TMSupply
+38% CVR on PDP tests35% faster load~16% of annual revenue from upsells
Read the case ↗Shopify Developer + CRO
I own Shopify CRO end to end. I diagnose the leak, ship the Liquid, run the test and report the lift.
Most devs hand off to a CRO team once the build ships. I do both, so the person who finds the friction is the person who fixes it. 4+ years across 10+ DTC brands.
Brands I have built and scaled.
4+ years / 7-8 figure DTC brands / Shopify and Shopify Plus
The gap
Build and CRO are usually two different people.
That handoff is where time and revenue go to die. I close it.
01
Most devs stop at the build.
02
Most CRO people cannot ship code.
03
I do the full loop, so you do not lose a week turning a strategy deck into dev tickets.
Sound familiar?
The revenue killers I find in almost every store I audit.
Your PDP works hard, your checkout does not.
Qualified traffic, but something between Add to Cart and confirmation bleeds revenue. For one brand the gap was 89.6%, nearly double the standard.
Your data is lying to you.
I have found 51% discrepancies between GA4 and Shopify on a live store, which means every test built on it was compromised.
Your apps are eating your speed.
Replacing three heavy apps with custom Liquid cut load times 35% on one store, and the conversion lift followed.
Process
A repeatable system, not a guessing game.
Four steps. The same loop on every store, every test.
I start with the data. GA4 funnels, heatmaps, session recordings, review mining. I read what your customers are actually saying, not what you think they are saying. I mined 849+ reviews for one brand to build a customer language bank that informed every test.
Every change starts as a hypothesis with a measurable outcome. I build testing roadmaps prioritized by revenue impact, not by what is easiest. The PDP gets tested first because that is where buying decisions happen.
I do not hand off a wireframe to a developer, I write the Liquid, the JavaScript and the CSS myself. That means tests ship faster, run cleaner and I understand exactly what is being measured.
Winners get implemented. Losers get documented. Both make the next test smarter. I track CVR lift, revenue impact and statistical confidence on every experiment.
Case studies
Six brands. The full loop on each.
Open any one for the diagnosis, what I shipped and the proof.
Blu Atlas
OS 2.0 theme rebuildSubscription + bundle flowsCustom cart drawer
Read the case ↗Benevolence LA
Cart upsell drawerRebuy cross-sellCustom Liquid, no app bloat
Read the case ↗Fifth Ray
849+ reviews mined51% data gap closedIntelligems A/B program
Read the case ↗ShopDeck
Core Web Vitals rebuildAJAX cart engineeringCustom mega menu
Read the case ↗TechnoRV
Cart-level discount logicCustom LiquidPromo automation
Read the case ↗CRO compounds
Each winning test stacks on the last.
Month 6 you is not competing with month 1 you.
Cumulative CVR liftcompounds
Month 1Month 2Month 3Month 4+
Month 1
Fix the foundation
Analytics audit. Baseline metrics. First A/B test ships. If we cannot measure it, we are guessing.
Month 2
Find the first winner
PDP tests based on real user behavior. Cart and checkout friction removed. Upsell flows optimized.
Month 3
Expand and iterate
Re-test winners for further lift. Homepage and collection page optimization. Landing page development.
Month 4+
Continuous engine
Repeatable CRO system in place. Testing roadmap, documentation and reporting cadence. Every month gets better.
Tech stack
The full stack, data collection to deployment.
Research and Analytics
- GA4
- Google Tag Manager
- Microsoft Clarity
- Hotjar
- Elevar
- Shopify Analytics
- Review Mining
- Customer Surveys
Testing and Implementation
- Intelligems
- Shopify Liquid
- JavaScript
- HTML / CSS
- OS 2.0
- Web Components
- AJAX
- MetaFields / MetaObjects
- Core Web Vitals
Commerce and Retention
- Klaviyo
- Rebuy
- Skio
- Recharge
- Shopify Flow
- Shopify Functions
- Customer Accounts API
- Subscription Architecture
- Bundle Builders
I also leverage AI and agentic workflows to accelerate research, automate repetitive analysis and ship faster. Tools are only as good as the thinking behind them.
About
How I think about this work.
Thomas Maghanga / Nairobi, UTC+3I work like an internal builder, not a ticket-taker. I own technical decisions, collaborate across teams and ship fixes while stores are live, often across multiple time zones.
I think in commercial terms. Trust, friction, perceived value and how the storefront moves ROAS. Every pixel serves a function in the revenue engine or it does not belong.
I prioritize clarity, performance and maintainability because Shopify stores do not get second chances under traffic. The work I ship today should not become technical debt tomorrow.
Let's build something that converts.
Based in Nairobi, UTC+3. I work across UK and US timezones.
Get in touch
