Reach.ist

Executive Summary

Latico Leathers, a family-owned, award-winning brand on Shopify Plus, crafted premium leather goods but saw online conversion rates plateau. Despite a strong tech stack and 40+ years of heritage, the website wasn't effectively communicating brand value or guiding users to purchase. Through a targeted 4-week CRO sprint focused on consumer psychology and UX refinement, Latico achieved an 18% conversion lift and 11% AOV increase.

The Challenge

Despite strong product-market fit and a robust tech stack, key performance metrics had stagnated. Our initial audit revealed three critical friction points across the conversion funnel:

Weak Trust Communication

Site failed to convey 40-year heritage, risk-free purchasing, and material quality upfront.

Poor Product Discovery

PLP presented products randomly without psychological principles like contrast or curation.

High Checkout Friction

Noticeable drop-off at final step indicated last-minute hesitation and missing trust signals.

The Solution: 4-Week CRO Sprint

We implemented a strategic, phased approach across three core funnel areas, rolling out changes over four weeks with continuous testing.

1Product Page (PDP) Improvements

The PDP is where consideration becomes intent. We removed all doubt and highlighted product value.

Trust Badge Implementation: Custom-designed badges placed below the "Add to Cart" button to instantly answer objections: Easy Returns, Free US Shipping, Design Award Winner, Full-Grain Leather, Family Business, and 40,000+ Reviews.
Flexible Payment Options: Prominent "Pay in 4" interest-free installments with Afterpay and Shop Pay to reduce price friction on premium items.
Tactile Imagery: High-resolution close-ups of leather texture and stitching detail to digitally replicate the "touch and feel" experience.

2Product Listing Page (PLP) Improvements

Redesigned from a simple catalog to a guided, psychology-driven shopping experience.

Contrast Principle Grid Logic: Strategically placed premium products next to better-selling items, leveraging contrast to make target products appear more appealing and valuable.
Horizontal Filter Tags: Quick-access categories ("New Arrivals," "30% Off," "Best Sellers") reduced navigation friction and increased intent-driven browsing.

3Checkout Page Improvements

The checkout is the final conversion gate. We reassured shoppers and enhanced the brand experience.

Trust Reinforcement: Primary trust badges re-displayed in the checkout header to reinforce the decision and reduce second-guessing.
Clarity & Progress Visualization: Visual progress bar and accepted payment options displayed clearly to guide users and reduce perceived complexity.
Surprise & Delight: Free Leather Cardholder Charm automatically added to orders above a threshold, increasing AOV while enhancing the premium unboxing experience.

The Results

Within just 4 weeks of implementation, Latico Leathers saw immediate and significant uplift across all key metrics:

Average Order Value & Checkout Abandonment

Conversion Metrics

Overall Conversion Rate:+18%

AOV Increase:+11%

Checkout Abandonment:↓ 13%

Engagement Metrics

PLP to PDP CTR:+24%

Add-to-Cart Rate:+19%

Cart Value:+9%

By focusing on the psychology of their user—not just the technology of their stack—Latico Leathers successfully translated their rich brand heritage into a high-performing online store.

Key Takeaways

Trust Before Transaction

Premium brands must communicate heritage, warranties, and social proof immediately to overcome purchase hesitation.

Guided Discovery Outperforms Choice Overload

Curated, psychologically-optimized product merchandising (contrast, social proof, categorization) drives higher engagement than random layouts.

Friction Points Compound Loss

Small UX improvements across PDP, PLP, and checkout compound into significant revenue lifts. Every step matters.

Data-Driven Incremental Wins Build Confidence

Testing and validation at each phase allowed quick iteration, reinforced ROI, and earned internal buy-in for further optimization.

How Latico Leathers Boosted Conversions by 18% in 4 Weeks