The site: built it, then made it convert
Built Dawam’s Shopify store from scratch and raised conversion from 1.4% to 2.5% by watching what people actually did on the page, then removing everything in their way.
1.4% → 2.5%Conversion rate
$45 → $62Average order value
7,000+Monthly sessions
Every pageBuilt by hand on Shopify
What I built
- — Moved the store from Hostinger to Shopify and built every page myself: theme, home page, product pages, collections, checkout flow.
- — Rebuilt it repeatedly from session recordings and heat maps in Microsoft Clarity and Hotjar.
- — Tested single-bottle pricing at $20, $25, $30 and $35, then tiered bundles, then Buy 1 Get 1.
- — Rewrote every product page around a price anchor: the designer scent’s retail value directly against the Dawam price.
The numbers
What I learned
Conversion is friction removal. Everything else is detail.
People skim. They will not hunt for the reason to buy. So the job is to find where attention actually goes, using session recordings and heat maps, and put every reason to buy exactly there, in a form that can be understood without reading.
Above the fold is the whole page.
Clarity recordings showed most visitors never scrolled. So the first screen carries the offer, the social proof, the product and the call to action. Not because it looks good, because that is the only place the reader is.
Social proof goes first, then gets repeated.
Reviews and ratings above the fold, where they are seen in one glance. Then reinforced further down, with review screenshots and social media, for the reader who is still deciding. Proof is the fastest friction remover there is.
Product images handle objections.
Heat maps showed people going through the carousel slowly and completely. So the gallery stopped being pretty shots of a bottle and became a sequence that answers the buyer’s questions in order: what it is, how it compares, how long it lasts, what is in it.
Perceived value has to be high before anything else works.
Dawam replaces a very expensive product, so the designer scent’s retail value sits directly against the Dawam price, in a bold title hierarchy, on every product page. The reader sees what they are getting and what they are not paying for in one look. This was the single biggest lift to conversion.
The offer people understand in one skim wins.
Tested $20, $25, $30 and $35 single-bottle pricing. Tested two for $50, three for $60, four for $70 over Christmas 2025. Then Buy 1 Get 1. Buy 1 Get 1 won, not because the math was better but because nobody had to do any. An offer that is understood instantly is an offer with no friction.
Hierarchy decides what gets read.
Text weight and design elements steer the skim. The designer name it is inspired by, the retail value, the offer: those are set so they cannot be missed. Everything else is allowed to be skipped.
The pages
