SHOPIFY CX & CONVERSION SPECIALIST

SHOPIFY CX & CONVERSION SPECIALIST
Lily Charmed | Remote — Philippines | Project-Based with Long-Term Potential

Job Title Shopify CX & Conversion Specialist
Primary Brand Lily Charmed ( ---------- ) — with potential to expand to 3 further Shopify plus websites

Contract Type Project-based (Phase 1), 20 hours per week - with long-term retainer for the right candidate

Estimated Hours Flexible — scoped per project phase; ongoing retainer approx. 10–15 hrs/week

Rate Project quote for Phase 1; ongoing retainer rate agreed separately
Reports To Founder and marketing team
Start As soon as possible

THE OPPORTUNITY

Lily Charmed is a premium UK charm jewellery brand; recycled sterling silver, tarnish-resistant, Pandora-compatible, and beautifully designed. Our products represent the people, places, and passions our customers care about most. The jewellery is premium. The online experience is not keeping pace with that.

We are looking to focus on expansion and improvement for the site – through uplift in conversion rate, ease of navigation - menu and customer journey - making it as easy as possible for a customer to find their reason to buy- e.g. specific customer segmentation journeys.

We are looking for a specialist who starts with the customer - who they are, what they want, and why they buy - and uses that understanding to redesign the experience from the ground up. This is a conversion and customer experience project first. The Shopify is the vehicle for delivering it.

The goal is to make Lily Charmed the most premium charm jewellery shopping experience available online. Conversion rate improvement is the primary measure of success.

WHAT SUCCESS LOOKS LIKE

below sets out the key challenges and the outcomes we expect this engagement to deliver.

Conversion Rate CVR has dropped. Customers are visiting but not buying. Measurable CVR improvement within 60 days of new site launch.

Average Order Value Customers typically buying single items or low-value combinations. Clear upsell, bundle, and cross-sell pathways that increase AOV.

Customer Journey Navigation is unclear. Customers are not finding what they need. Intuitive, mobile-first navigation with a logical path from discovery to checkout.

Brand Premium Feel The site does not reflect the quality and positioning of the product. A site that feels as premium as the jewellery itself, across all devices.

Customer Understanding Limited clarity on who our key segments are and what drives them to buy. Defined customer segments with a site experience built around their motivations.

ABOUT LILY CHARMED

Lily Charmed sells charm jewellery that tells a story. Every charm represents something that matters to the person wearing it — a place visited, a person loved, a passion pursued. Our products are made from recycled sterling silver, rhodium-plated to be tarnish-resistant, and compatible with Pandora-style bracelets.
We sell DTC through our Shopify store ( ---------- ) and through Etsy, Amazon, Wolf & Badger, and Not on the High Street. Our customer is a thoughtful gift-buyer or a charm collector who adds to her collection deliberately and meaningfully.
Our Customer Segments
Understanding these segments — and designing the site experience around them — is at the heart of this project. We have identified three primary groups:

The Gift Buyer Shopping for someone else — a birthday, anniversary, graduation, or milestone. Wants to find something meaningful quickly. Price-conscious but willing to spend more for the right gift. Needs confidence in quality and delivery. Likely on mobile.

The Charm Collector Buying for herself and adding to an existing collection. Knows what she wants, browses by theme or character. Higher repeat purchase rate. Values compatibility, range breadth, and new arrivals. Engaged and loyal.

The Charm Explorer Has found us through search, social, or a recommendation. Not yet familiar with the brand or the concept. Needs to understand quickly what we are, why we are different, and why the product is worth the price.

THE ROLE

We are looking for a Shopify CX & Conversion Specialist, with best practice SEO site architecture focus. You lead with customer understanding and use it to drive site design and performance decisions. This is not primarily a development brief. It is a customer experience brief that requires Shopify expertise to execute.

You will begin by auditing the current Lily Charmed site - using data, heatmaps, session recordings, and customer journey analysis (tools will be provided) to identify exactly where customers are dropping off and why. You will then design and build a new site experience, using and adapting a premium Shopify theme, that addresses those gaps and reflects the quality of the brand.

The founder is not technical. You are the expert in this relationship. We expect you to lead the recommendations, explain decisions in plain English, and deliver outcomes we can measure. build.

ENGAGEMENT STRUCTURE

This engagement begins with a defined project on ---------- .
If the relationship works and results are delivered, there is significant further scope across our other three websites. We are looking for a long-term partner, not a one-off contractor.


Phase 1
----------
Audit & Build Full customer journey audit of the current site using provided analytics and UX tools. Deep understanding of our three customer segments and what each needs from the site. Identify conversion blockers, navigation failures, and AOV opportunities.
Recommend a premium Shopify theme and design approach. Once approved to manage and implement the new theme/build and launch the new site with full templates for product pages, collection pages, and blog.
Mobile-first throughout.
Work with E-commerce & SEO Manager on content and product page structure.
Live new Lily Charmed site. Defined CVR baseline and improvement target.
AOV strategy implemented. Full template set delivered. Handover documentation for internal team.

Phase 2
Ongoing

Monthly retainer covering performance monitoring, ongoing CRO improvements, conversion testing, and design updates. Begin scoping work on our second website (Scream Pretty).
Continued collaboration with E-commerce & SEO Manager.
Monthly performance report.
Agreed monthly deliverables. CVR and AOV tracked against Phase 1 baseline.

Phase 3
Full Scope - TBC Expand to all four websites: Lily Charmed, Scream Pretty, and two further sites.
Apply the same customer-led audit and build process to each brand.
All four sites performing to target. Consistent premium experience across the full brand portfolio.

KEY RESPONSIBILITIES

Customer Understanding & Journey Analysis

• Use analytics tools, heatmaps, and session recordings to understand how customers currently move through the Lily Charmed site and where they leave.
• Identify best practice customer journey for how our three customer segments (Gift Buyer, Charm Collector, New Discoverer) behave on the site and what each segment needs to convert and remove barriers
• Map the full customer buying journey from landing to checkout and identify every point of friction.
• Translate findings into a clear, plain-English audit report with prioritised recommendations.
Conversion Rate Optimisation
• Make data-backed recommendations for improving the conversion rate across the site — homepage, navigation, collection pages, product pages, cart, and checkout.
• Design and implement a clear, mobile-first navigation structure and menu that makes it easy for all three customer segments to find what they are looking for.
• Identify and reduce friction at every stage of the buying journey.
• Test, measure, and report on the results once changes are implemented
Average Order Value Strategy
• Identify and implement opportunities to increase what customers spend when they visit — including complementary product suggestions, charm bundle mechanics, gifting options, and natural upsell pathways.
• Recommend and configure the right Shopify apps to support AOV improvement (bundles, upsells, cross-sells, gift wrapping, personalisation).
• Ensure AOV mechanics feel natural and premium — not pushy or discount-led.
Premium Shopify Plus Theme Build & Templates
• Recommend the most appropriate premium Shopify theme for a brand at our positioning and price point, with clear rationale.
• Design and build the new Lily Charmed site to the highest standard - mobile-first, fast-loading, and visually premium across all devices.
• Create a full set of reusable templates for: product pages, collection pages, and blog posts — so the internal team can manage and add content independently.
• Ensure the site navigation and menu structure is intuitive for all three customer segments, with a clear path from entry point to purchase.
• Work with the E-commerce & SEO Manager throughout the build to ensure product content, collections, and blog pages are set up correctly.
• Deliver a site that makes Lily Charmed look and feel like the most premium charm jewellery brand available online.
Reporting & Communication
• Provide a clear audit report before work begins: what is happening now, why, and what you recommend.
• Report on progress and outcomes throughout the build in plain, non-technical language.
• Deliver a post-launch performance report at 30 and 60 days with CVR and AOV data.
• Be proactive — bring recommendations rather than waiting to be asked.
• Available for weekly check-in with the founder; async-first working style.

WHAT YOU NEED — ESSENTIAL

Experience

• Proven experience improving conversion rates on Shopify stores — you must be able to show what you changed and what the measurable result was.
• Experience working on premium or lifestyle DTC brands where the brand feel and buying experience are as important as the technical setup.
• Demonstrated ability to understand and design for different customer segments — not just aesthetics.
• Experience leading a Shopify theme build or significant site redesign from brief to launch.
• Comfortable working directly with a brand founder — translating strategy into decisions and decisions into outcomes.
• Strong portfolio of Shopify work, specifically on mobile-first, premium DTC stores.

Skills & Approach
• Able to read customer behaviour data and heatmaps and turn them into clear, actionable recommendations.
• Strong eye for premium brand design — you understand what a high-end buying experience looks and feels like.
• Designs for mobile first in every decision.
• Understands how navigation, layout, and page structure affect whether customers buy.
• Knows how to select, configure, and manage Shopify apps without bloating or slowing the store.
• Communicates clearly and confidently without jargon - the client is not technical.
• Works independently and proactively; brings solutions rather than waiting for direction.

Nice to Have
• Experience with jewellery, accessories, gift, or lifestyle e-commerce.
• Knowledge of AOV improvement mechanics: bundles, upsells, gifting, personalisation.
• Familiarity with Shopify Markets for international pricing and selling.
• Understanding of SEO as it applies to Shopify; site structure, page speed, and product page optimisation.
• Experience with A/B or split testing on Shopify.

WHAT WE OFFER

• A clearly scoped Phase 1 project with defined deliverables and agreed milestones.
• Access to real customer data, analytics, heatmaps, and session recordings from day one.
• A genuine long-term opportunity - four websites, two growing brands,
• A founder who is invested in this and will give clear briefs, fast decisions, and honest feedback.
• Freedom to lead the recommendations - we trust the expert.
• Remote and async-first working with full briefings and support with an ongoing weekly check-in.
• A brand and product worth being proud of.

HOW TO APPLY

• Your CV or professional profile.
• Portfolio — include at least 2 Shopify projects where you improved conversion rate or customer experience. For each: your specific role, what you identified as the problem, what you changed, and the result. We cannot consider applications without this.
• Visit ---------- before applying - on your mobile if possible. Send us your top 3 observations about the current customer experience and what you would prioritise changing first, and why. Keep each to one short paragraph. This is the most important part of your application.
• Your proposed approach and quote for Phase 1 - the audit and new site build. Include your recommended timeline and any questions you would need answered before scoping.
• Your preferred ongoing retainer rate for Phase 2.
• Your availability to start.
We are not looking for the most technically qualified applicant. We are looking for someone who visits our site as a customer would, sees what is stopping people from buying, and can tell us clearly and confidently what they would do about it. Your three observations will tell us more than your CV.

Lily Charmed | Remote Recruitment | April 2026