--Case study
Petsmont

eCommerce

General Results

Uplift CVR

25.72%

2 winners in 3 months

Total of winner tests during the contract period

$473,475.38

Total extra Revenue generated per year

Project Summary

About

📍 Location: USA

🗓️ Start Date: 09/05/23

Status

On-going

Return on Investment

4.93X

Overview

Core Value | Deep dive into the clients' business

Petsmont is a leading e-commerce platform dedicated to delivering premium, organic pet products. Founded by passionate pet lovers, Petsmont offers a wide range of health-focused items made from natural, raw, and unprocessed ingredients. By partnering with trusted farmers and veterinarians, Petsmont ensures all products are chemical-free and proudly made in the USA, promoting pet health and longevity.

Top performing A/B tests

LP - Horizontal Navigation Menu 1/2

Hypothesis

Adding a horizontal menu, fixed on scrolling, to the landing page provides users with easier navigation, facilitating quicker access to relevant sections of the page and improving overall user experience. The change will reduce frustration and increase the chances of users arriving in the product selection.

Goals

Increase user engagement and by doing so, increase conversion rate

Results

Variations	Conversion Rate	Visitors	Revenue per visitor	Confidence Level
Original Page	-	10,112	-	86.03%
Variation	+10.20%	9,929	+10.28%	86.03%

BEFORE

AFTER

LP - Fixed CTA 2/2

Hypothesis

Fixing the CTA on the page and softening the tone of the copy will boost the add to cart rate, consequently leading to higher conversion rates.

Goals

Increase add to cart rate and conversion rate

Results

Variations	Conversion Rate	Visitors	Revenue per visitor	Confidence Level
Original Page	-	5,825	-	90.01%
Variation	+14.03%	5,839	+14.08%	90.01%

BEFORE

AFTER

Process

Research: Audit

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

On the main landing page, we have a clear and strong value proposition, but the message lacks clarity and doesn’t help users understand crucial information about the product and how it can help dogs.

We know that Commitment and Consistency are effective for people, but this strategy has not been explored fully. There is no strong value presented to the client, which may make them feel committed to taking action too early.

More than 70% of users who land on the cart leave without proceeding to the checkout.

Desktop users convert considerably more for Homepage, Product pages and Cart.

We have a significant drop-off in the funnel from Product pages to the add to cart action and there is much to be done to understand why users are not adding products to cart.

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 studyPetsmont