The workflow that helped VXTX 3x their Shopify CRO test velocity

When you’re scaling performance marketing for eCommerce brands, slow site edits and clunky builders aren’t just annoyances; they’re revenue blockers.

Jake Vita, owner of VXTX Performance Marketing, knows this better than most. His agency specializes in high-impact CRO for paid traffic, often managing rapid testing environments where every second matters.

So when Jake’s team needed a tool to bridge the gap between creative strategy and performance execution, they chose Instant, and they haven’t looked back.

“What was once a two-week crawl from mock-up to measurement is now a 48-hour flywheel,” Jake says. “We’ve tripled the velocity of statistically significant tests and delivered a 14% uplift in conversion rate quarter-over-quarter. Proof that Instant eliminates the latencies that were capping our growth.”

Client CRO lift from 2.43% to 4.59%

VXTX first implemented Instant for a client with a baseline conversion rate of 2.43%. After rolling out pages built with Instant’s section editor, complete with clean Liquid, branded design tokens, and a tightly scoped CRO experiment, they saw an increase to 4.59% over a short period.

“It was—no pun intended—instant,” Jake says. “We were driving a lot of Meta ad traffic to the pages that had extensive CRO work on them. That gave us the ability to A/B test different Instant sections and instantly see which resonated best with our audience.”

Why VXTX chose Instant over other page builders

For VXTX, most Shopify builders fell into one of two camps, either: 

• too limited to run serious tests 

• or too complex for non-devs to use on the fly. 

Instant was the first tool that balanced both needs.

“We explored a few options, but most were either very limited or way too code-heavy. We needed something that both VXTX and our clients could use,” Jake explains. “The graphical interface was brilliant, it let us iterate tests quickly and demo layouts live on client calls, without all the setup in Shopify.”

A seamless fit with VXTX’s high-velocity workflow

For VXTX, Instant has become the connective tissue between their creative ideation in Figma and live-site experiments. They’ve plugged the sections created in Instant straight into their Shopify theme. Because Instant pushes clean, schema-driven Liquid code, their component library stays intact, which gives VXTX the ability to launch tests without dev sprints. 

“We begin with a sprint-zero phase, designing expressly for testability by mapping reusable props 1-to-1 with Instant’s schema fields, and tagging every variant with the GA4-plus-Segment attributes our analytics layer needs,” Jake says. “We then export to Instant, which converts Figma frames into modular Liquid blocks and autogenerates JSON for Shopify’s theme editor, preserving a tight performance budget with zero third-party bloat or CLS hits.”

Each test is set up in under 15 minutes and deployed via Convert.com. Instant’s version control allows them to hot-swap winning variants back into the theme with a click. 

“Each night, our BI pipeline sweeps test IDs and variant labels into BigQuery, enabling cohort-level models of incremental revenue lift and LTV, and because Instant’s components are truly atomic, we can isolate interaction effects across hero, PDP, and checkout modules, avoiding Simpson’s paradox in our CRO work.”

Plus, their governance always stays tight: VXTX launches experiments while devs safeguard the global theme, and a compliance dashboard flags any deviation from our design tokens so brand integrity never slips.

What their clients say: Speed, consistency, transparency

The brands VXTX works with see the results just as fast.

“Clients spot the impact before the first post-launch retrospective even finishes,” Jake says. “Pages load faster, the brand identity stays tight, and the experience feels cohesive from hero to checkout.”

Within two weeks of launching Instant-built pages, VXTX typically sees statistically significant lifts in PDP scroll depth, add-to-cart rates, and overall ROAS.

“Instant’s version-locking lets us trace every component change back to revenue, giving clients full transparency into what moved the needle.”

VXTX's Playbook: How to adopt Instant into your agency workflow

For agencies thinking of adopting Instant, Jake recommends the following steps: 

1. Brand token anchoring:

Begin by saving client brand tokens (colors, typography, spacing steps, border radii, etc.) within Instant to ensure consistency and efficiency.

“This way any marketer can swap a headline or button label without touching code,” says Jake.

2. Version tracking and data integration:

Enable version tracking and wire the version ID into GA4 and BigQuery to track changes and analyze performance.

“Each time a section is edited, the new ID is stamped on the page, which lets us pull a report that shows exactly which change moved conversion rate, average order value, and revenue per visitor,” explains Jake. “When finance asks for proof that creative updates are paying off, we can show the uplift in a single chart with no detective work.”

3. Rapid testing cycle:

Once you’ve set up your analytics, implement a rapid testing workflow.

“A designer queues up a variant of the hero banner in the morning, the growth team sends it live to fifty percent of traffic by midday, and by late afternoon, we can see whether add-to-cart rate is trending up,” shares Jake. “If the early signal looks strong, we use a feature flag to ramp exposure to one hundred percent while monitoring lifetime-value cohorts in the background. Internal and bot traffic are excluded automatically, so the numbers stay clean and decision-ready.”

4. Continuous monitoring and optimization:

Monitor performance data closely, use feature flags for gradual rollouts, and continuously refine strategies based on insights.

“All of these pieces feed a nightly Airflow job that tags every active variant with incremental revenue, spend, and ROAS. Wins post to Slack before breakfast, laggards are flagged for rollback, and the change log updates our media-mix and churn models so acquisition and onsite optimisation stay aligned,” explains Jake. “Over a quarter, this rhythm produces faster page loads, a steady flow of statistically sound experiments, and a crystal-clear link between creative tweaks and bottom-line lift, turning Instant into the control tower for client CRO.”

What’s next: Personalization, smart testing & repeatable wins

VXTX's forward-looking strategy reveals an ambitious vision for expanding their use of Instant beyond current capabilities.

"At VXTX, our roadmap turns Instant into both a creative studio and a decision engine," Jake explains. The agency is developing systems that will allow "every Instant element [to] broadcast its metadata into the client-side CDP, so the moment a shopper's affinity score spikes for 'eco' or 'luxury,' the page swaps to the matching content without a reload."

This personalization capability represents a significant advancement in real-time optimization.

The agency is also transitioning from "fixed-horizon A/Bs to Bayesian sequential tests, which let us call winners sooner, often with twenty to thirty percent fewer sessions."

Technical implementation plans include several practical enhancements already in development. 

Plus, VXTX is already using newer Instant features like:

• Shoppable images to drive PDP clicks from lifestyle imagery lookbooks

• Mega navigation menus that reduce category page bounce

• Subscription pickers paired with Kaching Bundle integration to boost AOV

• Components to help their marketers make a single tweak across hundreds of pages in minutes 

And the team is building out a library of “Remix Links”. 

Remix Links: Scaling a library of repeatable growth assets

"The bigger play is to turn these features into repeatable growth assets," Jake explains. "Remix Links give us a way to package any winning layout—e.g., a BFCM urgency strip or a high-performing product comparison table."

The agency is developing a systematic approach to cataloging these assets: "We will log each Remix in a template catalogue tagged by funnel goal, creative angle, and KPI lift, so a PM can search 'upsell + AOV + cosmetics' and launch a proven section in under an hour."

According to Jake, this comprehensive approach aims to deliver "three headline wins: 

• faster site speed that protects paid traffic efficiency,

• a test cadence that doubles meaningful learnings per quarter,

• and a library of conversion-optimised assets we can roll across brands to compound revenue growth with each deployment."

Final thoughts: Instant as a CRO growth engine

VXTX’s story shows what’s possible when an agency fully integrates Instant into its tech stack and workflow.

By adopting Instant, VXTX Performance Marketing transformed its workflow and significantly improved its client’s conversion rates. The agility and ease of use of Instant allowed VXTX to conduct more frequent tests, make data-driven decisions, and provide exceptional value to its clients. This case study demonstrates the power of implementing the right tools and processes to drive substantial growth in performance marketing.

With tools that empower both creatives and performance marketers, VXTX has turned what used to be a bottleneck into a growth engine, one that’s fast, measurable, and directly tied to bottom-line results.

See what Instant can do for your agency today.