How we helped Astrid & Miyu embed data-driven CRO
Fabric partnered with Astrid & Miyu to strengthen their analytics foundation and introduce a structured CRO testing programme across three Shopify stores. By improving GA4 tracking, migrating consent infrastructure and embedding experimentation, the brand unlocked clearer performance insight and significant growth in revenue and conversion.
GA Audit, Data Layer, GTM, CRO
Shopify
The Challenge
Astrid & Miyu is a fast-growing global jewellery brand with a strong ecommerce presence and physical stores across the UK, New York and Dublin. With continued digital investment and rapid expansion, performance visibility and site optimisation became increasingly important.
While foundational analytics were in place, structured experimentation was limited. The brand lacked a robust A/B and multivariate testing programme to validate development decisions and maximise return on marketing and website investment. At the same time, consent management complexity increased when a sudden platform cost change required migrating to a new cookie solution within a week — across three Shopify stores.
All tracking needed to accurately reflect user consent preferences, requiring significant changes to custom pixels, GTM configuration and consent logic. Astrid & Miyu needed both technical precision and a structured CRO roadmap to ensure growth decisions were data-led, compliant and commercially impactful.
The Strategy
Fabric began with a comprehensive GA4 audit to identify tracking gaps and ensure accurate performance measurement across all three Shopify stores. We rebuilt consent infrastructure, migrating from OneTrust to Cookiebot within a week while reconfiguring GTM, custom pixels and consent logic to maintain full data integrity.
With tracking stabilised, we introduced a structured CRO programme, embedding A/B and multivariate testing into the development cycle for the first time. Testing focused on high-impact user journeys, key revenue-driving pages and friction points across mobile and desktop.
Alongside experimentation, we delivered ongoing analytics management and insight reporting to support marketing and ecommerce decision-making. This ensured every optimisation was grounded in reliable data, enabling Astrid & Miyu to evolve into a more customer-centric, performance-driven digital business.
The Results
With robust analytics and consent tracking in place, Astrid & Miyu gained reliable performance visibility across all three Shopify stores. This enabled the team to confidently analyse customer behaviour and identify high-impact optimisation opportunities.
Introducing a structured CRO programme embedded experimentation into the development process for the first time. Continuous A/B and multivariate testing across key revenue-driving pages improved user journeys, reduced friction and delivered measurable commercial impact.
The combined improvements in analytics accuracy, site performance and experimentation delivered significant results — including a 12% uplift in conversion rate, a 30% improvement in site speed and over £150k in incremental revenue generated per month.
Don't take our word for it, take theirs!
“Fabric combined GA4 best practice with a deep understanding of our unique setup.Their technical expertise gave our teams confidence in the data — and clarity across the business.They don’t just implement; they listen, adapt, and deliver.”
“We work with some of the biggest sports organisations in the world, so having absolute confidence in our data is critical. Fabric came in and delivered a full GA4 solution that met the standards we needed, while working closely with my team to make sure everything was done properly.
"Fabric have run multiple A/B and MVT tests across the site, uncovered some unexpected results, and been able to test bigger changes before committing to development. They also reviewed our site speed and recommended simple fixes — one of which reduced load time by 30%. Fabric have been brilliant at prioritisation, listening to what we need, and helping us move faster while making smarter decisions.”
