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Case Studies:
Real Results from Real Redesigns

Before-and-after teardowns of actual eCommerce product page CRO projects. See which exact changes drove conversion lifts — and the reasoning behind every decision.

📊 3 Case Studies
🔬 A/B tested results
📈 +43% to +127% CVR lifts
Case Study 01
Home Goods · DTC Brand

Kitchenware Brand: CTA Redesign + Trust Restructure

A premium Japanese kitchenware brand with strong organic traffic but a conversion rate of 1.2%. The problem: buyers arrived interested but left unconvinced. A 6-week CRO sprint changed that.

+68%Conversion Rate
+22%Avg. Order Value
-31%Bounce Rate
Before
Before
After
After

Changes Made

  • ✗
    Removed: Competing secondary CTA button ("Save for later") placed at the same visual weight as the primary CTA
  • +
    Added: Star rating + review count directly beneath the product title (was in a separate tab)
  • ↔
    Changed: CTA button colour from light sage to deep forest green (#4a7c59) — 4:1 contrast ratio improvement
  • +
    Added: "Ships today if ordered by 3pm" urgency indicator + free shipping threshold display
  • +
    Added: 3-icon trust strip (Secure checkout · 30-day returns · Handcrafted in Japan) below CTA
  • ✗
    Removed: 6-paragraph text description above the fold — moved to accordion below the CTA

A/B Test Results (4-week run, 95% confidence)

Conversion Rate
2.01% +68%
Add-to-Cart Rate
12.4% +44%
Average Order Value
¥18,200 +22%
Bounce Rate
38.2% -31%
Time on Page
2m 47s +58%
Mobile Conversion
1.78% +92%

Key Learning

The single highest-impact change was moving the review count from a tab to directly below the title. This one change accounted for 38% of the total conversion lift. Reviews that can't be seen can't build trust.

Case Study 02
Fashion · Apparel Brand

Sustainable Apparel: Mobile-First Redesign

A sustainable fashion brand with 78% mobile traffic but a mobile conversion rate of 0.9% vs. 3.4% desktop. A mobile-specific redesign targeting thumb usability and speed closed the gap dramatically.

+127%Mobile CVR
-1.8sPage Load Time
+43%Overall Revenue
A/B Testing Results

Key Changes

  • +
    Added: Sticky bottom CTA bar on mobile (price + "Add to Bag" button) — always visible regardless of scroll position
  • ↔
    Changed: Size selector from dropdown to large tap-target buttons (48px height) — reduced mis-selection errors by 67%
  • +
    Added: "Low stock" urgency indicator — "Only 3 left in size M" — dynamically populated from inventory
  • ↔
    Changed: All images to WebP + lazy loading — page load dropped from 4.6s to 2.8s on 4G
  • ✗
    Removed: Email capture popup that appeared 2 seconds after page load on mobile — was causing immediate bounce

Test Results (6-week run, 97% confidence)

Mobile CVR
2.04% +127%
Mobile Add-to-Cart
14.8% +88%
Page Load (mobile 4G)
2.8s -39%
Session Duration
3m 12s +71%
Return Visitor CVR
4.6% +94%
Monthly Revenue
+$84k +43%

Key Learning

The early-load email popup was causing a 42% immediate bounce on mobile — visitors were being asked to give their email before they'd even seen the product. Removing it alone improved CVR by 31%.

A/B Test Spotlight

CTA Copy: The Test That Surprised Everyone

Simple copy changes on the add-to-cart button produced unexpectedly large results. Here's the test that challenged our assumptions.

A/B Test: "Add to Cart" vs. "Get Yours Now"

Electronics brand · 14-day test · 48,000 visitors · 96% statistical confidence

VERSION A — Control

"Add to Cart"

Standard eCommerce CTA. Transactional tone. Familiar to shoppers. Used by 90% of stores.

3.4%
conversion rate
VS
VERSION B — Winner ✦

"Get Yours Now →"

Personalised, present-tense copy with a directional arrow. Emphasises ownership and urgency without pressure.

3.81%
conversion rate
+12% uplift

Analysis: "Get Yours Now" implies scarcity and ownership. The directional arrow (→) is a micro-UX signal that tells the brain "there's a clear next step." "Get" is active — "Add" is passive. These small psychological nudges compound to produce measurable results.

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