DTC e-commerce · NorthRange Outfitters
From flatlined revenue to 28% YoY in two quarters
An e-commerce brand stuck at $4M ARR couldn't crack the next ceiling. A CRO audit, a redesigned PDP template, and disciplined testing rebuilt the path to compounding revenue.
+38%
Revenue per session
+22%
Add-to-cart rate
+28%
YoY revenue growth
Services: Website Experience Testing · Tracking & Analytics
The challenge
NorthRange had grown to $4M ARR on Shopify but had been flat for 18 months. Paid acquisition was up; revenue wasn’t following. The team suspected the product detail page (PDP) but didn’t have data to act on.
What we did
- CRO audit + funnel analysis identified PDP imagery, trust badges, and a confusing variant selector as primary friction.
- Rebuilt the PDP template with a cleaner image stack, structured reviews, and an inline shipping calculator.
- A/B tested every change before rolling out: none were assumptions.
- Cleaned up GA4 so revenue could be cleanly attributed to source.
The outcome
Revenue per session lifted 38%, add-to-cart climbed 22%, and the brand exited a long flat stretch with 28% YoY growth in two quarters. The PDP framework now ships across the whole catalog.