A new product page UI, SEO-friendly content and targeted payment methods to cut COD returns.
LabTheory is a men's skincare brand. We revamped its product page (PDP) UI using conversion rate optimization strategies, and orders jumped by over 5x with the new UI. We also implemented targeted payment methods to reduce RTO on cash on delivery orders.
Previous work by a Sage Kite delivery specialist
Order and sales figures are from the store's Shopify Analytics for the last 90 days (16 Jul to 14 Oct 2026), compared with the comparison period selected in Shopify.
The challenge
For LabTheory, the product page is where a skincare shopper decides. The brand wanted the PDP to convert more visitors, to inform as well as attract, and to carry content that search engines can understand. Cash on delivery orders also needed attention, because return to origin (RTO) is a common cost of cash on delivery.
The PDP needed a new UI, built with CRO strategies, to turn more visitors into orders.
Shoppers needed more product information, and search engines needed SEO-friendly content to read.
Cash on delivery orders can come back as RTO, so payment methods were targeted to reduce it.
The solution
The work came in three parts, and the results are shown in the store's own analytics. Jump to any of them below.
A more attractive, more informational UI
Product information that gets found
Reducing RTO on cash on delivery
Orders and sales, from Shopify Analytics
PDP redesign
We revamped the product page UI and implemented CRO strategies. The new UI made the product more attractive and more informational, with better SEO-friendly content.
With the revamp: a more attractive page, more product information and SEO-friendly content.
Illustration with placeholder labels, not LabTheory's actual page.
A new UI that made the product more attractive to shoppers.
More product information on the page, so shoppers can decide with confidence.
Product content written so the page is easier to find in search.
SEO-friendly content
Better SEO-friendly content was part of the redesign, so the same product information that helps a shopper decide also helps search engines understand the page. Here is the LabTheory storefront today.
Screenshots of the live store as it appears today. Visit labtheory.co
Payments
RTO, or return to origin, is when a cash on delivery parcel is not accepted and travels back to the seller. We implemented targeted payment methods to reduce RTO on COD orders.
Without targeting, a cash on delivery order can end as delivered or as returned to origin (RTO).
Illustrative flow. No RTO figures were provided for this project.
Results
With the new UI, orders jumped by over 5x. The store's own Shopify Analytics for the last 90 days shows orders up 422%, which is about 5.2 times the comparison period, and gross sales up 445%.
Multiplier = 1 + the percentage change shown in Shopify Analytics. Bars are drawn to scale against 6×.
Figures are from a Shopify Analytics screenshot supplied by the developer. They reflect the whole store over the period. Other activity, such as the launch offers shown on the home page, may have contributed, so the growth should not be read as the redesign's isolated effect.
Platforms and tools
Who this approach suits
This approach suits Shopify brands, especially in markets where cash on delivery is common, that want more orders from the traffic they already have and need their product pages and payments to work together.
Previous work by a Sage Kite delivery specialist
Previous work by Apoorv Bhatt, developer at Sage Kite. Apoorv revamped the LabTheory product page UI with CRO strategies, improved the product information and content, and implemented targeted payment methods to reduce RTO on cash on delivery orders. It shows how Sage Kite's developers approach conversion: fix what the shopper sees on the page, then protect the order after it is placed. Project details are as provided by Apoorv.
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