From avocado oil mayonnaise to grass-fed collagen, bone broths and protein powders, it's a range made for people who care about what goes into their food. Most of those people shop on mobile, and a lot of them come back on subscription through Skio. So the Shopify Plus store matters a lot to the business, and the team wanted to know exactly what was holding it back. Eleven was brought in to find out, then redesign the site around the evidence. We led discovery and UX/UI design, and Hunter & Gather's in-house developer brought it to life from our designs and documentation.
Hunter & Gather is a UK real-food brand selling on Shopify Plus. Eleven ran UX/CRO, Subscription Intelligence™ and technical audits, then redesigned the store mobile-first, and Hunter & Gather's in-house team built it. Six weeks after launch, conversion was 3.75% (up from a 2.80% audit baseline), mobile's gap to desktop had halved and subscriptions made up 36% of Online Store revenue.
Our role: discovery, audits (UX/CRO, Subscription Intelligence™ and technical) and UX/UI design by Eleven.
Hunter & Gather wanted decisions driven by conversion data rather than opinion, which is exactly how we like to work. Over time, the existing theme had grown complicated: a busy mega menu, too many colours, too many product page templates and a lot of hard-coded content. Subscriptions were relying on percentage discounts instead of giving customers a real reason to subscribe.
The brief had four parts:
Before we designed anything, we got under the skin of the store. Using 90 days of data covering 685,925 sessions, we audited it from three angles:
We then ran a stakeholder workshop with the Hunter & Gather team to walk through the findings. Each area of the site got prioritised recommendations and a predicted conversion uplift, so everyone could see what we were aiming for.
The same problem kept showing up. The site had been designed for desktop, but 81% of sessions were on mobile, and mobile converted 32% below desktop. Most customers arrived on their phones, and the site wasn't built for them.
Every finding became a recommendation for a specific part of the site, from the homepage and navigation through to collection pages, product pages, the cart drawer and checkout. Each one came with a predicted uplift, which gave us real numbers to measure the redesign against once it went live.
Six weeks after launch, we went back to the numbers. Our post-live data audit re-measured the original audit statistics using Shopify, Microsoft Clarity, Skio and Semrush data. In short, the evidence-led approach paid off.
The audit made predictions for eight areas of the site, and six are ahead of or on track with the forecast. Checkout completion is the one still catching up. It's now the focus of the next phase of design, alongside landing pages for social traffic and turning blog readers into shoppers. The work doesn't stop at launch, and neither do we.
Eleven led discovery and UX/UI design. We ran a UX & CRO audit, a Subscription Intelligence™ audit and a technical audit, then redesigned the Shopify Plus theme mobile-first. Hunter & Gather's in-house developer built the site from our designs and documentation.
In the first six weeks after the redesign launched in 2026, conversion was 3.75%, up from a 2.80% audit baseline and 3.33% in the same period of 2025. Online Store average order value rose 13.5% year on year.
First subscription orders rose from 26.9% to 36.1% of Online Store revenue compared with the 40 days before launch, and new subscriptions per day rose 24%. The relaunch coincided with a new subscription starter kit offer, so both contributed.
It is Eleven's analysis of subscription performance using a brand's own subscription data: acquisition, cohort retention, churn and unit economics such as LTV and LTV:CAC. For Hunter & Gather it used Skio data to show how long subscribers stayed and where value was being lost.
Every audit recommendation came with a predicted conversion uplift. Six weeks after launch we ran a post-live data audit with Shopify, Microsoft Clarity, Skio and Semrush, re-measuring the original statistics against the audit baseline and the same period last year.
Shopify Plus, Skio for subscriptions, Microsoft Clarity for heatmaps and session recordings, Shoplift for A/B testing and Semrush for search visibility.
