Primo

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The Brand

Primo Golf is an apparel brand collaborating with some of the world’s best PGA golfers. Known for their iconic Primo Joggers, the brand focuses on more ways to deliver quality products and a memorable shopping experience.

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Year

2023

Timeline

Ongoing

Industry

Fashion

Work

CRO Strategy | A/B Testing | CRO-Branded Design | Shopify Development

Challenge

Primo needed to move the needle on two fronts: higher average order value and stronger conversion rates — while building toward a brand that could command premium positioning in the long run. They'd been weighing their options, but lacked a clear path forward. We came in, assessed the landscape, and gave them a focused direction — cutting through the noise to identify where effort would have the greatest impact.

The Solution

Over six months, we executed a comprehensive brand revamp — elevating the pages that matter most.

We redesigned the core conversion touchpoints: Homepage, PDP, CLP, and Cart — while introducing high-impact new pages including a Bundle Builder and Trending Now section to drive discovery and increase revenue and AOV.

To continuously sharpen performance, we ran a minimum of four A/B tests every week. Winners weren't left as experiments — they were rapidly converted into evergreen solutions, compounding gains over time.

Beyond design, we identified gaps in product imagery and recommended targeted changes that delivered a measurable lift in conversion. We also took the lead on Primo's Canadian market expansion, supporting and spearheading the buildout of their Canadian site from the ground up.

Final Results

CVR lift from 2.1% to 2.7% (average lift of 28.6%+ in 6 months).
AOV lift from $108 USD to $131 USD (average lift of 21.2%+ in 6 months).
Implementation of bundle builder as a new sales channel that helped add $158K organically to top line within 3 months (zero ad spend during this period).

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