From Scratch to Scale: How a Pet Brand for Dog Moms Turned Insight Into $690K in Annual Gains - PurpleFire.io | Full-Service Growth Marketing Agency for E-Commerce

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From Scratch to Scale: How a Pet Brand for Dog Moms Turned Insight Into $690K in Annual Gains

5 winning tests in 4 months, 28.02x ROI, and $690K in annual revenue, achieved through data-driven CRO and a customer-first redesign.

CLAIM YOUR GROWTH PLAN

5 winners in 4 months

28.02x

Return on investment to date

+$690,843.05

Extra revenue generated per year

Overview

A general overview of Perfect Paw Store

The brand primarily targets middle-aged women in the U.S. and Canada who own dogs. At the start of the project, there were no brand or design guidelines in place, and the website had never been optimized for conversions. However, the company was open to running a customer survey to gather insights. With a clear short-term goal to improve the site’s design and branding, the focus was on increasing both the conversion rate and the average order value through a strategic, data-informed approach.

A general overview of Perfect Paw Store

Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:

Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:

Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:

Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:

Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
Original:
Variation:
Category tiles on Homepage
Hypothesis:
Highlighting top-selling products at the top of the homepage will improve user awareness of the product range, leading to increased engagement with product pages (PDP visits) and higher add-to-cart rates.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 98.7% confidence level we increase the CVR in 16.6%.
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
5,134
-
Variation
+16.62%
5,132
+25.80%
Original:
Variation:
Infinite scroll & Social proof
Hypothesis:
Adding infinite scroll and visual cues such as reviews, bestseller tags, and discount highlights will create a social media-like experience that increases product discovery, conversion rate, PDP visits, and add-to-cart actions.
Goal:
Increase CVR and Add to Cart rate.
Results:
With 97% confidence level we increased the CVR in +27%.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
690
-
Variation
+26.97%
704
+12.22%
Original:
Variation:
Sticky Add to Cart
Hypothesis:
Making the Add to Cart button sticky and adding an Edit shortcut will improve accessibility and ease of use, keep the call to action visible, and allow quick adjustments, which will increase engagement, add-to-cart actions, and conversion rate.
Goal:
Increase CVR and Add to Cart rate.
Results:
We increased CVR in 7.8% and Add to Cart rate in 7.5% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
7,431
-
Variation
+7.82%
7,461
+7.52%
Original:
Variation:
Exposed Navigation Bar
Hypothesis:
Making the navigation menu always visible on desktop will make it easier for users to explore the site, leading to more visits to product pages, and by doing so increase CVR.
Goal:
Increase CVR and PDP visits.
Results:
With 100% confidence level we increased PDP visits in 92% and CVR in 10.9%
Page
Conversion
Rate
Visitor
Count
PDP visits
Original
-
2,019
-
Variation
+10.92%
2,006
+91.86%
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.

Engagement

50% of users reach the end of the main content, while 33.4% scroll to the bottom of the page, indicating solid content engagement with some drop-off before the footer.

Heatmap

Most clicks are on the main CTA and hamburger menu, showing limited interactive elements on the page.

Key pages

The homepage receives the most traffic, accounting for 4.8% of all sessions, with an average engagement time of 1 minute and 2 seconds.

Scrollmap

50% of visitors drop off at the Add to Cart CTA, and 75% exit in the next fold. Only a small number reach the product description section.

Accessibility

The Add to Cart button and size guide are hard to access due to long scroll length, reducing ease of action for users.

Relevance

The product page accounts for 45% of total views and 55% of sessions. User flow shows frequent back-and-forth between product pages, with limited navigation to collection pages.