Days Brewing

Days is a modern alcohol-free beer brand brewed for doers. Known for its bold mission, great-tasting beer with 0% alcohol; Days has become a lifestyle choice for health-conscious consumers who want to stay sharp, social, and hangover-free. With a clean, refreshing brand and an increasingly loyal customer base, the company continues to redefine what mindful drinking looks like.

The Brief

The optimisation project for Days began with a comprehensive UX and data audit. The aim was to surface friction points and identify untapped opportunities across the core e-commerce journey.

Using a combination of Microsoft Clarity heatmaps and session recordings, alongside insights from Shopify Analytics and Skio (Days’ subscription platform), the audit enabled Eleven to build a robust, insight-led optimisation roadmap. In parallel, Days had a creative ambition to evolve their brand presentation, maturing the visual execution by moving away from heavy illustration use and toward a more elevated, matured feel.

The dual objective was clear:

Improve user experience to boost conversion and increase AOV
Refine the on-site brand presentation to reflect the maturity and confidence of Days’ evolving identity

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The Challenge

A key challenge was balancing performance-led optimisation with creative restraint. Days wanted to ensure that improvements to conversion didn’t come at the expense of brand character or clarity.

The site was already performing well as a result of our previous optimisation efforts, with a healthy conversion rate and subscription base. However, direct to consumer trends, opportunities and category maturity does not sleep so with deeper data analysis, we uncovered several opportunities hidden in plain sight:

Low engagement with product range navigation
Confusion caused by inconsistent CTAs and messaging
Visual clutter that diluted key benefits and product storytelling
A cart drawer and PDP setup that under-leveraged Days’ strong Subscribe & Save offering

In addition, technical metrics like LCP (Largest Contentful Paint) and INP (Interaction to Next Paint) suggested further room for speed and responsiveness improvements—critical for mobile-first users.

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The Solution

Eleven delivered a wide-reaching UX and design refresh, grounded in both behavioural insight and creative evolution.

UX Improvements:

Reorganised homepage hierarchy to bring more content above the fold, supported by new video assets and bolder CTA placement
Introduced visually rich product navigation within the site header and home page, improving product discoverability and reducing user drop-off
Streamlined collection pages with new filtering, sorting, and quick-add options to support faster purchase decisions
Refined PDPs with sibling product tabs, reduced scroll depths, better subscription messaging, and value visualisation (e.g. strikethrough pricing and benefits of subscribing)
Optimised cart drawer with dynamic upsells, clearer gift thresholds, and simplified payment options
Adopted single-page checkout and updated Thank You/Order Status pages for greater tracking control and better user clarity

Brand Elevation:

Updated page sections to remove excessive illustrations and introduce consistent product photography
Increased hierarchy and clarity of Days’ key brand messages and mission statements
Refined typography and layout choices to support a more confident, less cluttered experience

The site also benefited from several speed and accessibility improvements, contributing to improved LCP and INP scores post-implementation.

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The Results

Since launching the UX optimisations:

Conversion Rate increased by 44%
Average Order Value rose by 4%
Performance scores improved, with faster LCP and more responsive INP, boosting mobile experience significantly

These results were achieved without a full redesign — proof that focused, insight-led UX interventions paired with considered creative evolution can drive meaningful business impact.

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“Thanks to Eleven, our average order value increased by a good margin, which positively impacted the business. The team’s project management was great, too. They communicated closely with us and were great at receiving feedback. They were also highly responsive to queries.”

Aidan Thompson

Growth Marketing Manager, Days Brewing

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Beer for doing.

The Brief

The Challenge

The Solution

The Results

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Shopify agency based in London & Brighton. We're an e-commerce branding, web design and development agency for the innovators of tomorrow. We help businesses create, grow and retain customers for purpose driven Shopify e-commerce brands.

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Beer for doing.

The Brief

The Challenge

The Solution

The Results

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Shopify agency based in London & Brighton. We're an e-commerce branding, web design and development agency for the innovators of tomorrow. We help businesses create, grow and retain customers for purpose driven Shopify e-commerce brands.

About

Services