Building a Mission-Driven Brand

24K9 began with a deeply personal mission. Founders Lien and Andrew Chung knew firsthand the frustration of leash-pulling dogs—their own pups, Trigger the Amstaff and Pablo the Frenchton, had taught them that the right tools and training could transform chaotic walks into confident, enjoyable experiences.

From that authentic foundation, 24K9 grew into a brand dedicated to helping dog owners achieve calm, controlled walks through high-quality accessories and proven training knowledge. As their customer base expanded across Australia, so did their need to scale intelligently. But like many growing e-commerce brands, they faced a critical challenge: how do you increase revenue without simply throwing more money at ads?

The Challenge: Growth Without Guesswork

Lien and Andrew had built something special—a brand that truly understood their customers' pain points. But as traffic to their Shopify store increased, they noticed a troubling pattern. Visitors were landing on their Product Detail Pages (PDPs) but weren't converting at the rates they expected.

"Lien and Andrew didn't want to solve growth with more ad spend," explains their optimization partner. "Instead, the core business goal was clear: Increase overall revenue without increasing acquisition costs."

The problem wasn't traffic volume. It was leakage.

Without a structured testing framework, every change to their PDPs was based on assumptions rather than evidence. They'd adjust copy, move elements around, or update images based on gut feelings and anecdotal feedback. But they had no reliable way to measure whether these changes were helping or hurting performance.

This approach created several critical issues:

• No visibility into which PDP elements were causing drop-offs
• Inconsistent decision-making based on instinct rather than data
• Slow iteration cycles without confidence in what to optimize next
• Inability to validate whether changes improved conversion rates over time

The core business goal remained clear: drive higher revenue while keeping added costs low. But achieving it required moving from guesswork to evidence-based optimization.

The Partnership: Systematic Testing Meets Shopify-Native Power

24K9 partnered with OptiExperts, a specialized Shopify Plus CRO agency, to unlock the untapped potential in their existing traffic. The first step was implementing a platform that could turn their assumptions into testable hypotheses.

Enter Shoplift.

Within their first day of setup, the team had their initial A/B test running. No developer bottlenecks. No complex integrations. No waiting weeks for technical resources.

But speed was just the beginning. Shoplift's testing framework gave them precise control over traffic distribution and real-time performance tracking across the metrics that mattered most:

• Conversion rate
• Add-to-cart rate
• Revenue per visitor
• Average order value
• Checkout initiation

For the first time, 24K9 could isolate the impact of specific changes and make data-driven decisions about their PDP optimization.

The Systematic Approach: Evidence-Based Optimization

Working with OptiExperts, 24K9 developed a focused A/B testing roadmap targeting the highest-impact areas of their PDPs. Each test was designed to validate a specific hypothesis about what was preventing conversions.

Test 1: Product Confidence

• Hypothesis: Customers need to see the product in action to feel confident in their purchase
• Solution: Added a "See in Action" button linking to demonstration content.
• Result: Significant lift in engagement and conversion.

Test 2: Urgency and Scarcity

• Hypothesis: Time-sensitive messaging creates buying intent.
• Solution: Implemented "Running Low" stock alerts vs. neutral inventory language.
• Result: Measurable improvement in purchase urgency.

Test 3: Trust and Social Proof

• Hypothesis: Buyer confidence increases with social validation.
• Solution: Prominently displayed 5-star reviews, UGC, and trust badges.
• Result: Particularly strong performance on mobile devices.

Test 4: Friction Reduction

• Hypothesis: Purchase hesitation stems from uncertainty about sizing and returns.
• Solution: Clear size guides and easy return policy messaging.
• Result: Significant improvement in mobile conversion rates.

Test 5: Value Enhancement

• Hypothesis: Additional value propositions increase perceived worth.
• Solution: Highlighted "Free Dog Training Included" messaging.
• Result: Boosted both conversion rates and average order value.

"The 'See in Action' CTA performed better than expected, driving deeper engagement," notes the OptiExperts team. "The size guide and clear return messaging significantly improved mobile performance. Offering a free training bonus also helped boost buyer confidence."

Each test ran through Shoplift's controlled environment, ensuring statistical significance and reliable data. No overlapping experiments. No confounded results. Just clean, actionable insights.

The Transformation: From 2.22% to 5.31% Conversion Rate

The results spoke for themselves. Through systematic testing and optimization, 24K9 achieved remarkable improvements across every key metric:

• +139% increase in conversion rate (from 2.22% to 5.31%)
• +97% increase in add-to-cart events
• +104% increase in checkout reach
• +79% increase in completed purchases

But the numbers only tell part of the story. The real transformation was cultural: 24K9 had moved from assumption-based optimization to evidence-driven growth through consistent A/B testing.

Most importantly, Shoplift's real-time reporting gave them confidence to scale what worked and quickly retire what didn't.

Beyond the Numbers: Building a Growth Engine

The success of the PDP optimization program did more than boost immediate performance metrics. It fundamentally changed how 24K9 approaches growth.

With Shoplift as their testing foundation, they now have:

• Rapid deployment capability for new experiments across key pages
• Data-driven decision making that eliminates guesswork
• Safe experimentation without risk to site performance
• Systematic validation before full rollout of changes
• Continuous optimization as a repeatable growth strategy

"Shoplift made it easy to isolate the impact of changes, track significance in real time, and move quickly from insight to implementation," reflects their optimization partner. "It gave both our team and the client confidence in scaling what worked."

What's Next: Scaling the Success

Following the dramatic success of their PDP optimization, 24K9 is expanding their systematic approach across the entire customer journey. Collection pages, upsell flows, and post-purchase touchpoints are all being optimized using the same evidence-based methodology.

The roadmap includes:

• Product bundling layout tests
• Personalized messaging experiments
• Mobile-first optimization initiatives
• Cross-sell and upsell flow improvements

"We plan to use Shoplift to run targeted tests on product bundling layouts, personalized messaging, and mobile-first improvements," explains their growth partner. "The platform will remain central to our optimization roadmap, allowing us to validate changes quickly, reduce guesswork, and scale what works across the full shopping experience."

With Shoplift powering their testing framework, 24K9 has transformed conversion rate optimization from a one-off project into a sustainable growth engine. They're not just converting more visitors—they're building a systematic approach to continuous improvement that scales with their business.

For founders Lien and Andrew, the journey from assumptions to evidence represents more than just better conversion rates. It's proof that the right tools and methodology can turn any growing brand into a data-driven optimization machine, one test at a time.

Ready to transform your assumptions into growth? See how Shoplift can help you build your own evidence-based optimization engine.

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