The Compounding Power of CRO: 3.03x ROI Through Low-Risk, Data-Driven Optimizations
The Compounding Power of CRO: 3.03x ROI Through Low-Risk, Data-Driven Optimizations
The Compounding Power of CRO: 3.03x ROI Through Low-Risk, Data-Driven Optimizations
The Compounding Power of CRO: 3.03x ROI Through Low-Risk, Data-Driven Optimizations
How we achieved 8 test wins with Henry's House of Coffee, 3.03x ROI, and over $218K in added annual revenue through CRO
How we achieved 8 test wins with Henry's House of Coffee, 3.03x ROI, and over $218K in added annual revenue through CRO
How we achieved 8 test wins with Henry's House of Coffee, 3.03x ROI, and over $218K in added annual revenue through CRO
How we achieved 8 test wins with Henry's House of Coffee, 3.03x ROI, and over $218K in added annual revenue through CRO

8 winners in 6 months
3.03x
Return on investment to date
+$218,305.00
Extra revenue generated per year
Overview
Overview
Overview
Overview
Overview
Overview
A general overview of Henry's House of Coffee

Henry’s House of Coffee is a third-generation, family-owned roastery based in San Francisco, known for its rich Armenian heritage and expertly hand-roasted beans. Founded in 1965 by Henry Kalebjian, the brand has built a loyal community by combining tradition, quality, and a personal approach to coffee. Today, it remains a local favorite, with a deep commitment to quality and authenticity.




A general overview of Henry's House of Coffee
Henry’s House of Coffee is a third-generation, family-owned roastery based in San Francisco, known for its rich Armenian heritage and expertly hand-roasted beans. Founded in 1965 by Henry Kalebjian, the brand has built a loyal community by combining tradition, quality, and a personal approach to coffee. Today, it remains a local favorite, with a deep commitment to quality and authenticity.
Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:
Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:
Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:
Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:
Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:Redo menu navigation
Hypothesis:If menu navigation is restructured to highlight high-engagement areas and improve category clarity, then users will navigate more efficiently, leading to increased conversion rates.
Goal:CVR and Revenue per Visitor.
Results:With 94.53% confidence level, we achieved +21.53% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
3,625
-
Variation
+21.53%
3,655
+37.10%
Original:Variation:Add category buttons
Hypothesis:If the main categories are prominently displayed on the Homepage, then users will navigate more easily, improving their experience and increasing conversion rates.
Goal:CVR and Add To Cart.
Results:With 90.43% confidence level, we achieved +31.42% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
1,675
-
Variation
+31.42%
1,515
+28.80%
Original:Variation:Highlight the free shipping benefit
Hypothesis:If the free shipping benefit on orders over $45 is highlighted more prominently on the PDP, then perceived value and customer confidence may increase, encouraging higher spending and driving conversions.
Goal:CVR and Average Products per Visitor.
Results:With 96.02% confidence level, we achieved +24.54% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Average Products per Visitor
Original
-
2,096
-
Variation
+24.54%
2,088
+33.53%
Original:Variation:Allow users to upgrade to subscriptions
Hypothesis:If users can easily subscribe directly from the cart, then the process becomes simpler, encouraging sign-ups and increasing overall conversions.
Goal:CVR and Revenue per Visitor.
Results:With 89.58% confidence level, we achieved +21.07% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
2,640
-
Variation
+21.07%
2,631
+17.51%
Original:Variation:Improve product selectors and add to cart button
Hypothesis:If product options and selections are simplified and clarified with more descriptive guidance, then navigation will improve, the user experience will become more seamless, and conversion rates are likely to increase.
Goal:CVR and Add To Cart.
Results:With 90.53% confidence level, we achieved +37.82% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
222
-
Variation
+37.82%
265
+11.30%
Original:Variation:
[The Growth Plan]
[The Growth Plan]
[The Growth Plan]
[The Growth Plan]
[The Growth Plan]
[The Growth Plan]
Winning data, built from calculated research
Winning data, built from calculated research
Winning data, built from calculated research
Winning data, built from calculated research
Based on the above date, there are several key findings regarding the websites performance and user beahviour.
Based on the above date, there are several key findings regarding the websites performance and user beahviour.
Based on the above date, there are several key findings regarding the websites performance and user beahviour.
Based on the above date, there are several key findings regarding the websites performance and user beahviour.
1
Categories
Many users use the hamburger menu to find what they are looking for, which may mean that the Homepage doesn't make categories easy to find.
2
Choices
On product pages, users need to select the grind type and bag size. However, because there isn't much explanation, it can be hard to understand the differences.
3
Shipping
The free shipping offer on orders over $45 isn’t clearly mentioned on the site. Since it doesn’t appear in prominent areas, many users are likely to miss this benefit.
4
Subscriptions
Around half of users see the subscription option, but few interact with it. One possible reason is that the benefits of subscribing aren’t clearly explained.
5
Information
Users often scroll down product pages to find important information, which isn’t immediately visible and may delay their purchase decision.
6
Friction
Some users click on elements that aren’t interactive. This suggests a mismatch between user expectations and the website’s interactive design.
1
Categories
Many users use the hamburger menu to find what they are looking for, which may mean that the Homepage doesn't make categories easy to find.
2
Choices
On product pages, users need to select the grind type and bag size. However, because there isn't much explanation, it can be hard to understand the differences.
3
Shipping
The free shipping offer on orders over $45 isn’t clearly mentioned on the site. Since it doesn’t appear in prominent areas, many users are likely to miss this benefit.
4
Subscriptions
Around half of users see the subscription option, but few interact with it. One possible reason is that the benefits of subscribing aren’t clearly explained.
5
Information
Users often scroll down product pages to find important information, which isn’t immediately visible and may delay their purchase decision.
6
Friction
Some users click on elements that aren’t interactive. This suggests a mismatch between user expectations and the website’s interactive design.
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Copyright ©️ 2025 PurpleFire - All rights reserved.
Copyright ©️ 2025 PurpleFire - All rights reserved.