Shopify CRO Statistics: Results From PM Digital's Tests

PM Digital research

Shopify CRO statistics: results from PM Digital's tests

Across nine winning A/B tests published in PM Digital's Shopify case studies, the median lift in revenue per visitor was 7.74%, ranging from 2.66% to 45.4%. Full programmes compound those wins: in PM Digital's work for Gymproluxe, revenue per session rose from £2.30 to £2.70 and conversion rate rose 14%. Not every test wins, and in the two case studies that report every test, 18 of 42 tests won.

7.74%Median revenue per visitor lift across 9 published winning tests

45.4%Revenue per visitor lift from PM Digital's MyoMaster cart test

18 of 42Tests that won across two fully reported programmes

97%Subscription order share after PM Digital's Avantera offer test, up from 90%

Key findings

The median revenue per visitor lift across nine winning tests in PM Digital's published case studies was 7.74%.
PM Digital's biggest published single test, a cart redesign for MyoMaster, lifted revenue per visitor by 45.4%.
In PM Digital's two fully reported programmes, 18 of 42 tests won (42.9%), so most tests did not.
In PM Digital's test for Avantera Health, subscription order share rose from 90% to 97% at 97% reported confidence.
An education landing page PM Digital built for 8 Sheep Organics has generated $1M+ in revenue.
In PM Digital's work for Avantera Health, one test delivered a reported $0.50 more profit per session.

How much does CRO increase revenue per visitor on Shopify?

In PM Digital's published case studies, winning A/B tests lifted revenue per visitor by between 2.66% and 45.4%, with a median of 7.74% across nine tests.

In PM Digital's test for MyoMaster, a cart redesign lifted revenue per visitor by 45.4%.
Source: MyoMaster case study
In PM Digital's test for Gymproluxe, reorganising the collection page around clear categories lifted revenue per visitor by 18.64%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, explaining the value of each bonus in the product page buy box lifted revenue per visitor by 12.87%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, showing everything included with the order inside the cart lifted revenue per visitor by 7.98%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, surfacing preferred payment options near Add to Cart lifted revenue per visitor by 7.74% and mobile revenue per visitor by 16%.
Source: Gymproluxe case study
In PM Digital's test for Natrava, a clearer subscription upgrade in the cart lifted revenue per visitor by 7.49%.
Source: Natrava case study
In PM Digital's test for Gymproluxe, a price comparison module on the product page lifted revenue per visitor by 5.40%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, hero imagery showing people like the real customer lifted revenue per visitor by 4.47%.
Source: Gymproluxe case study
In PM Digital's test for Bond Touch, a dynamic cart drawer with upsells lifted revenue per visitor by 2.66% across 335,783 visitors.
Source: Bond Touch case study
In PM Digital's product page work for MyoMaster, revenue per visitor rose 13.5%.
Source: MyoMaster case study

The median of 7.74% is calculated from the nine single-test revenue per visitor results listed above, excluding MyoMaster's product page work, which the case study does not describe as one test. Six of the nine come from Gymproluxe, so treat it as a small sample.

What win rate should you expect from Shopify A/B tests?

In the two PM Digital programmes that publish every test, 18 of 42 tests won, a win rate of 42.9%. The rest were flat or negative.

In PM Digital's programme for Gymproluxe, 10 of 29 experiments produced winning outcomes, and 19 were flat or negative.
Source: Gymproluxe case study
In PM Digital's programme for Bond Touch, 8 of 13 tests won, a 61.5% win rate.
Source: Bond Touch case study
In PM Digital's test for Gymproluxe, two bundle comparisons lifted order value by 14% and 29%, but both hurt conversion rate and revenue per visitor enough to stop the test after 6 days.
Source: Gymproluxe case study

A losing test is still a result. It stops a change that sounds good from being rolled out across the store.

How much can a CRO test lift conversion rate?

Single winning tests in PM Digital's case studies lifted overall conversion rate by up to 13.43%, and by more for some groups, such as 22% for new visitors. Across a full programme, Gymproluxe's conversion rate rose from 1.97% to 2.25%.

Over PM Digital's programme for Gymproluxe, conversion rate rose from 1.97% to 2.25%, an increase of 14%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, the reorganised collection page lifted conversion rate by 13.43%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, the rewritten buy box lifted conversion rate by 11.96% and new visitor conversion rate by 22%.
Source: Gymproluxe case study
In PM Digital's test for Gymproluxe, payment options near Add to Cart lifted mobile conversion rate by 18%.
Source: Gymproluxe case study
In PM Digital's test for Natrava, the cart subscription upgrade lifted conversion rate by 7.42%.
Source: Natrava case study
In PM Digital's product page work for MyoMaster, conversion rate rose 6.4%.
Source: MyoMaster case study
Over PM Digital's partnership with Cadence, the reported website conversion rate moved from under 1% to nearly 2%, an outcome of the wider programme rather than one test.
Source: Cadence case study

Do subscription offers improve take rate?

Yes, when the offer gives customers a reason to subscribe and a reason to stay. In PM Digital's work, subscription take rate reached 70% at Cadence and subscription order share rose to 97% at Avantera Health.

In PM Digital's partnership with Cadence, subscription take rate reached around 70%, peaking near 80%, after 10 offer structures were tested.
Source: Cadence case study
In PM Digital's test for Avantera Health, restructuring the subscription offer raised subscription order share from 90% to 97% at 97% reported confidence.
Source: Avantera Health case study
In the same PM Digital test for Avantera Health, subscribers per visitor rose from 4.10% to 5.01%, a secondary result with lower confidence.
Source: Avantera Health case study
In PM Digital's cart test for Natrava, subscription revenue per visitor rose 9.07% and subscription orders per visitor rose 7.37%.
Source: Natrava case study
In PM Digital's cart test for Natrava, returning visitors' subscription share moved from 68.2% to 75.1%, with roughly 85% reported probability that the variation was best.
Source: Natrava case study
During PM Digital's partnership with Kiko Vitals, subscription sales through Appstle rose 64% compared with the four months before.
Source: Kiko Vitals case study

The Natrava result is reported as an observed experiment result, not a statistically conclusive causal uplift. The Kiko Vitals figure reflects overall store performance, not revenue attributed solely to PM Digital.

Do landing pages for paid traffic beat product pages?

PM Digital's data suggests cold traffic converts better on pages that explain before they sell. One education page has generated $1M+, and Meta visitors converted at 1.2% on a product page against 4.8% on a homepage.

A long-form education landing page PM Digital built for 8 Sheep Organics has generated $1M+ in revenue and has been live for 14+ months.
Source: 8 Sheep Organics case study
One landing page PM Digital built and optimised for Avantera Health received approximately 1.79 million sessions at a reported 2.2% conversion rate.
Source: Avantera Health case study
In PM Digital's review for Kiko Vitals, Meta visitors converted at 1.2% on a product page against 4.8% on the homepage.
Source: Kiko Vitals case study
In PM Digital's work for Kiko Vitals, a product recommendation quiz converted 10.1% of responses into orders, around four times the store-wide rate.
Source: Kiko Vitals case study
In PM Digital's work for Kiko Vitals, an offer-led email send reached a 31% add to cart rate, against 3% on two sends without a clear offer.
Source: Kiko Vitals case study

At 8 Sheep Organics, PM Digital designed and built the page, and 8 Sheep's media team ran the traffic and tests.

How much does CRO increase average order value?

In PM Digital's case studies, the biggest order value gain came from a cart test, which lifted average order value by 33.8%. Bundles and clearer product discovery added smaller gains.

In PM Digital's cart test for MyoMaster, average order value rose 33.8%.
Source: MyoMaster case study
In PM Digital's bundle work for MyoMaster, average order value rose 9.4%.
Source: MyoMaster case study
In PM Digital's collection page test for Gymproluxe, average order value rose 4.60%.
Source: Gymproluxe case study
Over PM Digital's programme for Gymproluxe, average order value rose from £93.30 to £96.40.
Source: Gymproluxe case study
During PM Digital's partnership with Kiko Vitals, average order value rose 11% compared with the four months before.
Source: Kiko Vitals case study

Can CRO increase profit per visitor, not just revenue?

Yes. PM Digital reads tests on profit as well as revenue, and several published winners lifted profit per visitor or profit per session.

In PM Digital's work for Avantera Health, one test delivered a reported $0.50 increase in profit per session.
Source: Avantera Health case study
EstimateAt roughly 400,000 monthly sessions, Avantera Health's $0.50 profit per session gain is an estimated $200,000 in additional monthly profit.
Source: Avantera Health case study
In PM Digital's cart test for Gymproluxe, profit per visitor rose 9.45%.
Source: Gymproluxe case study
In PM Digital's price comparison test for Gymproluxe, profit per visitor rose 5.73%.
Source: Gymproluxe case study
In PM Digital's cart drawer test for Bond Touch, profit per visitor rose 2.61%.
Source: Bond Touch case study
EstimateIn PM Digital's purchase reassurance test for Avantera Health, the estimated monthly impact among new customers was $3,659 in profit and 85 orders.
Source: Avantera Health case study

What does funnel research reveal before testing?

PM Digital's research usually finds the problem is the page, the offer or the traffic match, not the product. These are findings from client audits.

In PM Digital's audit for Bond Touch, only 17.8% of visitors scrolled past the first 10% of the flagship product page, and fewer than 4% reached the end.
Source: Bond Touch case study
In PM Digital's audit for Bond Touch, 62% of sessions were on Mobile Safari and the JavaScript error rate was 4.3%.
Source: Bond Touch case study
In PM Digital's funnel analysis for MyoMaster, 82 to 85% of sessions were on mobile, but mobile converted at 0.70% against 1.23% on desktop.
Source: MyoMaster case study
In PM Digital's audit for Kiko Vitals, warm and branded traffic converted four to six times better than Meta ads, which converted at 1.3%.
Source: Kiko Vitals case study
In PM Digital's audit for Kiko Vitals, 91% of visits from the main Meta campaigns went to two product pages, with no dedicated landing page for cold traffic.
Source: Kiko Vitals case study
In PM Digital's analysis for Kiko Vitals, a change in how Shopify counts sessions cut reported sessions by 44% and made conversion rate look 132% higher.
Source: Kiko Vitals case study

What revenue have PM Digital programmes delivered?

Programme totals are larger than single tests, and some are projections or whole-store figures. Each is labelled the way the case study labels it.

Over PM Digital's programme for Gymproluxe, revenue per session rose from £2.30 to £2.70.
Source: Gymproluxe case study
PM Digital's programme for Gymproluxe reports £172,197 or more in additional monthly revenue from traffic the brand already had.
Source: Gymproluxe case study
PM Digital's full-funnel partnership with Bond Touch generated $1.5M+ in revenue.
Source: Bond Touch case study
ProjectionPM Digital's programme for Bond Touch reports $93,263 in projected monthly uplift.
Source: Bond Touch case study
ProjectionFor PM Digital's MyoMaster cart test, the programme dashboard projected a £89,442 monthly revenue uplift, not verified ongoing revenue.
Source: MyoMaster case study
With PM Digital supporting the storefront and promotional experience, MyoMaster achieved a £100K+ sales day on Black Friday.
Source: MyoMaster case study
During PM Digital's partnership with Kiko Vitals, total sales rose 29% and orders rose 42% compared with the four months before.
Source: Kiko Vitals case study
During PM Digital's partnership with Natrava, annual Shopify sales reached $7.4M, up 71% year on year.
Source: Natrava case study
During PM Digital's 12-month partnership with Cadence, the brand reported 389% revenue growth.
Source: Cadence case study

The Kiko Vitals, Natrava and Cadence figures reflect each brand's overall business performance during the partnership, including its own marketing and retail work. They are not revenue attributed solely to PM Digital.

How do PM Digital's results compare with industry benchmarks?

PM Digital's median winning revenue per visitor lift of 7.74% sits a little below a published industry median of 10.0%, from a much smaller sample.

LiftArchive's analysis of 200 winning ecommerce A/B tests measured on revenue per visitor found a median lift of 10.0%.
Source: LiftArchive, Average A/B Test Lift

Both figures describe published winners only. Flat and losing tests pull the typical result of any single test well below them.

What does PM Digital's pricing include?

PM Digital publishes three prices: a £4,000 one-off CRO Sprint, a £6,000 a month Full-Funnel CRO Programme and a CRO + Creative System from £10,000 a month.

Option	Price	What it includes
CRO Sprint	£4,000 one-off	Focused research and strategy, one agreed landing page, PDP or funnel project, copy, design, development and QA, with test-ready implementation.
Full-Funnel CRO Programme	£6,000 a month	Customer research and testing strategy, landing pages, PDPs, offers and subscription optimisation, copywriting, design, Shopify development, QA and ongoing A/B testing.
CRO + Creative System	From £10,000 a month	Everything in the programme, plus static ad creative, angle testing and landing pages matched to acquisition campaigns.

PM Digital's programme pod includes a CRO specialist, a designer, a developer and QA.
Source: PM Digital homepage
PM Digital guarantees a winning test: if one is not delivered in 90 days, the next 30 days are worked free, under the full guarantee terms.
Source: PM Digital homepage

Methodology

Every PM Digital figure on this page comes from a published PM Digital case study, linked next to the figure, or from PM Digital's homepage for pricing and the guarantee. The figures are client results, quoted with the same metric and wording the case study uses.

Revenue per visitor and revenue per session are kept separate, because they are reported differently.
Figures are shown in each client's own currency.
Projections and estimates are labelled, and are never presented as verified revenue.
Whole-store growth figures are marked as overall business performance, not revenue attributed solely to PM Digital.
The median revenue per visitor lift uses nine single winning tests from four published case studies: Gymproluxe (six), Bond Touch, Natrava and MyoMaster (one each). The middle value of the nine is 7.74%.
The win rate combines the only two case studies that report every test run: Gymproluxe (10 of 29) and Bond Touch (8 of 13), giving 18 of 42.
Published case studies favour winning results, so these figures describe what is possible, not a forecast for any store.

Case studies used: Gymproluxe, Bond Touch, Cadence, Natrava, Avantera Health, MyoMaster, Kiko Vitals and 8 Sheep Organics. All are listed on our case studies page.

How to cite these statistics

You are welcome to quote any figure on this page. Please name PM Digital and link to this page as the source.

Source: PM Digital, Shopify CRO Statistics: Results From PM Digital's Tests, https://www.pmdigitaldesign.com/pages/shopify-cro-statistics

Frequently asked questions

What do Shopify CRO tests typically deliver?

Across nine winning tests in PM Digital's published case studies, the median revenue per visitor lift was 7.74%, with a range of 2.66% to 45.4%. Many tests do not win, so a programme of tests matters more than any single one.

What is a good win rate for Shopify A/B tests?

In PM Digital's two fully reported programmes, 18 of 42 tests won (42.9%). Gymproluxe won 10 of 29 and Bond Touch won 8 of 13.

Does CRO improve subscription take rate?

It can. In PM Digital's partnership with Cadence, subscription take rate reached around 70% after 10 offer structures were tested. At Avantera Health, one test raised subscription order share from 90% to 97%.

Is revenue per visitor better than conversion rate for judging tests?

PM Digital judges tests on revenue per visitor and profit, because a higher conversion rate can hide lower order values. At Gymproluxe, two bundle variants raised order value by 14% and 29% but lost on revenue per visitor.

How long does a Shopify A/B test run?

In PM Digital's published tests, the Natrava cart test ran for two weeks and the Bond Touch cart drawer test ran for four weeks. The length depends on traffic and the size of effect you need to detect.

How much does PM Digital charge for CRO?

A CRO Sprint is £4,000 one-off, the Full-Funnel CRO Programme is £6,000 a month, and the CRO + Creative System starts from £10,000 a month.

Can I use these statistics in my own article?

Yes. Please credit PM Digital and link to this page, so readers can check each figure against its case study.

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Learn how a programme runs on our Shopify CRO agency page, or browse every result on our case studies page.