Cookery Store Shopify CRO & Development — Thails

We started with a structured UX growth audit before a single line of code changed. The audit mapped friction points across product discovery, product pages, and checkout — and gave Cookery’s team a clear, prioritised roadmap they could act on immediately. The store had the traffic; what it needed was a purchase experience that matched the quality of the products being sold.

Product Page Image Experience

On desktop, we implemented a multi-image gallery with on-scroll sticky product details — keeping key purchase information visible as customers explore product photography. On mobile, thumbnail navigation was replaced with swipe-friendly dots, navigation arrows were added for directional control, and image rendering was reviewed and optimised following Shopify’s best practices for responsive images. Lazy loading was implemented across the gallery to reduce initial load weight without sacrificing visual quality.

Breadcrumbs and Collection Context

We added breadcrumb navigation at the product level, capped at one collection depth (Home > Collection > Product). For products belonging to multiple collections, the breadcrumb and collection link above the title are determined by the closest match to the product’s brand in the title — with a fallback to the first collection in the list. A metafield override allows the Cookery team to manually assign collection context per product when needed.

Variant Selection Architecture

Color and size variant widgets were rebuilt using a metaobject-based architecture. Colors are defined in a metaobject and assigned per product; size groupings link related products through a product-level metafield. This approach keeps variant management within Shopify’s native admin, removes the need for app dependencies, and gives the team a straightforward process for adding new products to the system.

Perfect Match Upsell Section

A cross-sell section was added to each product page, surfacing up to two complementary products. By default it uses Shopify’s generated recommendations — meaning no setup is needed for new products. For key products, hand-picked suggestions can be assigned directly. Items in the section are added to the cart via inline checkbox, removing the friction of navigating to a second product page.

Multiple Quantity Purchase

A variant-based quantity purchase system was implemented, displaying discounts directly inside the quantity selector buttons and auto-updating the displayed price on selection. The setup is designed to be self-managed: one example product is fully configured as a reference, and the Cookery team follows the same process for each product they want to activate it on.

Collection Filter System

We rebuilt the collection filtering experience using a combination of product metafields, tags, and product details. The system is modular — new filter attributes can be added by tagging products or populating metafields, without changes to theme code. This makes it practical for a catalogue of Cookery’s size and gives the team a clear process for maintaining filter accuracy as inventory grows.

Navigation Rebuild

The main navigation was restructured to support multiple submenus per top-level item, with image placements available for up to two feature slots per menu (linking to collections or products). Content-focused sections — Books, Recipes, and Cooking Classes — were aligned to the right on desktop, visually separating them from the product navigation without removing them from the primary menu structure.

Homepage Banner System

We replaced the existing homepage banner with a section-based system that separates mobile and desktop images. Each banner supports independent header, subheader, text colour, button style, and link configuration. On mobile, when the link points to a collection, a product grid from that collection loads inline below the banner (up to 12 products) — giving mobile users a direct path to browse without an additional page load.

Ongoing Growth Partnership

Following the initial implementation phase, Cookery moved onto a structured monthly engagement. Month two focused on content integration and bundle optimization. Month three brought a product quiz and translation improvements. Month four introduced a book-a-call flow and proactive recommendations for the next development phase. Months five and six are structured around new goal implementation and ad-hoc support — keeping the roadmap responsive to what the data shows.