Case Study

Shopify Checkout Funnel Optimization for a DTC Hair Growth Brand

A direct-to-consumer (DTC) hair growth brand with over 12,900 customers, was losing out on potential revenue. Their default Shopify checkout was too basic, as it lacked a strategy to encourage customers to buy more or stay engaged during the buying process. They needed a high-performing sales funnel to increase their revenue per visitor, so they partnered with Artesian Software Technologies.

We replaced their Shopify checkout with a full Checkout Champ funnel, built structured upsell and downsell flows with a pop-up downsell to catch drop-offs, and integrated a custom timestamp-triggered video embed that reveals the product section at a specific point in the video, keeping buyers hooked. Every page was redesigned using client’s brand identity and fully optimized for mobile.

Funnel Platform

Checkout Champ

eCommerce

Shopify

Video Integration

Custom Timestamp-Triggered Video Embed

Funnel Architecture

Upsell / Downsell + Brand UI/UX

The Challenge

  • No Conversion-Optimized Checkout: The default Shopify checkout had no funnel strategy, just a standard buy flow with no upsells, no urgency, and no structure to increase order value.

  • Zero Upsell & Downsell Architecture: Customers bought one item and left because there were no extra product offers after they completed their initial checkout.

  • Broken Mobile Experience on Upsell Pages: Existing upsell pages were not responsive, and layouts broke on mobile, where the majority of DTC traffic arrives, costing conversions daily.

  • Low Buyer Engagement & Retention: Shoppers weren't kept interested while buying, with nothing to build excitement or trust before they paid.

  • Flawed UI/UX Design: The reference design the client provided had responsiveness issues and UX problems that needed to be fixed, not just replicated.

Our Solution

  • Checkout Champ Integration & Migration: Replaced Shopify's default checkout with a fully configured Checkout Champ funnel that easily syncs products.

  • Upsell, Downsell & Popup Downsell Flow: Built a structured post-purchase offer sequence of 3-month, 6-month, and 9-month supply upsells, with a pop-up downsell inside the flow to recover buyers who try to leave.

  • Custom Timestamp-Triggered Video Embed: Implemented a custom video solution that hides the "buy" section until the perfect moment, directly increasing the desire to purchase.

  • Mobile-First Responsive Design: Rebuilt all upsell and funnel pages with mobile-first layouts by fixing every spacing, usability, and responsiveness issue from their old design.

  • Custom eCommerce Brand Identity: Replicated the competitor funnel structure the client loved, then rebuilt it entirely in the client’s brand with cleaner UI, faster load, and fully on-brand across every page.

Business Impact

  • Improved eCommerce Conversion Rates: A clean, fast Checkout Champ funnel replaced the default Shopify flow, reducing drop-offs and converting more visitors into paying customers.

  • 35% to 45% Increase in Average Order Value (AOV): Structured upsell and downsell flows, including the pop-up downsell, now capture revenue per order that was previously walked away from.

  • Superior Mobile User Experience: Fully responsive funnel pages outperform the old design across all devices, which is critical for a DTC brand where 70%+ of traffic is mobile.

  • Increased Video Engagement & Sales: The timestamp-triggered video embed keeps buyers watching and reveals the offer at peak intent, directly increasing purchase likelihood before the CTA appears.

  • Scalable Sales Funnel Architecture: The Checkout Champ structure is built to scale. New supply tiers, seasonal promotions, and A/B tests can be added without rebuilding the funnel from scratch.

Client Testimonial

We upgraded from a basic Shopify checkout to a full funnel that actually works. The video embed idea was a game-changer, and the buyers are way more engaged before they see the offer. AOV went up noticeably, and the mobile experience is finally something we’re proud of. — Operations Director (DTC Hair Growth Brand)

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