# Highlighter Studio — Full Context

> Highlighter Studio is an ecommerce studio run by Liam Carmichael, helping DTC brands grow through Shopify design & development, Klaviyo email marketing, conversion rate optimization (CRO), and growth strategy.

## About Liam Carmichael

Liam Carmichael is the founder of Highlighter Studio. He has 8+ years of experience on the Shopify platform, including time working at Shopify directly. He has built and managed 110+ Shopify stores, runs CRO experimentation programs (200+ experiments), and manages Klaviyo email accounts for DTC brands. 85% of his clients are on ongoing retainers, and he maintains a 5-star average client rating.

Highlighter Studio operates as a single-partner model — one person across Shopify, email, CRO, and strategy — rather than an agency with siloed teams. This means every channel is connected: email campaigns drive to pages built to convert, CRO experiments inform design decisions, and strategy ties it all together.

## Services

### Shopify Design & Development
Custom Shopify store design, theme development, migrations, and ongoing optimization for DTC ecommerce brands. Services include:
- Store builds and platform migrations
- Theme customization and Liquid development
- Customer experience and navigation design
- Ongoing store management and SEO
- App integration (Rebuy, Skio, Loox, Stamped, loyalty programs)
- Branding and visual identity

Every project includes site speed optimization, accessibility compliance, strategic consulting, and campaign launch planning as standard.

URL: https://highlighter.studio/services/shopify

### Email Marketing & Klaviyo
Klaviyo email marketing management, automation flows, campaign strategy, and audience segmentation for DTC ecommerce brands. Services include:
- Email automation flows (welcome, abandoned cart, post-purchase, win-back)
- Campaign strategy and promotional planning
- Audience segmentation (RFM, behavioral, lifecycle)
- Full Klaviyo account management as a Klaviyo Partner
- Email design systems and template development
- Performance tracking and deliverability management

Every email program includes list health management, compliance (CASL/CAN-SPAM/GDPR), revenue attribution, and dark mode testing as standard.

URL: https://highlighter.studio/services/email

### CRO & A/B Testing
Conversion rate optimization, A/B testing, UX auditing, and data-driven experimentation for Shopify stores. 200+ experiments run with a 95% statistical confidence threshold. Services include:
- A/B and split testing
- UX/UI auditing
- Landing page optimization
- Heatmap and session analysis
- Checkout and cart optimization
- Measurement and reporting

CRO is delivered as a layer on top of an active Shopify engagement so winning tests get implemented immediately.

URL: https://highlighter.studio/services/cro

### Ecommerce Growth Strategy
DTC ecommerce strategy, analytics, customer research, and advisory services. Services include:
- Strategic planning and quarterly priority setting
- Analytics, KPI tracking, and cohort analysis
- Customer research and persona development
- Promotional strategy and margin modelling
- Decision support and ongoing advisory

Strategy connects the Shopify, email, and CRO work into a coherent growth plan.

URL: https://highlighter.studio/services/strategy

## Blog

The Highlighter Studio blog publishes practical ecommerce strategy for DTC brands. Topics include Shopify optimization, email marketing, CRO, and growth strategy.

URL: https://highlighter.studio/blog

## Contact

To start a project or ask a question:
URL: https://highlighter.studio/contact