Challenge 01
Low conversion despite strong product quality — buyers were browsing but not purchasing, and the drop-off was steep.
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Conversion Rate Optimisation · Shopify
My Rivaaz — Higher ARPU, Better Conversions for a Women-Founded Indian Jewellery Brand in the USA
How Linearloop redesigned My Rivaaz's Shopify storefront, implemented GA4 with 30+ custom events, and ran a structured CRO programme that increased average order value by 16% and lifted ARPU by 20.16% — within four weeks of going live.
CROShopify LiquidGA4 + GTMUI/UX RedesignHeatmapsLooker Studio
20.16%
ARPU increase post redesign
16.67%
Conversion rate lift — collection to product
16%
Average order value increase in first month
9.5%
CTR uplift — collection pages to product pages
The Platform
What My Rivaaz looks like today.
Homepage — Elegant hero, editorial layout, and modern grid
myrivaaz.com
Redesigned homepage — editorial hero banner, balanced typography, and a warm, modern product grid.
Product listing — Clean grid, brand detail badges, and discount pricing displayed inline
myrivaaz.com/collections/all
Product listing grid — brand detail badges and discount pricing shown inline on every card.
Product detail page — Rich visual storytelling, trust badges, and checkout conversion
myrivaaz.com/products/rosemary-bridal-set
Redesigned PDP — visual storytelling section, trust badges, and a streamlined path to checkout.
Collection showcase — Saris, Designer, Decor, and Bridal — each with a distinct visual identity and messaging
myrivaaz.com/collections
Editorial collection grid — Saris, Designer, Decor, and Bridal — each with its own visual identity and messaging.
Results Within 30 Days
Four metrics. All moved in the right direction.
+20.16%
ARPU
Average Revenue per User increased post redesign
+16.67%
Conversion rate
Funnel lift driven by the 9.5% CTR gain on collection pages
+16%
Avg order value
Within the first month of new implementation and redesign
+9.5%
CTR
Uplift from collection pages to product pages
Period: 4 Sept 2025 to 30 Sept 2025 compared to 1 Oct 2025 to 27 Oct 2025. All four metrics moved positively within the first 30 days of going live — with no increase in ad spend or traffic volume.
The Problem Space
What was holding My Rivaaz back?
Challenge 02
No GA4 or event tracking in place — no visibility into checkout journey, buyer intent, or funnel drop-off.
Challenge 03
UI did not reflect the brand's premium positioning — the visual experience was inconsistent with the quality of the jewellery being sold.
Challenge 04
No structured measurement or testing culture in place — changes were made ad hoc with no clean before/after performance tracking.
This wasn't a case of one broken thing. It was a mismatch between brand quality, technology, and design. Every change — from meta tags to layout — was data-driven and aimed at a smarter buying experience for a premium audience shopping from the USA.
Making a Difference
How Linearloop helped
Analytics & tracking
Before
No conversion or behavioral data. No GA4 event tracking in place — decisions made without evidence on a live Shopify store.
After
GA4 implemented via GTM with 30+ custom events — Add to Cart, Begin Checkout, Purchase — giving complete funnel visibility.
UI/UX design
Before
UI did not match the brand's premium positioning — buyers weren't engaging with product pages the way they should.
After
Full UI/UX redesign of the Shopify site — editorial layout, cleaner product listing, and a homepage that reflects the premium brand experience.
Experimentation
Before
No structured measurement or testing culture — changes ran ad hoc with no clean before/after measurement, no funnel visibility.
After
CRO experimentation programme run in structured phases — design, redesign, and testing across each product journey.
Storefront experience
Before
Shopify default theme with no premium storytelling elements, and a checkout flow that wasn't optimised for conversion.
After
Shopify Liquid redesign with premium storytelling elements, streamlined checkout, and trust-building touches throughout.
Shopify LiquidGA4 + GTMLooker StudioHeatmapsMetric-first testing
Our Process
Four weeks. Three phases. All metrics up.
Phase 1 — GA4 + tracking setup
Custom event schema and tracking implementation — funnel visibility from collection to product to checkout.
Phase 1 — E-commerce Redesign
Full UI/UX redesign of the Shopify site — editorial hero, cleaner product listing, and product detail pages that reflect brand quality.
Phase 2 — Design Implementation
Editorial homepage, redesigned collection grid, and product detail pages — all launched on the live Shopify domain.
Phase 2 — Agile with demo
Demo and feedback session after each phase before finalising — iterative, low-risk delivery on a live store with zero downtime.
Phase 3 — Performance Monitoring
Lazy-loaded, optimised images, and simplified Liquid components for faster page speed.
Phase 3 — Ongoing Iteration
Monitor conversion trends month over month — validate tracking events, performance, and ongoing measurement.
What we delivered
Four capabilities. Measurable results within 30 days.
Capability 01
Shopify theme redesign
Full redesign using Liquid, HTML5, CSS3, and JS — editorial dark homepage, modular OS 2.0 sections, collection grid, and redesigned PDP with stone selector and trust block.
Capability 02
GA4 event tracking system
30+ custom events via GTM covering the full purchase funnel — with Looker Studio dashboards for product-level conversion, drop-off analysis, and ongoing CRO visibility.
Capability 03
OS 2.0 modular architecture
Section-based, configurable block architecture — merchants manage layouts without developer involvement. Reusable across future Shopify builds for similar brands.
Capability 04
Performance optimisation
Lazy loading, image compression, and simplified Liquid loops — load speed maintained during high-traffic sale events with no layout shift or slowdown.