A Media Platform in Disguise
Liquid Death doesn’t just sell water—they sell an experience. Their Shopify-powered site isn’t focused on driving quick transactions; it’s about offering fans a chance to dive into their offbeat world through unique merch drops and the absurdly entertaining Timewaster 5000 section. As Alyson Sweriduk from UN/COMMON, Liquid Death’s growth agency, explains, “Liquid Death’s site is a media hub designed for fans to engage with content, check out limited-edition drops, and dive deeper into their environmental campaigns.”
To keep up with Liquid Death’s fast-moving, experimental mindset, they needed a way to validate major brand decisions and measure fan engagement that could match the team’s creativity. Shoplift was the perfect fit.
A Need for Shopify-Native Flexibility
As a behemoth brand, Liquid Death knew that its scale and channel diversity bore a unique challenge: How to maintain the intimate connection with their most loyal customers that vaulted it into the stratospheres of success. In their ecommerce channel, Liquid Death saw an opportunity to keep connecting with that audience in a way that only their brand could. In this channel, they could experiment, take risks, and run exclusive promotions that amplified the brand.
Liquid Death’s Shopify site offers an immersive, engaging experience. The challenge was ensuring that their testing and CRO tools respected that experience while moving fast enough to match the team’s creativity and agility. Because the Liquid Death team chose the powerful Shopify platform for their store, the brand needed an A/B testing tool that not only kept up but also felt Shopify-native.
Their fans expect an interactive, content-driven experience—one that’s more about brand engagement than speed to checkout. As Alyson noted, “Every time we tried traditional CRO tactics—things that work everywhere else—Liquid Death users rejected them. We needed a platform that let us test both the weird and the wildly unexpected without breaking a sweat.” To experiment freely while keeping this engagement at the core, they needed a platform that could run tests without compromising the experience. In short, they needed a CRO tool that truly allowed them to test anything.
"We needed a platform that let us test both the weird and the wildly unexpected without breaking a sweat.”
Shoplift—The Perfect Tool for Liquid Death’s Experiments
Fast, Flexible, and Shopify-Native
With Shoplift, Liquid Death found a tool that was perfectly suited to their experimental needs. The seamless Shopify integration allowed the team to quickly launch tests without sacrificing the agility of their brand. Whether it was testing countdown timers for pop-up sales or experimenting with new content features, Shoplift made it possible to move fast while staying true to the brand.
Lift Assist: Starting Strong, Every Time
Lift Assist was another game-changer for Liquid Death. This feature provided pixel-perfect starting points for each test, ensuring that new elements could be introduced without needing to tweak every detail. “It’s like Shoplift understands our brand out of the box,” Alyson said. With Lift Assist, the team could jump straight into experimentation, confident that everything would stay on-brand.
“It’s like Shoplift understands our brand out of the box."
Rapid Iteration and Valuable Insights
With Shoplift, Liquid Death could rapidly iterate on their hypotheses, yielding significant results. For example, a countdown timer during a flash sale led to a 9% increase in conversion rates—proving that, when aligned with their brand, even traditional tactics could be effective. Said Alyson, “When the audience is coming to the store with the intent to buy a limited-time drop, we want to make sure they know exactly how to get it and how much time is left.”
More importantly, Shoplift enabled them to gather insights about their audience’s behavior, like the preference for deeper interaction over fast checkout. Tests that were geared towards decreasing friction and driving visitors to checkout had the impact of driving more add-to-cart actions; but those mid-funnel gains came at the expense of diminished site engagement and reduced AOV. These insights were only possible because of Shoplift’s robust reporting – each test came with over 600 unique data points through which UN/COMMON could analyze full-funnel outcomes, segmented by channel, visitor behavior, and more. It was through this analysis that they were able to validate the hypothesis that Liquid Death’s fans preferred to explore the site and engage with the content at their own pace. These insights weren’t just valuable—they shaped future testing and design decisions.
Shoplift Powers Liquid Death’s Bold Experiments
For Liquid Death, Shoplift was the ideal partner to support their brand-driven experimentation. By enabling fast, flexible tests and seamlessly integrating with Shopify, Shoplift allowed Liquid Death to maintain their immersive, engaging experience while constantly innovating. As Alyson summarized, “Shoplift gave us the freedom to experiment with what makes Liquid Death, well, Liquid Death.”
