Case Study: How BrillMark’s Expertise Skyrocketed Toplids’ Conversions by 128%
In the competitive eCommerce landscape, an outdated website makes the business bleed – it’s a barrier to growth. Toplids, a provider of premium aquarium accessories, faced this challenge. Their existing Shopify store struggled with confusing navigation, limited product customization, and suboptimal performance, hindering their ability to convert visitors into customers.
Recognising the need for a significant overhaul, Toplids partnered with BrillMark, a full-service experimentation agency, to migrate, redesign, and optimize their online store. Acting as expert experimentation consultants, BrillMark’s goal was ambitious: execute a conversion-focused redesign, implement robust customization features, and dramatically improve conversion rates ahead of the crucial Black Friday period. The results? A staggering 128% increase in conversion rate within just three months post-launch and optimisation.
Visit here: Toplids
Required: 2.0 Migration, Theme building, Redesign, Custom development
Client Testimonial 🏆
“The whole experience has been fantastic all in all. The site is performing very well.”
— Tyler Moon, CEO, Top Lids
The Challenge: An Outdated Platform Holding Back Potential
- Industry: Aquarium Accessories
- Platform: Shopify 2.0
- Project Duration: 3-4 Months
- Tools Used:
- Shopify Metafields, YMQ Product Options, Metafields Guru (Customization)
Toplids’ previous website was outdated compared to competitors, both in design and functionality. Our goal was to migrate, redesign, and optimize the site to align with the latest CRO best practices, improve overall layout, and enhance performance.
What We Did?
BrillMark’s Multi-Faceted Approach Driven by Data & Development
BrillMark implemented a comprehensive strategy combining deep technical expertise with proven Conversion Rate Optimization (CRO) methodologies:
1. Strategic Migration to Shopify 2.0: Migrating to Shopify 2.0 provided a faster, more flexible foundation. BrillMark’s expert Shopify development team ensured a seamless transition, enabling enhanced performance and easier implementation of custom features and future experiments. This complex task highlighted the value of experienced Shopify experimentation developers.
You can hire Shopify developers with this level of expertise directly from BrillMark.
2. User-Centric Redesign: BrillMark overhauled the entire user interface (UI) and user experience (UX) through meticulous UX & UI Design, Prototyping, focusing on CRO Best practices.
How We Made It Happen
1. Fresh Shopify Store Design
- Overhauled UI/UX using Figma.
- Reorganized homepage for clarity and education.
- Simplified collection pages with easy filtering.
- Introduced interactive PDPs for real-time customization previews.
2. Enhanced Product Page Experience
- Integrated YMQ Product Options for personalized selections.
- Added image-based options and automated pricing updates.
3. Elevated Collection Page Design
- Created “Top Lids by Tank Brand” section.
- Optimized mobile experience for seamless browsing.
4. Extra Features for Engagement
- Optimized image aspect ratios for consistency.
- Integrated Instagram feeds for social proof.
- Fixed checkout bugs and optimized the cart sidebar.
The Results: Measurable Growth Driven by BrillMark’s Optimization
The impact of BrillMark’s migration, redesign, and CRO focus was immediate and substantial:
| Metric | Before (Oct-Nov ’24) | After (Dec ’24 – Jan ’25) | Increase (%) |
Conversion Rate | 0.99% | 2.06% | +108% |
| Orders Fulfilled | 205 | 333 | +62.4% |
| Total Sales | 5 figures | – | +34.5% |
| Added to Cart Rate | 2.45% | 6.42% | +161.6% |
| Reached Checkout Rate | 0.58% | 0.81% | +39.7% |
| Completed Checkout | 0.99% | 1.99% | +100% |
(Note: The initial text mentions a 128% increase, likely comparing the baseline 0.9% to the optimized 2.06%. Both figures indicate massive growth.)
These metrics demonstrate significant improvement across the entire sales funnel, directly attributable to BrillMark’s strategic interventions.
Why Partner with BrillMark for Experimentation and Development?
The Toplids success story underscores the power of BrillMark’s approach, which seamlessly blends technical development with a data-driven A/B testing and CRO mindset. True growth comes from:
- Understanding User Behavior: Analyzing interactions to find friction points.
- Hypothesizing Improvements: Developing informed ideas based on CRO best practices.
- Implementing Solutions: Possessing the Client-side & Server-side Development expertise for effective deployment.
- Testing and Iterating: Utilizing rigorous A/B Test Setup and development to validate changes and ensure ROI
BrillMark offers comprehensive services, including Experimentation Programme Audits, to assess existing efforts and identify opportunities. While this case study focuses on Shopify, BrillMark also provides expert WordPress A/B test developers and BigCommerce A/B test developers. As leading Shopify A/B test developers, BrillMark builds high-performing eCommerce engines designed for conversion.
What’s Next for Top Lids?
- Expand SEO efforts for long-term organic growth.
- Conduct A/B testing to refine UX further.
Transform Challenges into Conversions with BrillMark
Toplids’ journey highlights the impact of partnering with BrillMark, an agency focused on user experience, technical excellence, and continuous optimization. By addressing core challenges through thoughtful UX & UI design, custom Shopify development, and applying A/B testing principles, BrillMark helped Toplids achieve remarkable growth.
Is your eCommerce store reaching its full potential? If you’re looking for an experienced agency offering full-service experimentation, conversion-focused redesign, and expert A/B test development, contact BrillMark today to discuss how we can drive measurable results for your business.
