Uncompromising Style
Founded in 2017, &Collar set out to redefine formalwear by combining the style of classic dress shirts with the performance of athletic gear. Ben Perkins, the founder, spent years dealing with uncomfortable dress shirts in humid climates, which led him to develop a brand focused on sustainability, functionality, and comfort. Made from recycled materials, &Collar’s products offer stain resistance, wrinkle-free performance, and easy machine washability. Despite their success, one issue was holding them back: a leaky acquisition funnel that left millions in untapped revenue on the table.
Leaving Millions on the Table
Like many fast-growing e-commerce companies, &Collar knew they were leaking revenue due to issues in their acquisition funnel like an under-optimized Mobile experience, and this was holding back their growth. Ben summed it up: “We were leaving millions on the table due to a leaky acquisition funnel.”
In an effort to solve this problem, &Collar invested heavily in Dynamic Yield (DY), a legacy split testing tool. Unfortunately, the results were not what they expected and Ben was frustrated. It had taken his team four months to set up a simple test for an 'Add-to-cart' button. This was getting painful. One night, Ben was going through his expenses and realized he was paying so much for Dynamic Yield that he could have afforded to buy a Porsche Cayenne instead.
This was the last straw. It was time to make a change.
Shoplift’s Innovative Approach
Exasperated, Ben lamented his situation to another e-comm founder friend. His friend smiled, “Have you heard of Shoplift?”
This new platform sounded like the answer to all his problems. It was fast, powerful, and directly integrated with his Shopify store. Ben was intrigued but wary. He had been burned before, but he absolutely had to fix his funnel, so he decided to give it a shot. As long as he didn’t lose another Porsche, he thought, how bad could it be?
He never expected what came next. Within minutes of installing Shoplift, everything started clicking. Now this was the velocity he had been searching for. It was so seamless. “Wait…” he thought, “did I really just launch a test?” He was able to do it so fast that he thought maybe he had made a mistake. Sure enough, data started flowing in automatically. Clicks, carts, orders, devices, channels; it was all at his fingertips. He felt like he was finally back in the driver’s seat. This was going to be fun.
What Ben would soon learn was that Shoplift’s powerful CRO tooling and direct integration with Shopify under-the-hood belied its incredible simplicity.
Seamless Integration with Shopify
The first thing Ben noticed was how quickly they could get started with Shoplift. The platform’s seamless integration with Shopify allowed &Collar to install and sync Shoplift with their store within minutes, a significant improvement over their previous setup with DY. “It felt like a natural extension of Shopify. There was no learning curve or friction,” Ben remarked. This instant setup meant Ben’s team could jump directly into optimizing their site, avoiding the delays they previously faced.
“It felt like a natural extension of Shopify. There was no learning curve or friction.”
Easy Test Launches with Lift Assist
Launching tests with Shoplift was a breeze, thanks to the platform’s user-friendly interface. Shoplift’s direct integration with Shopify allowed Ben to design and deploy A/B tests quickly. “What used to take us four months with DY took less than 20 minutes with Shoplift,” Ben recalled. In addition, Shoplift’s Lift Assist feature provided a library of high-impact test ideas that could be executed with just a few clicks. This simplified the testing process and made it easy to keep their CRO pipeline full without requiring expensive design or development resources.
This combination of speed and simplicity enabled &Collar to run multiple tests at once, significantly increasing their testing velocity. For Ben, this wasn’t just optimization—it felt like a whole new way to approach testing.
Finally, a Proactive Testing Strategy with Tailored Guidance
As Ben dug deeper into Shoplift’s features, one thing became crystal clear: Ethan, their Customer Success Manager, wasn’t just a guide—he was a game-changer. Ben emphasized just how crucial Ethan’s guidance was to &Collar’s success: “We’ve never had a better CSM, let alone a CRO expert,” Ben said. Ethan worked closely with &Collar to build a comprehensive testing roadmap, allowing them to move from a reactive, ad-hoc approach to a methodical, proactive strategy.
With Ethan’s help, the team prioritized high-impact tests and focused on key metrics like revenue per visitor (RPV) and average order value (AOV). With Ethan’s guidance, Ben no longer felt like CRO was a struggle. It was strategic, methodical, and suddenly exciting again. “For the first time, our CRO roadmap isn’t reactionary—it’s planned out, and we know exactly what our site will look like six months from now,” Ben explained.
“For the first time, our CRO roadmap isn’t reactionary—it’s planned out, and we know exactly what our site will look like six months from now."
A Stunning 20.7% Lift in Revenue per Visitor
The impact of switching to Shoplift was immediate and profound. In just 15 days, &Collar achieved a 20.7% increase in revenue per visitor (RPV)—a milestone they had been unable to reach with DY. This lift represented millions of dollars in additional revenue that could now be reinvested into growth.
Just as impressive was the cost savings. By moving away from Dynamic Yield and adopting Shoplift, &Collar reduced their CRO spend by 95%. “We freed up an extra $200,000 to reinvest in growth, and all it took was making the switch to Shoplift,” Ben noted. The reduced costs, combined with faster testing, allowed &Collar to focus on scaling their business while continuously optimizing their funnel.
Shoplift not only solved the inefficiencies that had held &Collar back but also empowered them to test faster, iterate more often, and make data-driven decisions that directly impacted their bottom line.
A Clear Path to Growth
In summary, &Collar’s story demonstrates how switching to the right CRO platform can completely transform a company’s growth trajectory. Shoplift’s seamless integration with Shopify, innovative features like Lift Assist, and tailored guidance from expert CRO strategists helped &Collar reclaim millions in revenue and reinvest those gains into future growth.
By fixing their leaky funnel and empowering their team to test quickly and efficiently, Shoplift has positioned &Collar for long-term success. “Shoplift isn’t just a tool—it’s what’s going to take us to the next level,” Ben concluded.
