How We Helped We Are Amma Hit a 5% Conversion Rate on Shopify
Most eCommerce stores convert at around 2–3% on average —but “We Are Amma” was able to reach a peak of 7.28% & 5% average, placing it among top-performing stores.
This case study breaks down how we transformed their store into a high-converting sales machine using data-driven CRO strategies.
The Results
Post-launch, conversion rate jumped to a peak of 7.28% and settled at a sustained 5% average well above typical Shopify benchmarks for the apparel and accessories category.
A single day’s dashboard after launch:
| Metric | Value |
| Conversion rate | 7.28% |
| Orders | 211 |
| Sessions reached checkout | 300 |
| Sessions added to cart | 278 |
The outcome wasn’t just a cleaner-looking store. It was a materially more profitable business — from day one.
Important Note: Statistic shows less ‘Add to Cart’ numbers than Sessions that reached to the checkout page because ‘Add to Cart’ event is not counted when Express checkout button options like Shop Pay, Google Pay, Apple Pay etc. is clicked on product page.
The Challenge
We Are Amma had what most DTC brands dream of: a product people genuinely love. The Cocoon™ nursing cover is trusted by 250,000+ mamas and has been featured in Allure, People, and The New York Times.
So why weren’t more visitors buying?
The traffic was there. The press was there. The social proof was there. But the store wasn’t converting anywhere close to what a product with this kind of traction should.
The brief we gave ourselves on day one was simple: look at the store the way a first-time visitor would. Someone who just tapped an Instagram ad, knows nothing about the brand, and is deciding whether to trust you in the next eight seconds.
What We Did
1. Rebuilt the store on Shopify’s Dawn theme — properly
Not a theme swap. A full rebuild.
We reworked the information architecture, tightened the mobile experience, Improved product page, and redesigned every critical path so browsing felt effortless and buying felt like an easy “yes.”
2. Audited every step of the first-time visitor journey
We mapped the path of a cold visitor and pressure-tested every step:
- Is the hero doing its job in under three seconds?
- Are the CTAs where the eye actually lands — or where the designer wanted them?
- Does the product page answer her questions, or raise new ones?
- Is there friction in places there shouldn’t be any?
Then we fixed what wasn’t working — across the homepage, PDP, cart, and checkout.
3. Took performance seriously (Speed Optimization)
Why it matters: Even a 1 second delay can reduce conversions by up to 20%
For a brand selling a $99 product to mamas browsing one-handed at 2 a.m., a slow store doesn’t just frustrate — it quietly kills trust before she’s even seen the product.
We followed a bit of a different development strategy right from the beginning. We selected ultra-lightweight theme with minimal code & completely made custom solution (custom design & development). On top of that, we have our own version of theme which is even better than the original one in terms of performance. That completely shaped performance strategy right from the beginning, to development & additional performance optimization after making the solution ready.
4. Ran iterative A/B tests — not guesses
We tested different checkout flows, product page layouts, and trust-signal placements. Each test surfaced one more friction point causing drop-off at the final step. Each one we removed moved the needle — and the wins compounded.
This is the part most “redesigns” skip. It’s also the part that turned a prettier site into a more profitable one.
Why This Worked
Most Shopify conversion problems aren’t one big thing. They’re ten small ones — a slow LCP, a confusing PDP, a checkout step that asks for too much, a CTA that disappears on mobile. Individually each costs you a percent. Together they cost you most of your revenue.
Our job is to find and fix all ten.
Want results like this on your Shopify store?
We’ve been building and optimizing Shopify stores since 2012, and we’re an official Shopify Partner. We only take on projects where we’re confident we can move the number that matters.