105 specific levers, organized by page, every one of them either tested in our own program on $50M-$300M DTC brands or backed by a sourced benchmark. No "improve your value proposition" filler. Real changes you can ship this quarter.

I pulled this list out of our live test bank, not a blog. We run 1,000+ A/B tests across 150+ DTC Shopify brands at $50M to $300M scale, and most of what is below is a real result from a real production store: some won, some lost, all of them moved a number we could read. Where a lever leans on outside research instead of our own data, I cite the source inline so you can see exactly how much weight it carries.

A few rules before you start checking boxes.

You do not implement all 105. You test the ones that map to where your funnel actually leaks. The single most common mistake I see is brands copying a competitor's checkout flow or homepage layout and shipping it blind. We ran a full cart redesign for one apparel client purely to validate a theory. It lost. The note our analyst left is the whole philosophy in one line: "By testing this theory versus blindly implementing, you will potentially save over $100k per year in lost revenue."

That is the point of a checklist like this. Not 105 things to do. 105 things to test, ranked against your own data.

How to use this list

The benchmarks first, so you know where you stand. Then the levers, page by page.

Two numbers anchor everything that follows. Mobile converts at roughly two-thirds the rate of desktop (1.2% vs 1.9%), and 70% of carts get abandoned. Most of the levers below are aimed squarely at those two leaks.

One more framing number. Baymard's research says the average large ecommerce site can lift conversion by about 35.26% through documented checkout-usability fixes alone (https://baymard.com/research/checkout-usability). That is one page. The rest of the store is upside on top of it.

A note on the dollar figures. Where I quote a "projected monthly lift" next to a test, that is the real figure from our Airtable for that specific brand at that specific traffic volume. A $250K/mo win on a high-traffic brand might be a $5K/mo win on yours. Treat the direction as the lesson, not the dollar amount.

Section 1: Homepage and navigation (levers 1-15)

The homepage is rarely your highest-intent page, but it sets the path. Most homepage wins we have logged come from getting product or category in front of people faster, not from a prettier hero.

1. Put category tiles at the top of the homepage. We moved category tiles above the fold for an apparel brand and desktop CVR rose 14.77% with AOV up 8.69% at 95% confidence (+$23,759/mo). Mobile preferred the original, so we shipped desktop-only. Test by device, never assume the win is universal.

2. Surface real collections in an Amazon-style row. Surfacing curated collections in an Amazon-style format on the homepage drove a $144,443/mo lift for one brand. People came to shop. Show them places to shop.

3. Test a content-native hero against your standard hero. For Primal Queen, a TikTok-style hero section beat the standard homepage hero (+1.74% CVR, +$26,395/mo). When most of your traffic is from a platform, matching that platform's visual language reduces the cognitive jolt on landing.

4. Do not assume "products first" always wins. We have a strong prior that showcasing products beats showcasing collections. It is not a law. For one apparel brand, highlighting actual products on the homepage instead of collections lost, because mobile users dropped. Test it on your traffic.

5. Update navigation thumbnails for faster product identification. Refreshing product imagery inside the nav drove a 26.15% CVR lift and 43.64% RPV lift for one brand (+$21,082/mo). Clearer product photos in the menu let people self-route faster.