# Commercial ecommerce evidence capture

Captured 2026-09-13. This is a source ledger, not a ranking or a causal conclusion.

## Experiment and UX evidence

- [Zalora — VWO](https://vwo.com/success-stories/zalora/): PDP campaign reported a **12% relative checkout-rate increase**. The test made delivery/return benefits more visible and tested free-return copy near price. It was an A/B campaign across applicable English and Chinese PDPs, but no sample, runtime, absolute rate, or confidence interval is disclosed. Vendor case study.
- [Andaaz Fashion — VWO / ConvertPolo](https://vwo.com/success-stories/andaaz-fashion/): Three stated A/B tests: mobile product info tabs **+125.95% purchases / +109.38% product-page conversion**, PLP reviews plus sticky filtering **+45.38% ATC**, search improvements **+18.39% purchases**. All are relative lifts; no base rates, sample, runtime, or statistics. Changes are bundled per test.
- [GoodwillFinds — VWO](https://vwo.com/success-stories/goodwillfinds/): Mobile PDP A/B test ran **8 days** and reported **+5.16% Add-To-Bag clicks** after shortening content and putting CTA after images. This is a click proxy, with no sample, absolute rate, confidence or completed-purchase uplift supplied.
- [Baymard — Mobile E-Commerce UX](https://baymard.com/research/mcommerce-usability): Original usability/benchmark research, not a conversion case. It reports 20,000+ hours testing mobile behavior, 3,600+ usability issues at 50+ sites, and a 138-site benchmark. Use it as diagnostic pattern evidence, not a numeric promise.

## Broad replatform/redesign cases

- [GLTC — Shopify](https://www.shopify.com/nz/enterprise/blog/ecommerce-migration-case-study): **+6% conversion rate** over the first three months after a 16-week migration/redesign. The package included UX audit, navigation, PDP work, search, guest checkout, SEO and operations; it is a before/after report with no control or sample.
- [The Conran Shop — Shopify](https://www.shopify.com/case-studies/the-conran-shop): reports **+54% conversion rate**, plus email revenue/TCO outcomes after Magento-to-Shopify work, unified commerce, rebrand and agency work. No test design, timing, sample or absolute rate.
- [Incu — Shopify](https://www.shopify.com/uk/case-studies/incu): reports first-week **+15% conversion** and later **+70–80%** additional conversion improvement after Shopify Plus, a new theme, custom filters, automation and promotions. The metrics are before/after relative changes; attribution is not isolatable.
- [Peepers — Shopify](https://www.shopify.com/fi/case-studies/peepers): reports **+30% conversions** and **+20% AOV** after redesigned site/product imagery and custom checkout/free-shipping motivator. A contemporaneous Oprah feature and multiple changes mean no single design conclusion is supported.

## Identity reference cases — no conversion claims

- [Great Jones — Pentagram](https://www.pentagram.com/work/great-jones) · [brand](https://greatjonesgoods.com): cookware DTC identity joining packaging, editorial-rich digital shop, illustration, photography and product-use information.
- [Plenaire — Pentagram](https://www.pentagram.com/work/plenaire) · [brand](https://plenaire.co): skincare DTC identity covering type, routine-coded product system, packaging, palette and photography.
- [Evernow — Pentagram](https://www.pentagram.com/work/evernow) · [brand](https://www.evernow.com): menopause-care identity and digital experience system built around messaging, looping visual language, site direction and cross-channel assets.
- [Dally — Pentagram](https://www.pentagram.com/work/dally) · [brand](https://dallygoods.com): botanical hand-wash identity linking naming/positioning, a custom dispenser, packaging, digital design and subscription framing.

All metrics above are publisher-reported. Current brand pages are not verified replicas of the tested or launched versions.