4 min read
CRO
Sullen Art Co. is a lifestyle clothing brand known for its unique, tattoo-inspired designs, looking to scale online sales beyond a complex site structure.

Sullen Art Co.

Founded by
Ryan Smith
The challenge

What Was Holding Them Back.

What Was Holding Them Back

Challenge
01

Complex navigation structure

An overly complicated menu made it hard to browse the site.
Challenge
02

Difficulty finding popular products

High-demand items weren't easily discoverable.
Challenge
03

Low average order value

Customers were checking out with fewer items or smaller orders.
THE approach

How We Diagnosed It.

We audited navigation and product discovery alongside average order value, then rebuilt the menu and introduced spend-based incentives to lift both.

01
Mega Menu Redesign

A simpler, more visual and descriptive menu design.

02
Filters at Collection

Automatic best-seller sorting, star ratings and filter tags.

03
Cart Free Gift Thresholds

Tiered spending thresholds with increasing rewards.

04
Tiered Rewards

Free shipping, sticker sets, gift cards and bundles at different spend levels.

the work

What We Shipped.

Over 90 days we redesigned and rebuilt the highest-impact surfaces across the site.

No items found.
the results

What Moved.

Over 12 months, the programme produced compounding wins across traffic, engagement, and revenue. The headline number — $3.2M+ in additional annual profit — came from continuous iteration on what was already working.

$337,203

In additional monthly revenue
Driven by the combined navigation and AOV-focused work.

Want Numbers Like These On Your Store?

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more work

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In additional monthly revenue generated

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Overall conversion rate

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ready to book?

Ready For Results Like These?

Book a free 30-minute discovery call. We'll review your store, tell you where we'd focus first, and walk you through what it would take to move your numbers.

Oliver takes roughly 10–15 speaking engagements per year. Lead times of 2–3 months are preferred. Shorter timelines considered case-by-case.