Fueling Freedom Outdoors: How Soul of Adventure Generated $1.89M in Extra Annual Revenue Through A/B Testing
Fueling Freedom Outdoors: How Soul of Adventure Generated $1.89M in Extra Annual Revenue Through A/B Testing
Fueling Freedom Outdoors: How Soul of Adventure Generated $1.89M in Extra Annual Revenue Through A/B Testing
Fueling Freedom Outdoors: How Soul of Adventure Generated $1.89M in Extra Annual Revenue Through A/B Testing
In just 9 months, Soul of Adventure achieved 9 winning tests and a 23.61x ROI, proving that aligning brand purpose with data-driven optimization delivers scalable growth
In just 9 months, Soul of Adventure achieved 9 winning tests and a 23.61x ROI, proving that aligning brand purpose with data-driven optimization delivers scalable growth
In just 9 months, Soul of Adventure achieved 9 winning tests and a 23.61x ROI, proving that aligning brand purpose with data-driven optimization delivers scalable growth
In just 9 months, Soul of Adventure achieved 9 winning tests and a 23.61x ROI, proving that aligning brand purpose with data-driven optimization delivers scalable growth
9 winners in 9 months
23.61x
Return on investment to date
+$1,891,132.86
Extra revenue generated per year
Overview
Overview
Overview
Overview
Overview
Overview
A general overview of Soul of Adventure
Founded in 2013, Soul of Adventure was created for those who live for the outdoors. Born from a passion for nature and time on the water, SA delivers high-quality, affordable gear designed to keep adventurers protected and comfortable longer. Each product is a tool for experiencing freedom, resilience, and the joy of being alive in the wild, the very heartbeat of SA’s mission.
A general overview of Soul of Adventure
Founded in 2013, Soul of Adventure was created for those who live for the outdoors. Born from a passion for nature and time on the water, SA delivers high-quality, affordable gear designed to keep adventurers protected and comfortable longer. Each product is a tool for experiencing freedom, resilience, and the joy of being alive in the wild, the very heartbeat of SA’s mission.
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:
Variation:
Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:
Variation:
Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:
Variation:
Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:
Variation:
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:
Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
Original:Variation:Category tiles on Homepage
Hypothesis:If we add category tiles to the homepage, it will help users better understand the range of products available, making it easier for them to explore the site.
Goal:Increase CVR and PLP visits.
Results:We increase CVR in +10.4% and PLP visits in +52.7% with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
12,552
-
Variation
+10.36%
12,336
+52.75%
Original:Variation:Adding more images of the product
Hypothesis:Visuals are easier and faster for users to understand and remember than text. Using strong visuals can help communicate key messages more clearly, improve user experience, and keep visitors more engaged.
Goal:Increase CVR and Clicks on Product.
Results:With 100% confidence level we increased the CVR in +5.6%.
Page
Conversion
Rate
Visitor
Count
Product clicks
Original
-
32,924
-
Variation
+5.56%
37,715
+6.61%
Original:Variation:Improve visual of navigation
Hypothesis:If we add visuals to the navigation, users will be able to spot the products they’re looking for more easily, which can improve their browsing experience and lead to higher conversions.
Goal:Increase CVR and PLP visits.
Results:We increased the CVR in +9.6% with 98% confidence level.
Page
Conversion
Rate
Visitor
Count
PLP visits
Original
-
30,962
-
Variation
+9.60%
31,091
+1.68%
Original:Variation:Search bar optimization
Hypothesis:The current search bar is empty, requiring users to think of a product on their own. By adding product suggestions or recommendations, we can guide users, reduce effort, and encourage them to take action.
Goal:Increase use of Search and CVR.
Results:We increased search uses in +56.4% and +2.1% CVR with 100% confidence level.
Page
Conversion
Rate
Visitor
Count
Add To Cart
Original
-
120,428
-
Variation
+2.12%
120,118
+56.36%
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
Relevance
Visitors are skipping the main content on Homepage and going straight to the hamburger menu to find products, showing a gap in relevance.
2
Motivation
Most users stop scrolling at the “Spring Best Seller” section, showing a lack of motivation to explore further.
3
Clarity
Users easily understand what the products are.
4
Navigation
Homepage visitors are quickly moving to collection and product pages.
5
Menu
Simplifying the hamburger menu layout would make navigation easier for users.
6
Users' need
Users land on the product page from the homepage and often move to product pack pages, showing low motivation to convert.
1
Relevance
Visitors are skipping the main content on Homepage and going straight to the hamburger menu to find products, showing a gap in relevance.
2
Motivation
Most users stop scrolling at the “Spring Best Seller” section, showing a lack of motivation to explore further.
3
Clarity
Users easily understand what the products are.
4
Navigation
Homepage visitors are quickly moving to collection and product pages.
5
Menu
Simplifying the hamburger menu layout would make navigation easier for users.
6
Users' need
Users land on the product page from the homepage and often move to product pack pages, showing low motivation to convert.
Get Your CRO Audit Now
Limited to three per week
Remove the guesswork with our database of 143+ brands
Remove the guesswork with our database of 143+ brands
Remove the guesswork with our database of 143+ brands
Remove the guesswork with our database of 143+ brands
Scaling operations on various platforms reach a wider audience. This allows for consistent messaging, fluent branding and operational efficiency.
POWERED BY
ECOMLAB
12 MONTH
GROWTH PLAN
Copyright ©️ 2025 PurpleFire - All rights reserved.
Copyright ©️ 2025 PurpleFire - All rights reserved.