Analytics · CRO · Optimization
Better decisions started with better measurement.
Gapstow's work with RackStarz began with the measurement layer — Google Tag Manager, GA4 conversion tracking and Google and Shopify pixels — because optimization is guesswork when the numbers can't be trusted.
From there: Shopify optimization, CRO, merchandising and technical improvements, and a substantial Google Merchant Center expansion.
Scope
- Google Tag Manager
- GA4 conversion tracking
- Google & Shopify pixels
- Shopify optimization
- CRO
- Merchandising improvements
- Technical improvements
- Merchant Center expansion
Measurement first
Before anything is optimized, someone has to be able to answer a simple question honestly: what is actually happening on this store? Broken or partial tracking doesn't just hide problems — it produces confident conclusions that are wrong.
Tag management, GA4 conversion tracking and correctly configured pixels gave RackStarz a foundation where changes could be observed rather than assumed.
Visibility
The catalog was substantially under-represented in Google Merchant Center. Expanding feed coverage put a far larger share of the products in front of shoppers who were already searching for them.
Conversion
With trustworthy data, friction became findable. Opportunities could be identified, compared and prioritized instead of debated — and the ones that mattered most got attention first.
Implementation
Analysis only pays off when someone can make the change. Because Gapstow works in Shopify daily, recommendations moved into merchandising, technical and theme-level implementation rather than sitting in a deck waiting for a developer.
Verified results
What was measured after the work
- Conversion rate
- +217%Conversion rate
- Completed checkouts, year over year
- +50%Completed checkouts, year over year
- Add-to-cart sessions, month over month
- +41%Add-to-cart sessions, month over month
- Add-to-cart sessions, year over year
- +66%Add-to-cart sessions, year over year
Figures supplied by RackStarz. Reported across the period of Gapstow's optimization work; they reflect the store's overall performance rather than an isolated test.
Optimization starts with knowing what's actually happening.
What we'd look at next
Measurement work compounds. Once tracking is reliable and catalog visibility is broad, the useful questions get more specific: which product groups deserve merchandising attention, where the checkout still loses people, and which technical issues are quietly capping everything else.
Explore Conversion Optimization
If your reporting and your instincts disagree, that's the first thing worth fixing.