Over $850K in Extra Revenue with Practical CRO for Practical Products - PurpleFire.io | Full-Service Growth Marketing Agency for E-Commerce

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Over $850K in Extra Revenue with Practical CRO for Practical Products

How strategic A/B testing helped BestSelf boost conversions by making their value clearer and guiding users through real-life decisions

CLAIM YOUR GROWTH PLAN

9 winners in 5 months

15.29x

Return on investment to date

+$855,684.38

Extra revenue generated per year

Overview

A general overview of BestSelf

BestSelf creates practical products designed to help people handle real-life challenges. Their goal is to make tough, overwhelming tasks feel more doable. With tools inspired by everyday struggles, BestSelf supports their customers in staying focused, organized, and in control.

A general overview of BestSelf

Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:

Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:

Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:

Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:

Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:
Removal of comparison section
Hypothesis:
The comparison section may be confusing or overwhelming for visitors, leading to drop-offs. Simplifying or removing it could help users stay engaged and move forward in the journey.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 96.6% confidence level we achieved an increase of +16% in Conversion Rate.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,640
-
Variation
+16.03%
7,793
+7.64%
Original:
Variation:
Clarifying product content to reduce confusion
Hypothesis:
Adding functional details and real-life use cases helps users better understand the product, making them more likely to take action.
Goal:
Increase CVR and Add to Cart rate.
Results:
With +94% confidence level, we achieved +11% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3,058
-
Variation
+11.17%
3,009
+15.36%
Original:
Variation:
Include category tiles on Homepage
Hypothesis:
If we add a row with top categories at the top of the page, users will navigate more easily, which can lead to higher conversions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 90% confidence level, we achieved +25.5% increase in Add to Cart rate and +12.3% in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
734
-
Variation
+12.31%
639
+25.55%
Original:
Variation:
Include press quotes on Homepage
Hypothesis:
Including press quotes on the homepage can help build trust and make the brand feel more credible, which can lead to more conversions and a higher CVR.
Goal:
Increase CVR and Add to Cart rate.
Results:
With over 86% confidence level, we increase the CVR in +9.72%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
3.907
-
Variation
+9.72%
3,714
+8.19%
Original:
Variation:
Remove reviews from Collections pages
Hypothesis:
Removing review stars from collections pages may reduce visual clutter, improve browsing focus, and increase conversions.
Goal:
Increase PDP visits, CVR and Add to Cart rate.
Results:
With 81.2% confidence level, we increased the PDP visits in +1.6% and CVR in +5.4%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
4,541
-
Variation
+5.38%
4,692
+1.59%
Original:
Variation:

[The Growth Plan]

Winning data, built from calculated research

Based on the above date, there are several key findings regarding the websites performance and user beahviour.

Clarity

Instead of engaging with the homepage, users are mainly using the navigation menu to find products. The value propositions aren’t clear enough to show what the website is about.

Friction

One point of friction was that the upsell product images weren’t clickable, which could confuse users or make it harder for them to explore the products.

Doubt & Anxiety

Users’ questions and concerns weren’t addressed, leaving them confused about what to buy on the homepage and LP.

Relevancy

Users aren’t sure if the product is right for them, and many leave the site as soon as they’re asked to buy.

Hierarchy

The content needs to be clearer and better organized to quickly and effectively explain why the product is worth buying.

Journey Cohesion

The message in the ads doesn’t match what users see on the website, so the experience feels disconnected and may confuse users.