Lighting Up Growth: How CRO Sparked $2.67M in Extra Revenue for Goose Creek - PurpleFire.io | Full-Service Growth Marketing Agency for E-Commerce

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Lighting Up Growth: How CRO Sparked $2.67M in Extra Revenue for Goose Creek

Through data-driven experimentation, Goose Creek achieved a 22.36x ROI and uncovered 4 winning tests in just 7 months, boosting customer confidence and conversions.

Talk To Our CRO Specialist

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4 winners in 7 months

22.36x

Return on investment to date

+$2,670,275.39

Extra revenue generated per year

Overview

A general overview of Goose Creek Candles

Goose Creek is a top-tier home fragrance company known for its richly scented candles and body care products. With a strong presence in the U.S. market, the brand blends classic aromas with bold innovation to capture a wide range of customer preferences.

A general overview of Goose Creek Candles

Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:

Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:

Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Show Trending Categories on Top of Collections Pages
Hypothesis:
Displaying the top categories at the top of Collection pages will make it easier for users to find products of interest, improving the overall user experience and driving higher conversions.
Goal:
CVR and RPV.
Results:
With 100% confidence level, we achieved +6.03% increase in CVR and +5.36% in RPV.
Page
Conversion
Rate
Visitor
Count
RPV
Original
-
196,320
-
Variation
+6.03%
198,201
+5.36%
Original:
Variation:
Keep “This Fragrance” Accordion Open by Default
Hypothesis:
By keeping the “This Fragrance” accordion open by default, we expect to see higher engagement with product information, a smoother user experience, and more conversions, as users won’t need to take additional action to access key details before adding to cart.
Goal:
CVR and ATC.
Results:
With 90.51% confidence level, we achieved +2.79% increase in CVR and +1.46% in ATC.
Page
Conversion
Rate
Visitor
Count
ATC
Original
-
35,420
-
Variation
+2.79%
35,420
+1.46%
Original:
Variation:
Highlight Checkout Button Visibility
Hypothesis:
If we remove the total amount from the checkout button and improve its visibility, more users will click on the checkout button, leading to a higher conversion rate and more completed purchases.
Goal:
CVR and Checkout Started.
Results:
With 93.37% confidence level, we achieved +6.34% increase in CVR and +7.75% in Checkout Started.
Page
Conversion
Rate
Visitor
Count
Checkout Started
Original
-
29,365
-
Variation
+6.34%
29,751
+7.75%
Original:
Variation:
Hide Items in the Cart
Hypothesis:
If we hide excess cart items and redesign the cart layout, users will be more likely to engage with cross-sell offers, leading to a higher AOV. Additionally, reducing clutter and improving the checkout button’s visibility should increase checkout initiation rates.
Goal:
AOV.
Results:
With 95.46% confidence level, we achieved +9.93% increase in AOV and -5.00% in CVR.
Page
Conversion
Rate
Visitor
Count
CVR
Original
-
23,921
-
Variation
+9.93%
23,806
-5.00%
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:
Hypothesis:
Goal:
Results:
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
Variation
Original:
Variation:

[The Growth Plan]

Winning data, built from calculated research

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

Checkout Visibility

Users were not clicking the checkout button due to visual clutter. A cleaner design with higher contrast increased engagement and led to better CVR and revenue.

Cart Drawer Optimization

Showing fewer cart items by default made the cross-sell widget more visible. This helped increase AOV and checkout starts by reducing distraction and clutter.

Product Detail Engagement

Keeping the “This Fragrance” accordion open by default boosted interaction and helped users reach the ATC step faster, increasing overall conversion performance.

Trending Categories

Adding top categories to collection pages helped users find products faster. This shortcut reduced steps in the journey and improved both CVR and revenue.

Improved Cart Hierarchy

Reorganizing cart elements and removing non-essential info made key actions more prominent, encouraging more users to proceed to checkout.

Mobile Usability

Simplifying mobile interactions across tests led to more efficient shopping behavior, especially on PDPs and cart views, helping boost engagement and conversions.