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PMDIGITAL
The site is going really well, everyone loves it, kudos to you and your team.Sean Leddin, Founder, Fíor Jewellery
A big share of Fíor's customers live abroad and buy a piece of home. The first store hid what sold: best sellers, reviews and the bundle offer sat too far down. Ring sizing was the biggest cause of returns. And a shopper in Australia or the US had no page that answered their first questions: how long will delivery take, and will customs charge me?
Best sellers, reviews and the bundle offer sat below the fold.
Fíor told us ring sizing was the biggest reason for returns.
Nothing answered delivery time, customs and local prices for Australia or the US.
We rebuilt the store first. Then we kept working on the pages that sell: a ring size guide, product page fixes, a landing page for each new market with its own offer, and a bundle builder that lets customers make their own set without the discount stacking across the site.
CRO Brain and PMD Cortex AIEvery brief, page and piece of customer feedback for Fíor Jewellery goes into Fíor Jewellery's CRO Brain, our running record of what their customers respond to. PMD Cortex AI, our own AI system, learns from every test we run across our brands, so each new page starts from what has already worked.
Creative strategy in Figma, then homepage, collection, product page, cart and FAQ designs, built on Shopify's Dawn theme. Sean's feedback went in before launch, and we fixed cart and upsell bugs in June.
Consistent reviews, a €70 free shipping threshold, a ring size guide, a better mobile menu, the bundle offer on product pages, colour swatches, back in stock alerts, a gift box upsell and an Our Story page.
Two market landing pages, a bundle builder and a product page revamp. Briefed by our project manager, written by our copywriter, built by our developer and checked by QA. The new theme went live on 17 September 2026, with a backup kept.
An announcement bar slider, Best Seller badges driven by product tags, and landing page updates pushed live on 8 October 2026.
A page for Irish people who made Australia home. Prices in Australian dollars, tracked delivery in 7 to 10 working days and no customs charges, all above the fold. Australian reviews, a gift section, a video, and a second piece half price with the code BOGO50.
A page that leads with heritage, not product. Prices in US dollars, no customs or hidden charges, Fíor's 4.8 star Trustpilot rating, and The Heritage Set, three pieces with a 33% saving using the code HERITAGE33.
Customers pick a curated set or choose their own pieces from any collection, with quick view and search. Two pieces save 20% and three save 30%. The saving is applied when they finalise the set, so it never stacks with other offers. Build Your Bundle now sits in the main menu.
Stock status with same day dispatch, colour swatches with their own images, reviews, the buy two and buy three savings, and a Complete the story upsell of pieces customers wear together.
Copy for both landing pages, email template design, an announcement bar slider, Best Seller badges, colour swatches, back in stock alerts, a gift box upsell, a filter bar and an Our Story page.
For a shopper abroad, delivery and customs come before the product. Answer them first.
Speak to who the shopper is, then show them what to buy.
Bundles were already Fíor's strongest offer. The builder makes them a shopping journey of their own.
Every doubt answered on the page is one less reason to leave it.
Fíor's work was design, development and copy rather than an A/B testing programme, so there's no test result here. We don't publish a brand's store numbers without their sign-off.
Want the method behind our work? See how our Shopify CRO agency works, read about Shopify landing pages and our Shopify CRO audit framework, or browse more case studies. New to us? Start at the PM Digital homepage.
We'll look at your store, your offers and your markets, then show you the first pages we'd build.
Book a call with Paddy, our founder. It's a chat to see where the brand is and what it needs. We'll do an audit only if it's needed.
The 90-day guaranteeIf we don't get you a winning test in 90 days, we work the next 30 free until we do.See terms
