Interim E-Commerce leadership and a CRO testing program for Tipsy Elves

Tipsy Elves sells holiday and party clothing: ugly Christmas sweaters, Halloween costumes, retro ski suits and golf polos. Each season's catalog has to sell in a short window, so every page a shopper lands on has to work the first time.

The brand's Shopify store was built and maintained by another agency, and its in-house team was small. Tipsy Elves wanted senior E-Commerce leadership on its operations and a steady, tested way to improve the store without a rebuild.

DYODE took on two roles. Our co-founder served as interim director of E-Commerce technology, joining the brand's daily scrums, and our CRO team ran a monthly program of research, design and testing.

We started with discovery: a full site audit with usability testing, an ADA audit, a site speed and code audit, and a business audit covering operations, customer service, E-Commerce management and merchandising. The findings set the roadmap for both roles.

As interim lead, we set KPIs for each area of the business and reported them in the daily scrums. We worked on returns reporting and product tagging, planned an RFP for a new 3PL and an audit of carrier rates, and wrote the list of promotion types the brand needed before running an RFP for a promotions tool.

We also helped write SOPs across departments, worked on expanding marketplace reach through Feedonomics, and put RFPs for a personalization tool and international selling on the longer-range roadmap.

On the store, we redesigned the mobile main navigation, the collection page and the homepage hero, and reworked the product page: clearer variant selection, higher-contrast add-to-cart buttons, product benefits moved higher, and video thumbnails in the image gallery.

We installed FigPii for A/B testing and implemented Rebuy for the cart, upsells and post-purchase offers, then tested bundles, free-shipping thresholds and shipping messages, and CTA font sizes.

Product page tests beat the original design: adding video to product pages, the new bundle tool, the clearer variant selection and the higher-contrast add-to-cart button each raised revenue per visitor and conversion rate.

Tipsy Elves got an operations roadmap with owners and priorities, and a store that improves one tested change at a time.