Parker Thatch
September
2026
August set the foundation: the collections grid and the product buy box are in build. September moves to the moment of desire and the moment right after the sale. Two focused tests, three ready spares, all mobile-first, all pointed at the goal you named first: a higher average order value, without discounting the brand.
Two primary tests, three ready spares
The primaries are what we recommend launching first. The alternates are fully worked up and ready to swap in.
Primary tests
2 conceptsRecommended to launch firstComplete the Look in the Cart
Two in five orders sit under the $500 free-shipping line, and the cart still says "shipping calculated at checkout" even after a shopper has earned free shipping. Confirm the reward the moment it is unlocked, and offer one matched accessory to close the gap. First proposed in August, now sharpened by your order data and one live fix.
$148 · crosses $500
Concept illustration only. Final design will differ. First proposed in August, refreshed with your data.
| Signal | Source | Supporting data |
|---|---|---|
| Two in five orders sit under the free-shipping line. | Shopify, 5,091 orders, 60 days | 40.6% of orders are under $500, and a slice sit in the $400 to $499 band just below it. |
| Straps and charms are the natural way to close the gap. | Catalog + Shopify | Straps run $78 to $248 and charms $32 to $148, and they are already your top attach items. |
| The cart mis-states free shipping today. | Site capture, 26 Aug 2026 | It reads "shipping calculated at checkout" even after $500 is crossed. A live bug worth fixing on its own. |
Speed Up the Mobile Store
Mobile is four in five of your sessions and the weaker converter, and right now the mobile store is slow to become usable. On a throttled mobile test the homepage scores 40 out of 100 for performance, with a Largest Contentful Paint of 16.9 seconds and render-blocking scripts flagged as a cause. Speed is one of the few levers that lifts conversion on every page at once, so this is a code-hygiene slot, not a redesign.
| Signal | Source | Supporting data |
|---|---|---|
| The mobile store is slow to become usable. | PageSpeed Insights, mobile, 3 Aug 2026 (Moto G Power, Slow 4G) | Performance 40/100. Largest Contentful Paint 16.9s, Speed Index 9.8s, Total Blocking Time 870ms, First Contentful Paint 3.2s. Render-blocking resources and load time are flagged as the causes. |
| The delay lands before the shopper can act. | PageSpeed Insights, mobile | 870ms of blocking time means taps and scrolls stall on first load, and a 16.9s Largest Contentful Paint is far past the 2.5s "good" bar. |
| Speed moves revenue, most where you are weakest. | Industry benchmarks + your traffic | Mobile is ~80% of sessions and the weaker converter; every added second of mobile load measurably lowers conversion, and a faster first view compounds across every test that follows. |
Ready alternates
3 conceptsWorked up, ready to swap inOnly a Few Left
Parker Thatch genuinely makes limited production runs, and stock really does sell out and come back. Today the store never says so on the page where it matters. A truthful, inventory-backed line ("Only 3 left in this colorway") turns a real fact about the brand into a reason to decide now, with no countdown clock and never on preorder items. Raised by your team from customer feedback.
Concept illustration only. Final design will differ. Counts reflect live inventory.
| Signal | Source | Supporting data |
|---|---|---|
| Your team raised this from real customer feedback and asked to see it this month. | Team call + Slack, Aug 2026 | Nominated as a backlog item; constraints set by your team: exclude preorders, counts must be real. |
| The brand already tells a limited-production story. | parkerthatch.com, 26 Aug 2026 | "We make limited production runs focused on quality and workmanship." The scarcity is true, not manufactured. |
| Small-batch scarcity is how you want to feel premium. | Kickoff call, Aug 2026 | Your team preferred a small-batch signal over a volume claim, and declined a "sold 50,000" badge as off-brand. |
Know What You’re Getting
The question your own cart assistant offers first is "What are the dimensions of the bag?" Yet size, weight, and fit live hidden inside a collapsed description. Bringing them up into plain view, in words for now, answers the top question before it becomes a reason to leave, and it matters most for the roughly one in three orders that are gifts.
Size and fit hidden until tapped
18.5″ W × 7″ H × 3″ D · light enough for all-day crossbody · fits tablet + essentials
Concept illustration only. Final design will differ. An editorial scale image is a later step, gated on this test.
| Signal | Source | Supporting data |
|---|---|---|
| "What are the dimensions?" is the top question your own site offers. | Site capture, 26 Aug 2026 | It is the #1 suggested question in the cart assistant, while dimensions sit hidden in a collapsed description. |
| Sizing misses on gifts show up in reviews and returns. | Public reviews + Shopify, 60 days | A gift arrived "WAY too big." About 31% of orders ship as gifts, and 10.7% of orders carry an initiated return. |
| "Right size / fits what I need" is a stated reason people buy. | Post-purchase survey | A named job in the survey, alongside the recurring "wearable, not heavy" theme. |
Finish the Set
Six in ten orders are a single item, and your best customers come back within weeks for a strap or a charm. A one-click accessory offer on the page right after payment captures that second purchase when intent is highest. Because it happens after the order is placed, it cannot lower the conversion rate. It is added revenue on traffic you already paid for.
Khaki & Black · $128
Your initial · $58
Concept illustration only. Final design will differ. Runs on a post-purchase app on your Shopify Plus plan.
| Signal | Source | Supporting data |
|---|---|---|
| Most orders are a single item, so there is real room to attach. | Shopify, 5,091 orders, 60 days to 26 Aug 2026 | 60.2% of orders are one line item; 1.69 items per order on average. |
| Repeat buyers come back for a strap. | Intro call, Aug 2026 + Shopify | Straps are among your top sellers by units, and the highest-value repeat customer returns within weeks specifically for a strap. |
| A post-payment offer cannot cost a conversion. | Convertibles case library | Post-purchase offers reliably add 10 to 30% to order value at zero conversion-rate risk. On a $624 average order, one matched strap is meaningful. |
What the numbers say
From your Shopify orders (trailing ~60 days), your post-purchase surveys, public reviews, and your team calls. These shaped every test.
On the bench, not forgotten
Worked-up ideas we are holding for a future slot, plus the August concepts that did not make the first cut. Nothing here is off the table.
Style It With Us
Surface your virtual styling appointment at the point of hesitation on the PDP and cart. It leans on the stylist team competitors cannot copy, and targets the "too many combinations" friction shoppers describe.
Shop the PTTV Live
A "shop the live" page that surfaces the exact products from Irene’s Friday Instagram Live, updated each week. The lives already move weekend sales; make the products one tap away.
Complete-the-Look Set
Productize the stylist pairing on the product page: bag plus a matched strap and charm, with a free monogram charm at $500 instead of a discount.
Keep More Emails
The checkout opt-in is unchecked by default and roughly 40% opt out. A value-framed line ("first access to limited drops") wins back a costly list at a $300+ cost to acquire.
Meet a Younger Buyer
Tailor the homepage by age or region to bring in a newer customer without alienating your core, once we align with your media team.
Match the Claim
Some ads say "leather" for bags that are military-grade ballistic nylon, printed in America. Match the copy to the real, and frankly stronger, story.
Carry the Promise
"Back in Stock" and "New Arrival" appear in ads but vanish on the product page. Repeat the status above the title so the promise carries through.
Press & Celebrity Proof
WWD Top 15 Bags 2023 and a Reese Witherspoon feature never appear on the pages they belong to. Reconnect each credential at the buy box.
Sources
Shopify Admin API: 5,091 orders and 905 abandoned checkouts (~60 days to 26 Aug 2026), 274-product catalog. Post-purchase survey (Fairing): 399 responses to the jobs question and 2,556 to the brands-considered question; responses are historical through 2025-12-15 and worth refreshing. Public reviews (Yelp, 54) and on-site reviews. Intro call (3 Aug 2026) and kickoff call (11 Aug 2026) with your team. Live site, checkout, and PageSpeed captured Aug 2026. GA4 is pending an access grant, so session-level funnel data is not yet included. Case-study figures are from anonymized Convertibles clients in other categories.
