Shopify Storefront Services
Template-based builds, theme optimisation, storefront refresh.
Bespoke Shopify and Shopify Plus builds.
Magento, WooCommerce, BigCommerce, PrestaShop, custom platforms → Shopify.
Performance, UX, CRO, compliance, Core Web Vitals.
Ongoing support, updates, bug fixes, feature enhancements.
Optimisation & Growth Services
UX/UI, checkout flows, funnel optimisation, A/B testing.
Klaviyo, Omnisend, Postscript integrations for retention and lifecycle marketing.
Specialist Services
Extend storefronts into iOS/Android apps (loyalty, push notifications).
Tiered pricing, account management, ERP/CRM integrations.
Mobile Applications
Branded apps with engagement features (loyalty, memberships, subscriptions).
Ready to accelerate your eCommerce growth?
We build and optimise high-performing Shopify storefronts and mobile experiences.
Get in Touch
Shopify Storefront Services
Template-based builds, theme optimisation, storefront refresh.
Bespoke Shopify and Shopify Plus builds.
Magento, WooCommerce, BigCommerce, PrestaShop, custom platforms → Shopify.
Performance, UX, CRO, compliance, Core Web Vitals.
Ongoing support, updates, bug fixes, feature enhancements.
Optimisation & Growth Services
UX/UI, checkout flows, funnel optimisation, A/B testing.
Klaviyo, Omnisend, Postscript integrations for retention and lifecycle marketing.
Specialist Services
Extend storefronts into iOS/Android apps (loyalty, push notifications).
Tiered pricing, account management, ERP/CRM integrations.
Mobile Applications
Branded apps with engagement features (loyalty, memberships, subscriptions).
Ready to accelerate your eCommerce growth?
We build and optimise high-performing Shopify storefronts and mobile experiences.
Get in Touch
Defencify Training
The Brief
Defencify Training is a leading online provider of certified security guard training across the U.S. When they approached Red Fox in September 2024, the brand had strong course offerings but an underperforming Shopify storefront. Key landing pages weren’t converting, course discovery was difficult, and checkout abandonment was high – especially on mobile. With their flagship “8 Hour Guard Card Training” course underperforming, Defencify needed a CRO-led transformation to improve engagement, lift enrollment rates, and build a sustainable funnel that would scale as demand increased.
Our objective was simple:
Redesign Defencify’s end-to-end conversion experience to convert more students, reduce friction, and increase revenue per visitor.
Industry
Online Security Guard Training / eLearning
Project
CRO + UX Optimisation + Funnel Design + Retention Implementation
Technology
- Shopify
- CRO Framework & UX Audit
- A/B Testing
- Landing Page Redesign
- Product Funnel Optimisation
- Retention Strategy
Website
The Challenge
Defencify faced multiple friction points that were directly suppressing enrollments:
- Low engagement on key landing pages with unclear CTAs, weak messaging, and cluttered layouts.
- Checkout abandonment issues, caused by confusing flows and lack of express checkout.
- Interruptive popups triggering too early and too frequently—hurting engagement and trust.
- Course visibility problems, with important programs buried too far down the page.
- Non-clickable case study headings, reducing credibility and causing user frustration.
- Mobile UX issues—chat widget overlap, intrusive modals, and long scrolling distances.
- Outdated hero sections, stock imagery, and cluttered navigation leading to high bounce rates.
Defencify needed a conversion engine built around clarity, trust, and course discoverability.
Our Solution
We executed a multi-phase CRO and UX programme to transform Defencify’s funnel:
1. Conversion Optimisation Foundation
- Complete UX and funnel audit (product pages, homepage, course flow, checkout)
- Rebuilt page hierarchies, simplified CTA pathways, refreshed layout + pricing structure
- A/B tested new messaging, headlines, button placements, and value props
- Updated visuals to increase trust and align with training professionalism
2. Retention & AOV Expansion
- Introduced high-value bundles and structured upsell paths
- Implemented email flows to re-engage students for ongoing certifications
- Upgraded product pages with stronger social proof and visuals
3. Funnel Scaling & Course Discovery Improvements
- Rebuilt navigation for faster course finding
- Designed conversion-focused landing pages for state-specific traffic
- Improved analytics tracking for attribution clarity
Outcome
Across the engagement, Defencify achieved a dramatic uplift in course sales, conversion performance, and customer lifetime value:
- 42% improvement in checkout rate within 6 weeks (via streamlined UX + A/B-tested layouts)
- 8.66% peak conversion rate — far above industry benchmarks
- Over $149K total revenue generated during the engagement
- 27.8% returning customer rate, showing strong repeat demand
- AOV increased from $41 → $50+, driven by bundles and upsells
- Multiple flagship courses now driving consistent revenue, reducing dependency on a single hero offer
- Cleaner UX and rebuilt navigation driving stronger engagement and reduced abandonment
Defencify now operates a high-performing, conversion-led storefront designed to scale student enrollments, improve course discoverability, and maximise revenue per visitor.