In the past years we’ve gathered a team of amazing CRO professionals, from all over the industry; design, experimentation, strategy, helping people who aren’t comfortable settling with their current digital performance.
Together, we’ve conducted over 50K experiments, working with brands such as Decathlon, Max Mara, CLX etc.
Here are some of the biggest achievements for our clients.
CRO Experiments at a Glance
A website CRO experiment is the process of finding the ideal combination of elements that lead to an increase in Conversion Rates.
In other words, a CRO experiment is meant to increase the percentage of visitors who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
The experiment typically involves creating multiple versions of a webpage or interface, each with slight differences, and then randomly presenting these versions to visitors.
During the experiment, strategists test headlines, call-to-action buttons, forms, layout, colors, images, and other design or content elements.
After tracking and analyzing the behavior of users exposed to each variation, CRO strategists can identify which version performs best in terms of achieving the desired conversion goal.
1. CLX Gaming Gets a +28.57% Increase in Conversion Rate through a Homepage Redesign on Mobile
The Challenge
The initial audit for CLX Gaming revealed an interesting paradox: while mobile traffic was almost 2x times higher than desktop traffic, the conversion rate on mobile was significantly lower.
In this situation, our challenge was to redeem the untapped potential of the mobile version of the website by expanding navigation choices and enhancing other parts of the page.
Our goal was to boost traffic to category pages and increase the conversion rate.
The Experiment
Firstly, we discovered that users converting best were those who go through the category pages.
The initial heatmap analysis and user recordings also revealed that visitors have a very low scroll depth on the homepage and mostly rely on the navigation to find product categories.
Here is our starting hypothesis:
“By adding product categories and highlighting the brand differentiators we can improve the website journey resulting in an increased conversion rate.”
The modified design for mobile devices involved the following:
- Adding links towards the 3 main product categories: Custom Gaming PCs, Gaming Laptops and Ships Next Business Day (for Ready to Ship systems)
- Moving the Evoke the Gods section further down the page hierarchy, just above the footer because this section is more difficult to use on mobile
- Adding a white background on the Benefits section so that it stands out more on an otherwise black themed page
- Moving the Financing section higher up the page, as plenty of users showed interest in options that allow payment in instalments
Control
Variation
Check out the experiment in better resolution here.
Results & Conclusions
With a 94% chance to win, the experiment achieved:
- +28.57% increase in Conversion Rate
- +46.21% increase in Revenue/user
As you can see, our improvements delivered a dramatic increase in both the conversion rate and revenue/user on mobile devices.
We draw the conclusions that mobile visitors tend to take a more exploratory approach to browsing. This underscores the importance of providing clear and seamless access to category pages.
In this case, introducing broader navigation options directing users to category pages, while emphasizing benefits and financing options demonstrated a positive impact on the conversion rate.
2. How Leroy Merlin Achieved a 14.34% Increase in CR through a Pop Up Improvement
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The Challenge
After the initial UX & UI audit (part of our standard procedure), we uncovered substantial room for improvement in the overlay that pops up when users click on the main product image.
The initial design came with some unfortunate flaws:
- the “close” button was almost invisible
- the product title and “add to cart” button were missing entirely
- there were no no navigation arrows on the desktop version
- the images from the gallery didn’t fit into a single screen, hurting the UX
Since LEROY MERLIN specializes in Home Improvement and Gardening products, its diverse product range attracts significant user engagement, as customers delve into the product gallery to examine features closely.
This behavior prompted the exploration of an upgraded pop-up feature, which not only enhances image browsing but also streamlines the shopping experience by enabling direct cart additions from the overlay, eliminating the need to navigate back to the product detail page (PDP).
The Experiment
So, we proposed creating a revamped version of the overlay that features all the needed elements, as well as other improvements.
Here’s the hypothesis:
“By revamping the image pop-up that appears upon clicking an image in the PDP and incorporating compelling “Add to Cart” and “Add to Favorites” CTAS we will enhance the user experience, thus leading to a surge in the conversion rate and revenue/user.”
We added these main components in the variation we tested against the initial design:
- a section for the product title,
- a carousel where the user can scroll to reach the desired image,
- a mini image gallery that is also scrollable,
- zoom in and zoom out buttons
- “Add to cart” and “Add to Favorites” buttons
Here’s the experiment in action:
Control
Variation
Results & Conclusions
After the experiment successfully run its course, it yielded the following results for Leroy Merlin:
- +14.34% increase in Conversion Rate
- +30.14% increase in Revenue/user
- 95.38% chance to win
This test underscores the significant impact of refining the image pop-up functionality and integrating compelling “Add to Cart” and “Add to Favorites” CTAs within the image overlay on product detail pages.
The success of this experiment reaffirms the crucial role of UX in driving both conversions and revenue per user; make the experience about the user, not the product.
When we prioritized smoother user interactions with product images and implemented clear, compelling calls to action, we have not only increased conversion rates but also improved the overall user journey.
So, don’t be afraid to get creative with how you handle your product pages – experiment with different and clear designs, so the user encounters a smooth, intuitive experience.
3. AliveCor Grew Their eMail Subscriber List while Increasing their Conversion rate and Revenue/ user
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The Challenge
Alivecor wanted to sell more products and increase their Conversion Rates (and subsequently Revenue/User), while also convincing more visitors to sign up for their emails.
It’s a pretty typical goal, but it takes some work to pull off.
Our task was to figure out how to do both without messing up the User Experience and the UI.
The Experiment
After looking at various ways to boost sales and gather more leads, we suggested trying out an overlay that pops up for all users five seconds after they land on any page of kardia.com.
Our idea was to show this overlay once per session to users who hadn’t given their email address yet. If they entered their email, they’d get a one-time 10% discount on their next purchase.
So we tested the following hypothesis:
“By displaying an overlay that encourages users to input their email address in exchange for a 10% discount on their next purchase, we can grow AliveCor’s email subscriber list and increase their Conversion rate and Revenue/ user.”
Control
Variation
Results & Conclusions
The overlay showed a notable increase in Conversion Rates and Revenue per user across both desktop and mobile devices.
- 16.74% increase in Conversion Rate
- 12.98% increase in Revenue/user
- 98.1% chance to win
While some may worry that offering a 10% discount would cut into revenue, the experiment revealed that some users actually used the discount to buy more expensive items, balancing out the loss.
This test highlights how the principle of “reciprocity” can really motivate users and greatly enhance both the conversion rate and revenue per user.
4. Orange® Achieved Visible Increase in the CR through Urgency on the Cart Page
The Challenge
As for any other eCommerce website, Orange® Romania’s Cart Page is one of the most important steps in the user’s journey.
Unfortunately, they were dealing with abandonment steps in that area.
Naturally, we had to move quickly with cart page improvements to motivate users to proceed to the checkout page and complete more purchases.
Improving the conversion rate for users visiting that page is highly profitable.
The Experiment
Since the user segments targeted in this experiment were already motivated to purchase, we wanted to give a push to people who were hesitant to complete their purchase immediately after reaching the cart page.
Two of the most impactful principles we could test were urgency and scarcity.
Our proposition was adding two sentences to elicit urgency and scarcity on the cart page.
Here’s the hypothesis:
“By adding an urgency statement on the cart page for users that have items in their cart we can increase the Conversion Rate across all devices.”
We tested three different color schemes and two different positions, above the cart’s contents.
Control
Variation
Results & Conclusions
While all variations showed increased Conversion Rates, the best results were delivered by Variation 3:
- 7.65% increase in Conversion Rate
- 11.53% increase in Revenue/user
- 98.65% chance to win
This experiment demonstrates that nudges using both scarcity and urgency during the checkout process can lead to remarkable improvements when executed appropriately and ethically.
Experimenting with the checkout process is often met with skepticism from stakeholders who may view such tests on crucial journey pages as disruptive or technically risky.
However, our results indicate that the benefits derived from a successful experiment far outweigh any perceived risks associated with testing in the checkout process.
5. How Avon Generated an Overall 15.41% Uplift in Revenue with a Hypothesis Tested Across 3 Countries
The Challenge
Avon websites in Romania, Bulgaria, and Serbia all share a similar structure, where the product pages serve as an educational tool for visitors.
These products were built to replicate the experience of a sales representative presenting the products in person.
However, we found a common pattern across all 3 countries: product descriptions were underutilized.
The description information was overlooked and almost hidden and was only found below the fold.
The tabs that contained the descriptions were obscure and almost hidden from visitors. So, our work started there, on the product page.
The Experiment
Despite each website catering to a distinct country with its own language, culture, and buyer personas, we had to find an approach for CTAs, images, or text placements, effectively transcending language barriers across all three countries.
The hypothesis:
“By upgrading the product page tackling visual elements we can increase the Conversion Rate across all devices.”
Control
Variation
Results & Conclusions
This successful experiment provided(overall):
- A 16.5% increase in the Add to Cart Rate of 16.5%
- 27.9% increase in conversion rates
- A 15.41% revenue increase
- 99% Chance to Win
When testing a hypothesis across different countries, having a common focus is essential. This helps in applying the hypothesis effectively in experiments.
The similar patterns we noticed across the three AVON websites were identified by looking at the outcomes of experiments, reviewing results from various clients, and researching common behaviors.
6. Get Maine Lobster Created a +51% CR Uplift with Personalized Objection Treatment
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The Challenge
One obstacle was the noticeable stream of visitors browsing and then leaving without making a purchase.
While we had some assumptions about possible drop off reasons, it was essential to pinpoint exactly why people were bouncing the website.
While we had plenty of traffic, our ultimate aim was to turn those browsers into buyers.
To truly understand our visitors’ behavior, we launched a series of qualitative surveys, asking for direct feedback from visitors.
With this survey, we were able to zoom in on the main reasons people were leaving without buying.
The Experiment
Using the insights data, we created an advanced treatment survey with triggered personalizations.
When a visitor displayed an exit behavior, such as navigating to the URL address bar or towards the browser close function, a multiple choice Survey was triggered.
Based on the selected answer, the visitor would see a specific and custom designed personalization with the objection addressed.
The basic experiment involved 2 survey multiple choice questions and 9 personalizations. We custom designed the creatives with consistent CTA’s, while linking to specific pages based on the visitor’s answer.
It was an interactive method to address objections in real time.
Survey Sample
Results & Conclusions
This experiment ran over 14 days and was segmented to all traffic and a lead collector for emails was deployed as an additional step.
This successful experiment provided:
- An increase of 51% in conversion rates
- Additional 7% revenue generated from exit visitors
- Increase in email leads by 9%
Our work with Get Maine proved that traffic analysis is the first step in the CRO process, and can’t be skipped – no matter how sure we are in our assumptions.
Consequently, the next step is using this information to improve conversions and nudge visitors closer to making a purchase.
Is very important how you address exit visitors to ensure that they are re-engaged and are
influenced into making a purchase, and a big part of CRO is knowing who your visitors are.
7. Bonia Achieved a 28% Increase in Conversions for a Product Category
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The Challenge
Bonia’s brick-and-mortar stores enjoy widespread popularity across Asia.
However, this didn’t automatically translate into their online sales success, since Bosnia couldn’t personally address a customer’s cognitive biases in the online experience.
Moreover, Analytics couldn’t engage in direct conversations with visitors and deliver the type of qualitative insights we needed to enhance the online shopping experience.
So we used Explore’s Survey feature to kick off qualitative research and create an avenue to directly ask website visitors why they’re leaving without making a purchase.
When the surveying period ended, we had a clearer picture of visitors’ objections, and could kick off an experiment to tackle them.
The Experiment
Qualitative research revealed that people were looking for certain products which were not explicitly displayed in the navigation bar.
We started from this hypothesis:
“If visitors see these main categories right away when they land on the website, they’ll be more eager to buy, and the conversion rate will increase.”
We made these changes:
- added the Watches category in the navigation bar, split between the Men watches and Women watches
- emphasized the Bags and Wallets category together with maximizing the font size.
Control
Variation
Results & Conclusions
After 2 months of testing:
- the CTR on BAGS category increased with 28%
- we brought an uplift in conversion of 66%
Interestingly, in terms of survey results, the percentage of people that were not finding what they were looking for has decreased from 85% to 47%.
This experiment proves that, while quantitative, number-focused data is crucial, complementing it with qualitative insights will provide a much clearer picture.
If you ask the right question, you get the rights answers and you can build something based on the results.
8. Meli Melo Increased their Add-to-Cart Rate by 67% Using Website Personalization
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The Challenge
Similar to Bonia’s case, Meli Melo is a popular retail store, which, at the moment, had issues in increasing the online trust in the brand, consequently improving their online conversions and sales.
In this case, customers were visiting the physical retail stores to purchase their products more than they would online.
Meli Melo wanted to replicate this customer behavior and increase their purchasing in their online store.
Taking this into consideration, the initial audit and analysis step revealed the lower end of Meli Melo’s sales funnel to be an area of significant exit.
The challenge was addressing this area, while also increasing visitors’ trust in the online shop.
The Experiment
After the qualitative research was conducted on the product page, it was noted that visitors:
- Knew what they wanted to buy;
- Wanted details about the product;
- Were concerned on the return policy;
- Were price sensitive on delivery policy and delivery time.
Considering these insights, we created a personalized experience to address the return policy, the free delivery within specific locations and the two-day delivery time across the country.
Hypothesis:
“If we show visitors reasons to trust the Meli Melo website, including benefits of online purchasing, then they would add more items to their shopping cart.”
Results & Conclusions
The experiment ran for 15 days, achieving a 97% statistical relevance. It delivered:
- An increase of 67.61% in shopping cart entries
- A significantly lowered bounce rate
Building lasting relationships with online customers is key, especially when they’ve already chosen your products in-store.
If you focus on developing meaningful connections, building trust, and addressing concerns, you can increase revenue and strengthen your eCommerce business.
9. ING Bank Increased the Lead Generation Rate by 20%
The Challenge
The banking industry is normally plagued with frictions and questions from users.
However, you never know exactly what your visitors think about you until you ask them.
We had our initial assumptions, but we didn’t go further until we validated them with a qualitative research step: visitors had a lot of fears regarding the credit application.
Our challenge was addressing these fears and creating trust within users, to increase the leads for the credit form.
The Experiment
In this case, we tried multiple experiments, but the results weren’t necessarily anything to write home about.
It was only on our third try when we saw a significant uplift in conversions.
Hypothesis:
“If we replace the credit calculator with the card benefits, we will see an uptick in the conversion rates for lead generators.”
So, the third variation, led us to both highlight the benefits and right after that we sent visitors to the form, we have changed a little bit the real estate of the page and replaced the credit calculator with the benefits.
We have also reduced the steps to the form by getting rid of an intermediary button.
Control
Variation
Results & Conclusions
The final A/B test saw a 20% increase in leads and a 60% uptick in the click-through rate for the button above the fold.
It’s important to note that A/B testing isn’t just about winning experiments; it also involves trial and error until you discover the most effective variation.
And once you find it, don’t rest on your results—keep striving to find even more appealing layouts for your visitors.
You should always approach it with the mindset of, “I don’t trust my current website layout. It can do better.”
10. OLX App Download Rate Increased by 60% with Web Personalization
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The Challenge
OLX aimed to connect with its audience on a more personal level.
Personalization has the power to make users feel valued, especially in today’s tech-oriented world where audiences expect customized experiences.
Our objective was to craft and present a tailored experience that would encourage visitors to download the OLX mobile app.
The Experiment
First, our hypothesis:
“Displaying a personalized message on the banner would lead to an increase in the OLX app download rate.”
We initially targeted traffic from Muntenia, Romania’s largest region.
Within this segment, we tested 20 images featuring iconic buildings and scenery from Muntenia to evoke a sense of familiarity and comfort for OLX visitors.
Segmenting by location proved pivotal, as displaying region-specific images had a significant impact.
When combined with strategically timed messages, these elements synergized to deliver a personalized experience and encourage visitors to download the mobile app.
The unique Muntenia images were showcased across four key time frames of the day, each accompanied by distinct messaging variations.
Control
Variation
Results & Conclusions
During the 14-day test period, we targeted visitors from the Muntenia region using mobile devices with iOS, Android, or Windows operating systems.
Achieving over 99% statistical relevance, the test resulted in a 60% increase in the download rate.
The success observed in Muntenia prompted us to extend the experiment to all regions of Romania.
As you can see, prioritizing customer-centric approaches delivers extraordinary benefits, creating a bond with customers and shaping your brand identity.
By leveraging location and time frame targeting, and incorporating relevant details, you can impress users and drive conversions.
However, the ultimate challenge lies in establishing a psychological connection and building lasting relationships with customers.
Leave Your Website to Us
These were some of our favorite stories, but we do have more.
Check out other case studies, or dive deeper into the ones we presented today, to see additional info – such as how the same experiments looked on mobile versions.
Find More Case Studies Here
So, what do you say?
Are you ready to challenge your assumptions?
To skyrocket your conversion rates?
To move away from website click to customer relationships?
Then let’s chat!
We can get to know each other and see if we’re right for your CRO needs. We’ll take the hard part out of your hands – while keeping you in the loop about everything.
