Case study · Fractional CMO

33x Shopify revenue for a US triathlon brand

How three years as SLS3’s Fractional CMO took their Shopify gross sales from $15.6k to $553.8k, and the brand into new international markets.

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Three athletes running in SLS3 trisuits
Client
SLS3 Triathlons, US
Industry
Triathlon & cycling apparel
My role
Fractional CMO
Partnership
3 years, ongoing
  • 33xShopify gross sales, $15.6k → $553.8k
  • 23xOrders, 164 → 3,800
  • +40%Conversion rate vs the previous period
  • 2xWebsite conversions, the founder’s first goal

What I worked on

Strategy and hands-on execution, across every channel.

Conversion optimisation

Finding where shoppers dropped off and fixing it page by page, ranked by revenue impact rather than ease.

Copywriting

Headlines, product copy and objection-handling written around why triathletes actually buy.

Product iterations

Shaping the range around what customers were buying, asking for and sending back.

Email marketing

Klaviyo flows and campaigns that turn a first order into the next one.

Meta ads

Creative, campaign structure and scaling, with ads and landing pages built to work together.

Website UI/UX

Design and UX across the store, built for the way shoppers browse on their phones.

The numbers

Straight from SLS3’s Shopify dashboard.

Gross sales, year on year

$15.6k $553.8k

164 → 3,800 orders

  1. $15.6k 2023
  2. $107.8k 2024
  3. $298.9k 2025
  4. $553.8k 2026 YTD

What drove it

  • Conversion optimisation
  • Copywriting
  • Product iterations
  • Email marketing
  • Meta ads
  • Website UI/UX

Store performance vs previous period

  • Conversion rate 1.97% 40% at a $130 USD average order value
  • Total sales $102.6K 76%
  • Orders 828 69%
  • Sessions 40.6K 23%

Real Shopify data All figures from SLS3’s Shopify reports. 2026 is year to date.

5 out of 5 stars
“Looking for a top 1% freelancer? Daniel is your guy. His skills and communication rank at the very top. We worked with Daniel to double our website conversions, and within a few months we achieved that goal.”
Jim CisselSLS3 Triathlons

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Also see: Fractional CMO for e-commerce brands