A Premium Brand that needed premium results

BlackMask had built a strong following through product education and viral TikTok content, but the website was never built to convert at the level the brand had grown into. The store still felt like an early-stage Shopify setup that had not evolved alongside the business.

The messaging leaned heavily on ingredients and tutorials. That worked for initial acquisition, but it was not enough to build a durable brand identity or support a predictable conversion rate. Key conversion drivers like trust signals, shipping transparency, upsell logic, and post-purchase flows were either missing, inconsistent, or improperly configured.

The technical environment added another layer of complexity. Shopify Markets and Intelligems introduced strict constraints across the storefront, meaning any experiment or copy change tied to market-specific conditions had to be implemented carefully. Even small updates to pricing, cart messaging, or announcement bars carried the risk of breaking international storefront logic or invalidating active test assignments. Every CRO decision had to account for those dependencies.

The engagement began with stabilization. Broken experiences were fixed, misleading UX patterns were cleaned up, and foundational conversion issues were addressed first. From there, the project evolved into a structured experimentation program focused on improving conversion rate, increasing average order value, and building a more scalable customer journey.