Levi’s didn’t just need fixes. They needed intelligence. By acting as detectives, not decorators, Milktub uncovered the invisible friction points that were eroding trust. And by solving them with precision, we turned intent into action, at a scale worthy of the Levi’s brand.
When a brand as iconic as Levi’s makes a platform move, the world pays attention. After migrating from Salesforce to Shopify Plus, the expectation was simple: a faster, more flexible site to match the strength of the Levi’s name.
But behind the scenes, there was a problem. Traffic was pouring in, interest was high, yet conversion rates were lagging. For a brand with tens of thousands of SKUs, every friction point was magnified—and customers were slipping away.
That’s when Milktub was called in.
We didn’t start with guesses. We started with the data. And what we uncovered told a fascinating story of why intent wasn’t translating into sales.
On the product listing page, shoppers were drowning in options. The sheer scale of Levi’s catalog was working against them. Our answer was a custom filtration system that loaded results dynamically in real time, helping customers cut through the noise and land on the right product faster.
On the product detail page, design was holding conversions back. We rebuilt the layout and tested it rigorously through an A/B program. The result: a 220% uplift in add-to-cart rates—a shift that changed the economics of the site overnight.
The real breakthrough, though, came from looking deeper into the drop-offs. Customers were reaching PDPs with intent, then leaving empty-handed. Why? The data revealed a hidden flaw: best-selling sizes were sold out, yet the system kept ranking those products high because unpopular sizes were still available. Shoppers hit a dead end, and trust evaporated. We rewrote the logic so that when popular variants were gone, customers were automatically shown similar, in-stock alternatives. The difference was immediate.
Finally, we solved a long-standing fit confusion issue. Levi’s unique style codes (511, 502, etc.) are iconic but not always intuitive. By grouping these into customer-friendly categories—slim, tapered, baggy—we gave shoppers a language they understood, while keeping Levi’s technical backbone intact.
Piece by piece, we cracked the code.
The results were emphatic: a 62.5% uplift in conversion rates and a 29.5% increase in ARPU. But more than numbers, Levi’s gained what it needed most—a site that finally matched its scale and reputation.
Why it worked - Levi’s didn’t just need fixes. They needed intelligence. By acting as detectives, not decorators, Milktub uncovered the invisible friction points that were eroding trust. And by solving them with precision, we turned intent into action, at a scale worthy of the Levi’s brand.
