--Case study
Fine Fit Sisters

eCommerce

General Results

Uplift CVR

45.91%

2 winners in 8 months

Total of winner tests during the contract period

$407,673.34

Total extra Revenue generated per year

Project Summary

About

📍 Location: USA, California

🗓️ Start Date: 31/05/23

Status

Done

Return on Investment

4.53X

Overview

Core Value | Deep dive into the clients' business

Fine Fit Sisters focuses on helping individuals achieve their dream bodies and lives through sustainable lifestyle changes. With a unique, empowering approach, they offer personalized plans for weight loss, muscle gain, and overall health. Fine Fit Sisters emphasizes balance in all life areas, combining physical transformation with personal growth.

Top performing A/B tests

Hero Banner Optimization 1/2

Hypothesis

Adding social proof on the 1st fold using reviews and icons will help build trust and credibility. When users land on the page, they will immediately see the product’s benefits, increasing their motivation.

Goals

Increase user engagement and by doing so, increase conversion rate

Results

Variations	Conversion Rate	Visitors	Revenue per visitor	Confidence Level
Original Page	-	790	-	97.04%
Variation	+34.67%	731	+5.12%	97.04%

BEFORE

AFTER

1st fold optimization 2/2

Hypothesis

Reducing empty space in the first fold allows users to see more important information to make the purchase decision. By adding reviews, when can improve the users’ trust and credibility for the product. And by adding a sticky Add to Cart it will reduce friction of the user needing to scroll up or down if they want to add to cart.

Goals

Increase add to cart rate and conversion rate

Results

Variations	Conversion Rate	Visitors	Revenue per visitor	Confidence Level
Original Page	-	2,030	-	94.46%
Variation	+12.37%	2,131	+46.03%	94.46%

BEFORE

AFTER

Process

Research: Audit

Based on the above data, there are several key findings regarding the website's performance and user behaviour:

Based on Analytics data, we discovered that more than 58% of sessions don’t include adding items to cart, which is the step with the highest abandonment rate in the purchase funnel.

When users land on the Homepage, the add to cart rate is even worse.

Combining the quantitative data with the qualitative analysis conducted, we noticed that on Homepage, 50% of users abandon the site after the second fold. On the PDP page, 25% of users leave after passing the Add to Cart button, and 50% of users don’t even reach the users’ review section.

From users’ session recordings, we observed that on the PDP page, users have a strong intention to understand the product, consuming part of the content at the end of the page

Heuristic analyses show that there is a lot of text-based content. We know that users prefer consuming content through more visual elements.

Through user research, we discovered that users were skeptical about the product’s credibility and trustworthiness. They were concerned about the program being a scam or not helpful.

Development

Timeline of implementation
(5 days to implement the test via convert) DEV + QA

After the client approves the design, we move forward with the development of the test. This process typically takes around five days, including the quality assurance (QA) process. Once complete, we share a preview link with the client.
If they approve, the test is launched

--Case studyFine Fit Sisters