10 CRO Case Studies: Real Experiments and Results

These 10 CRO case studies show how research-led experiments increased conversion rate, revenue per user, leads and app downloads for brands in gaming, home improvement, health tech, telecom, beauty, food, fashion, banking and classifieds. For each one you get the challenge, the hypothesis, what changed and the measured result.

All of them come from Omniconvert's CRO team, which brings together specialists in design, experimentation and strategy for companies that are not comfortable settling for their current digital performance. The team has worked with brands such as Decathlon, Max Mara and CLX. Here are some of the biggest wins for our clients.

What is a CRO experiment?

A CRO experiment increases the percentage of visitors who take the action you care about. The experiment usually creates multiple versions of a web page or interface, each with small differences, and presents them at random 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 the users exposed to each variation, they can identify which version performs best.

Each case study below starts with a hypothesis: a written statement of what will change, for whom, and which metric it should move. For a different set of experiments with their hypotheses, see our A/B testing case studies. For how experiments fit into a wider marketing strategy, read CRO marketing.

All 10 CRO case study results at a glance

CRO case studies: page design and navigation tests

1. CLX Gaming: +28.57% conversion rate from a mobile homepage redesign

Challenge. The initial audit for CLX Gaming revealed a paradox: mobile traffic was almost twice as high as desktop traffic, but the mobile conversion rate was much lower. The goal was to unlock the mobile site by expanding navigation choices, send more traffic to category pages and increase conversion rate.

What we tested. Users who went through category pages converted best. Heatmaps and user recordings also showed a very low scroll depth on the homepage, with visitors relying on navigation to find product categories. The hypothesis: "By adding product categories and highlighting the brand differentiators we can improve the website journey resulting in an increased conversion rate." The mobile variation:

• Added links to the 3 main product categories: Custom Gaming PCs, Gaming Laptops and Ships Next Business Day (for Ready to Ship systems).
• Moved the Evoke the Gods section down, just above the footer, because it is harder to use on mobile.
• Added a white background to the Benefits section so it stands out on an otherwise black page.
• Moved the Financing section higher, because many users showed interest in paying in installments.

You can see the control and variation in the full CLX Gaming case study (PDF).

Result. With a 94% chance to win: +28.57% conversion rate and +46.21% revenue per user on mobile.

What it means. Mobile visitors browse in a more exploratory way, so clear and fast access to category pages matters. Broader navigation, combined with visible benefits and financing options, improved the whole mobile journey. For more mobile-specific ideas, see CRO for mobile.

2. Leroy Merlin: +14.34% conversion rate from a better image pop-up

Challenge. Leroy Merlin sells home improvement and gardening products, and its shoppers study product images closely. The UX and UI audit found problems in the overlay that opens when users click the main product image: the close button was almost invisible, the product title and Add to Cart button were missing, the desktop version had no navigation arrows, and gallery images did not fit on one screen.

What we tested. A rebuilt overlay that lets shoppers browse images and add to cart without going back to the product detail page. 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." The variation added:

• A section for the product title.
• A carousel to scroll to the desired image, plus a scrollable mini gallery.
• Zoom in and zoom out buttons.
• Add to Cart and Add to Favorites buttons.

Result. With a 95.38% chance to win on desktop: +14.34% conversion rate and +30.14% revenue per user. On mobile, the same change delivered +18.00% conversion rate and +37.76% revenue per user.

What it means. Make the experience about the user, not the product. Smoother interaction with product images and clear calls to action improved both conversions and the overall journey. For more ideas, see these product page examples.

3. Avon: +15.41% revenue from one hypothesis tested in 3 countries

Challenge. Avon's websites in Romania, Bulgaria and Serbia share a similar structure, and their product pages are meant to replicate a sales representative presenting products in person. All three had the same problem: product descriptions sat below the fold in obscure tabs that visitors barely noticed.

What we tested. Each site serves a different language, culture and set of buyer personas, so the changes to CTAs, images and text placement had to work across all three. The hypothesis: "By upgrading the product page tackling visual elements we can increase the Conversion Rate across all devices."

Result. Overall, with a 99% chance to win: +16.5% add-to-cart rate, +27.9% conversion rate and +15.41% revenue.

What it means. A hypothesis tested across countries needs a common focus. The shared patterns on the three Avon sites came from experiment outcomes, results from other clients and research into common behavior.

4. Bonia: +66% conversion from showing the categories visitors wanted

Challenge. Bonia's physical stores are popular across Asia, but that did not automatically translate into online sales. Analytics showed what visitors did, not why they left. So we used Explore's survey feature to start qualitative research and ask visitors directly why they were leaving without buying.

What we tested. The surveys showed that visitors were looking for products that were not visible in the navigation bar. The 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." The variation added a Watches category to the navigation bar, split into Men and Women, and emphasized the Bags and Wallets category with a larger font.

Result. After 2 months of testing: +66% conversion and +28% click-through rate on the Bags category. In the survey, the share of visitors who could not find what they were looking for dropped from 85% to 47%.

What it means. Quantitative data is crucial, but qualitative insight completes the picture. Ask the right question and you get answers you can build on.

5. ING Bank: +20% leads on the third try

Challenge. Banking is full of friction and questions. Qualitative research confirmed an early assumption: visitors had many fears about the credit application. The goal was to address those fears, build trust and increase leads for the credit form.

What we tested. The first experiments did not deliver meaningful results. The third one did. The hypothesis: "If we replace the credit calculator with the card benefits, we will see an uptick in the conversion rates for lead generators." The variation replaced the credit calculator with the card benefits, sent visitors straight to the form after them, and removed an intermediary button to cut a step.

Result. +20% leads and +60% click-through rate on the button above the fold.

What it means. A/B testing is not only about winning experiments. It involves trial and error until you find the variation that works, and after that you keep looking for a better one. Approach your site with the mindset: "I don't trust my current website layout. It can do better." For more on this type of test, see how to optimize lead generation forms.

CRO case studies: overlays, urgency and personalization tests

6. AliveCor: +16.74% conversion rate and a bigger email list

Challenge. AliveCor wanted to sell more products, increase conversion rate and revenue per user, and convince more visitors to sign up for emails, without harming the user experience or the UI.

What we tested. An overlay shown to all users five seconds after they landed on any page of kardia.com, once per session, to visitors who had not yet given their email address. Visitors who entered their email got a one-time 10% discount on their next purchase. The 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."

Result. With a 98.1% chance to win, across desktop and mobile: +16.74% conversion rate and +12.98% revenue per user.

What it means. A 10% discount did not simply cut revenue: some users used it to buy more expensive items, which balanced out the cost. The test shows how strongly the principle of reciprocity can motivate users.

7. Orange Romania: +7.65% conversion rate from cart page urgency

Challenge. As on any eCommerce site, the cart page is one of the most important steps in Orange Romania's user journey, and it had an abandonment problem. Improving the cart page to move more users to checkout is highly profitable.

What we tested. The targeted users were already motivated to buy, so the test gave a push to those who hesitated after reaching the cart. Two sentences on the cart page applied urgency and scarcity. 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 color schemes and two positions above the cart contents.

Result. All variations increased conversion rate. The best, Variation 3, delivered +7.65% conversion rate and +11.53% revenue per user with a 98.65% chance to win.

What it means. Scarcity and urgency nudges in the checkout process can deliver strong improvements when used appropriately and ethically. Stakeholders are often skeptical about testing crucial journey pages, but the benefits of a successful experiment far outweigh the perceived risks.

8. Get Maine Lobster: +51% conversion rate with personalized objection handling

Challenge. Get Maine Lobster had plenty of traffic, but a noticeable stream of visitors browsed and left without buying. The team had assumptions about why, but needed to know exactly, so it launched a series of qualitative surveys asking visitors for direct feedback.

What we tested. Using those insights, we built a treatment survey with triggered personalizations. When a visitor showed exit behavior, such as moving toward the address bar or the close button, a multiple-choice survey appeared. Based on the answer, the visitor saw a custom-designed personalization that addressed that specific objection. The experiment used 2 multiple-choice questions and 9 personalizations, with consistent CTAs linking to the pages that matched each answer.

Result. Over 14 days, on all traffic, with an email lead collector as an extra step: +51% conversion rate, 7% additional revenue from exit visitors and +9% email leads.

What it means. Traffic analysis is the first step in CRO and cannot be skipped, however sure you are of your assumptions. How you address exit visitors decides whether they re-engage and buy, and a big part of CRO is knowing who your visitors are.

9. Meli Melo: +67.61% shopping cart entries from trust messages

Challenge. Like Bonia, Meli Melo is a popular retail brand, but customers preferred buying in its physical stores to buying online. It needed more online trust to grow online conversions. The initial audit showed that the lower end of the sales funnel was a major exit point.

What we tested. Qualitative research on the product page showed that visitors knew what they wanted to buy, wanted product details, were concerned about the return policy, and were price-sensitive about delivery cost and time. We built a personalized experience that highlighted the return policy, free delivery in specific locations and two-day delivery across the country. The 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."

Result. Over 15 days, with 97% statistical relevance: +67.61% shopping cart entries and a significantly lower bounce rate.

What it means. When customers already choose your products in store, the online job is to build trust and answer their concerns. That strengthens the relationship and the revenue of the online store.

10. OLX: +60% app download rate with web personalization

Challenge. OLX wanted to connect with its audience on a more personal level, and to encourage website visitors to download its mobile app through a tailored experience.

What we tested. The hypothesis: "Displaying a personalized message on the banner would lead to an increase in the OLX app download rate." The test first targeted mobile visitors from Muntenia, Romania's largest region, on iOS, Android or Windows. It used 20 images of iconic buildings and scenery from Muntenia to create a sense of familiarity, shown across four time frames of the day, each with its own message.

Result. Over 14 days, with over 99% statistical relevance: +60% app download rate. The success in Muntenia led OLX to extend the experiment to all regions of Romania.

What it means. Segmenting by location was decisive: region-specific images, combined with well-timed messages, made the banner feel personal. The real challenge is building a psychological connection that lasts.

What do the winning CRO experiments have in common?

1. Audit and research the problem. CLX Gaming used heatmaps and recordings, Leroy Merlin a UX and UI audit, and Bonia, Get Maine Lobster, Meli Melo and ING qualitative surveys.
2. Write a clear hypothesis. State the change, the audience and the metric it should move, as every case study above does.
3. Test on the right segment. Target the device, region, page or behavior where the problem lives, as with CLX's mobile visitors, OLX's Muntenia visitors and Get Maine Lobster's exit visitors.
4. Wait for a reliable result. Run the test until the chance to win or statistical relevance is high enough to trust.
5. Iterate and scale. Keep testing after a loss, as ING did, and extend a win to new segments, as OLX did.

For more stories, read how one store used its Net Promoter Score in a case study, or browse all Omniconvert case studies, which include the mobile versions of several experiments above.

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