Linked colorways and CRO for a women's denim brand

Kut from the Kloth sells women's denim in Petite, Regular and Plus fits on Shopify. Every colorway lived in the admin as its own product, so a shopper saw each wash of a jean as a separate item, with no swatches on collection or product pages to tie them together.

DYODE's usability audit found more. Sub-category links on mobile sent people back to the homepage. Collection pages had no headers, no content and few filters. The homepage was hard to shop, the add-to-cart button got lost on product pages, and the empty cart gave a shopper nowhere to go next.

DYODE started on a development retainer, then added a CRO and UX retainer. The first month went to the usability audit and a prioritized list of fixes for navigation, the homepage, collection pages, product pages and the cart.

The work then moved in phases: designs in Figma, builds on preview themes, a testing guide for each phase, and how-to docs so Kut's team could manage every new section in the theme editor without a developer.

Linked colorways came first. Swatches on collection and product pages tied every wash of a style together, with a Show More control on the collection grid for styles with a long run of colors.

The first CRO phase fixed the mobile sub-category links with a new link list, and added collection headers, rich-text and FAQ areas on collection pages, content tiles in the product grid, quick links, breadcrumbs, trust icons on product pages and a shoppable featured-collection section on the homepage.

Alongside the CRO phases, DYODE installed Rebuy, TrueFit and Webeyez, replaced the old chat widget with Gorgias Chat, set up Shopify's sending domain and gift card email, and added an inseam filter through Shopify Search & Discovery.

The retainer also covered fixes: an add-to-cart bug, a JavaScript error, a back-in-stock flag and a purchase issue for Facebook and PayPal shoppers.

The second phase took a sticky add-to-cart bar, quick-add product tiles, homepage banners for targeted shopping paths, brand and trust blocks, and Best Seller and Our Favorite badges through design, build and client testing.

A third round designed a new cart on Rebuy Smart Cart, with an empty state, upsells and a sticky checkout area, plus navigation updates and clearer stretch-fit details for denim product pages.

Kut from the Kloth's styles stopped showing up as a separate product for every wash. Mobile shoppers got sub-category links that work, collection pages got headers, content and breadcrumbs, and the homepage got a section built to shop from.

Kut's team came away with documented sections it could edit in the theme editor on its own.