Saltrock partnered with blubolt to optimise their Shopify Plus store into a friction-free, high-converting ecommerce platform.
Founded in Cornwall by two brothers in 1988, Saltrock is a lifestyle brand offering clothing and accessories with unique, surf-inspired designs for men, women and kids. With a focus on functionality and quality, Saltrock’s products are still designed locally in Devon and are known to last for years! Already hugely successful with over 60 stores across the UK, the brand is continuing to expand with more stores and the growth of its ecommerce store on Shopify Plus.
WHAT WE DID
Shopify design & UX
Shopify development
Conversion optimisation
Ongoing support
RESULT
+6.77%
Increase in overall conversion
+48%
Increase desktop conversion
+34.78%
Increase revenue per user
VISIT THE SITE
The problem
Reducing friction at a key moment in the buying journey.
As part of Saltrock’s ongoing digital growth, we identified a major opportunity in the brand’s ecommerce journey: customers were reaching product pages but failing to move forward. The Product Detail Page (PDP) experience wasn’t converting interest into action. Our goal was to reduce drop-offs during the consideration stage, uplift Add-to-Basket rates, and ultimately improve conversion.
Key insights
Understanding where the journey stalled.
Our analysis uncovered key pain points in how users interacted with product pages:
- 74% drop-off rate on Product Detail Pages
- Only 10% Add-to-Basket rate
- Session recordings showed customers struggling to navigate the product image gallery
The data told a clear story: shoppers wanted to explore Saltrock’s products, but the gallery experience created friction, particularly on mobile.
The solution
Designing a seamless product experience.
Using our Journey-Led Growth approach, we mapped Saltrock’s customer journey from discovery to purchase and identified the image gallery as a pivotal touchpoint. By removing friction here, we could influence conversion across the whole journey. We transitioned from a busy gallery view to a cleaner, single-featured image with thumbnails, helping users focus on what mattered most, the product itself.
Enhancing usability on mobile.
On mobile, we enlarged carousel icons and improved navigation to make browsing more intuitive. These subtle, user-centred adjustments turned frustration into fluidity, ensuring that shoppers could explore products effortlessly on any device.
The result
A measurable uplift in engagement & conversion.
The impact was immediate and significant:
- +6.77% Overall Conversion Rate increase
- +48% uplift in Desktop Conversion Rate
- +34.78% increase in Revenue per Visitor
- Estimated +£5.8k/month additional revenue from PDP optimisations
By focusing on journey-led design, Saltrock reduced drop-offs, improved Add-to-Basket rates, and created a smoother path to purchase. The improvements were rolled out across all devices, delivering sustained growth and a stronger foundation for future optimisation.
Through collaborative insight and data-driven design, we helped Saltrock connect the dots between user behaviour, design friction, and commercial outcomes, demonstrating how focusing on the customer journey can drive measurable, long-term growth.
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