Case Study: FIGS achieves higher conversion rates with Heap

FIGS combines Heap and Shopify to increase its conversion rates

FIGS, the online medical apparel retailer, needed a simple, low-overhead way to understand conversion behavior and the long-term impact of A/B tests across shopper cohorts. Using Heap with Shopify, FIGS aimed to keep analytics manageable for a lean data team while improving insight into how different acquisition channels and onsite actions affect purchases.

Heap implemented a direct Shopify integration that sent order and customer metadata into Heap without manual tagging, allowing FIGS to analyze conversions, A/B test performance, average order value, repeat purchase rate, and customer lifetime value in one place. The result was better visibility into both short- and long-term test outcomes, plus new insights showing that some variants can underperform at first and improve over time, helping FIGS make smarter optimization decisions with Heap.

FIGS

Brain Kim

Senior Director of Data Science