip the generic best practices and go straight to what moves your buyer.
Tell us about your brand. If we're a fit, you'll get a 30-minute call with a senior strategist — not a sales rep — who will have already looked at your store.
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