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The Compounding Power of CRO: 6.23x ROI Through Low-Risk, Data-Driven Optimizations

How we achieved 6 test wins with Sports and fitness Exchange, 6.23x ROI, and over $560K in added annual revenue through CRO

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6 winners in 6 months

6.23x

Return on investment to date

+$560,577.00

Extra revenue generated per year

Overview

A general overview of Sports & Fitness Exchange

Sports & Fitness Exchange is Phoenix’s go-to destination for affordable, commercial-grade fitness equipment. With over a decade of experience as liquidators for top brands, the store offers new and gently used gear at unmatched prices. Focused on durability and value, SFE supports everyone from home fitness enthusiasts to large-scale gyms looking to build or upgrade without overspending.

A general overview of Sports & Fitness Exchange

Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:

Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:

Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:

Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:

Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
Original:
Variation:
Collections page redesign
Hypothesis:
If the collections page is redesigned to enhance visual hierarchy, refine filter functionality, and improve product discoverability, then users will engage more effectively with the content, leading to increased conversion rates and revenue per visitor.
Goal:
CVR and Revenue per Visitor.
Results:
With 87.59% confidence level, we achieved +199.03% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,557
-
Variation
+199.03%
1,562
+369.99%
Original:
Variation:
Include images on the menu subcategories
Hypothesis:
If images are added to menu subcategories, then site usability will improve, making it easier for users to find what they need, which is expected to increase conversion rates.
Goal:
CVR and Revenue per Visitor.
Results:
With 94.18% confidence level, we achieved +218.27% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
692
-
Variation
+218.27%
761
+17.71%
Original:
Variation:
Improve search box visibility
Hypothesis:
If the search box’s visual hierarchy and boundaries are improved, then more users will engage with internal search, leading to better product findability and increased conversions.
Goal:
CVR and Revenue per Visitor.
Results:
With 90.95% confidence level, we achieved +88% increase in CVR.
Page
Conversion
Rate
Visitor
Count
Revenue per Visitor
Original
-
1,089
-
Variation
+88%
993
+105.42%
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.

Value

The homepage lacks a strong, clear value proposition. The current messaging is too generic and key selling points are hidden or placed in low-visibility areas.

Discovery

The collections page offers limited filtering and uses unclear terminology, which makes product comparison harder. This may cause decision fatigue and decrease conversion rates.

Messaging

Homepage and product pages fail to communicate persuasive benefits or create urgency. Important copy is placed in low-attention zones, reducing its impact.

The search box is not visually prominent, despite being a high-performing feature across e-commerce sites.

Trust

Risk-reducing elements like return policy and free shipping are not easily visible. This lack of clarity can increase perceived risk and reduce purchase confidence.

Hierarchy

On the Homepage, important elements like product categories and USPs are not clearly prioritized, making it harder for users to navigate and engage.