Lazy Oaf partnered with blubolt to transform their Shopify Plus store into a data-led, high-converting ecommerce platform.

The problem

Turning engagement into conversion through data-led optimisation.

With a strong creative identity and loyal following, Lazy Oaf partnered with blubolt to optimise their existing ecommerce site and unlock new growth opportunities.

Working collaboratively with Lazy Oaf’s ecommerce team, we applied a Journey-Led Growth approach, focusing on behavioural analysis and conversion rate optimisation rather than isolated fixes. By improving analytics foundations across Google Analytics, Shopify, and Microsoft Clarity, we pinpointed key friction points and tested data-led hypotheses to remove barriers in the customer journey.

Early insights showed a highly engaged audience, particularly mobile users on iPhone and Samsung S23 devices. Yet, the lower-funnel journey lacked clarity. Customers hesitated before checkout due to uncertainty around delivery charges, duties, and total costs, leading to drop-off.

Our challenge was clear: maintain engagement while removing the bottleneck between Add to Cart and Checkout.

The solution

Analysing the product-to-purchase journey.

To understand and address these pain points, we conducted a comprehensive observational analysis of the product-to-purchase journey, with a particular focus on the mini cart. Our goal was simple: make it easier and more transparent for customers to continue their purchase.

Refining the mini cart for a more transparent experience.

The mini cart proved to be a key area for optimisation. We refined how essential information appeared, improving visibility of delivery costs, basket value, and checkout CTAs. Design and copy updates were implemented in collaboration with Lazy Oaf’s team to ensure every detail aligned with their distinctive, playful brand identity while delivering a more confident customer experience.

Testing & validating the impact.

The updates were tested through controlled A/B experiments, validating the direct impact of each improvement and ensuring all decisions were backed by data, not assumptions. To ensure each change delivered measurable value, we also enhanced event tracking for “Add to Cart” and “Begin Checkout” actions, capturing more accurate behavioural data.

This iterative process embodied blubolt’s Journey-Led Growth philosophy: aligning insight, design, and optimisation to create a seamless customer journey that drives real business outcomes.

The result

Reducing friction & driving measurable growth.

The optimised mini cart experience delivered strong, data-backed results:

• +3% increase in Add to Cart rate
• +20% uplift in customers beginning checkout
• +10% increase in overall conversion rate
• +15% rise in average order value

By reducing friction and creating a smoother mini cart experience, customers now move through checkout with less hesitation and more intent.

For Lazy Oaf, this work demonstrates the power of Journey-Led Growth in action. That is using insight-driven collaboration to create a smoother, more cohesive ecommerce journey that supports both immediate performance and long-term brand success.