FreshPress Juices

The Challenge

FreshPress Juices had built a strong brand and product — their cold-pressed juice subscriptions had genuine fans. But their Shopify store was haemorrhaging potential customers at checkout, particularly on mobile devices.

With 78% of their traffic coming from mobile (primarily from Instagram), the poor mobile experience was costing them significant revenue. Cart abandonment was running at 84%, well above industry benchmarks.

• Mobile conversion rate was 0.8% vs 2.1% desktop
• Cart abandonment at 84% overall
• Subscription sign-up flow took 7 steps
• Page load time exceeded 6 seconds on 4G

The Solution

We conducted extensive user research including session recordings, heatmaps, and customer interviews to identify exactly where and why users were dropping off. The findings drove a complete mobile-first redesign of the purchase flow.

• Checkout simplification: Reduced subscription sign-up from 7 steps to 3, with smart defaults and address autocomplete
• Performance optimisation: Implemented lazy loading, image compression, and code splitting to bring load time under 2 seconds
• Trust signals: Added delivery date clarity, money-back guarantee badges, and real customer reviews at key decision points
• Cart recovery: Implemented exit-intent offers and a strategic abandoned cart email sequence

The Results

The CRO programme transformed FreshPress from a brand that was leaving money on the table to an efficient conversion machine. Same traffic, dramatically different results.

• Mobile conversion rate increased from 0.8% to 1.9%
• Overall conversion rate up 89%
• Cart abandonment reduced from 84% to 52%
• Annual revenue hit £2.4M (up from £1.3M)

The improvements also had a positive effect on paid media efficiency, with the same ad spend now generating significantly more subscriptions.