Establishing a Behavioural Diagnosis Framework
Before running a single A/B test, our strategists conducted deep behavioural analysis across the store in our CRO audit. This included reviewing session recordings, analysing scroll depth patterns, identifying hesitation points before add-to-cart interactions, and studying how users interacted with subscription toggles.
We paid close attention to microbehaviours such as repeated scrolling between product details and reviews, cursor pauses near variant selectors, and mobile search usage patterns. These behavioural signals often reveal cognitive friction that analytics dashboards can't capture.
For example, during PDP analysis, we identified that reassurance content was positioned too far from the decision point. It existed, but its placement on screen was hindering it from doing its job properly. Users were scrolling for validation and then returning to the CTA area.
Similarly, users on collection pages showed signs of browsing fatigue in certain navigation layouts, and subscription framing was introduced too late in the buying journey.
This diagnostic stage made sure our roadmap was grounded in behavioural psychology rather than aesthetic preference. We operate entirely on what evidence we have that a change will affect performance - never simply because of how it looks or feels.
Prioritisation Through Structured Governance
Once insights were gathered, we translated them into a prioritised testing roadmap. Rather than implementing every recommendation at once, we modelled impact using a structured scoring approach that balanced costs, impact, time, and other factors. This ensured development capacity was allocated toward initiatives most likely to influence core CRO metrics such as conversion rate, add-to-cart rate, and subscription orders per visitor.
We kept the roadmap dynamic, with results reviewed and reprioritised each month based on performance learnings, creating a living optimisation system rather than a static audit document.
Hybrid Implementation Model
Azuna has a capable internal development team. Rather than operating as an external silo, Blend worked in a hybrid CRO model.
Blend owned:
- Behavioural analysis
- Hypothesis creation
- A/B test structuring
- Statistical validation
- Insight reporting
- Design
Azuna’s team collaborated on:
- Development execution
- GitHub deployment
- QA processes
- Internal implementation velocity
This partnership made for a combination of speed and rigour - just how we like it. It also embedded CRO knowledge internally at the client, strengthening long-term sustainability.
High-Impact Tests That Contributed to 2025 Growth
PDP Variant Selection Optimisation (Desktop)
Through session recordings, we observed hesitation around variant selection on desktop PDPs. The dropdown format required additional cognitive processing and reduced visual clarity.
We hypothesised that implementing swatch-based selection would reduce friction and increase decision confidence. After testing, publishing the swatch variant on desktop devices resulted in:
- +3% in Conversion Rate
- +4% in Revenue per Visitor
- +6% in Subscription Orders per Visitor
This test demonstrated how seemingly minor configuration changes directly influence both conversion velocity and subscription adoption.
Exposing the Search Bar on Mobile
During our audit for the client, we noticed that users who used search could find the product they needed faster, resulting in a conversion rate 63% above the site average. Originally, the search was hidden behind an icon. We hypothesised that this created unnecessary friction, particularly for returning users, as we've seen this tactic work many times on Shopify stores.
After exposing the search bar across mobile pages, the test delivered:
- +2.3% increase in Conversion Rate
- +2.5% increase in Revenue per Visitor
- +6% in Revenue per Visitor for Returning
This insight reinforced a universal truth that you can't always make assumptions on: returning customers behave with intent. Reducing navigation friction accelerates repeat purchase behaviour, contributing to the 7% year-on-year increase in the Returning Customer Rate.
Collection Page Subcategory Optimisation
Looking at busy collection pages we noticed a high potential for overwhelm. We wanted to strategise a way to streamline user search for the product they needed, while communicating with the target audience and making the customer journey more engaging and interactive. We tested different visual layouts for displaying subcategories on collection pages. The winning layout used pills and delivered:
- +5.42% increase in Conversion Rate
- +5.88% increase in Revenue per Visitor
- +14.95% increase in Subscription Orders per Visitor
By improving navigational clarity and reducing browsing fatigue, users moved through the buying journey more confidently. This played a significant role in the +28% increase in Add-to-Cart Rate in 2025.
Highlighting Subscription Benefits
Subscription is central to Azuna’s business model. Rather than simply increasing visibility, we tested reframing subscription benefits around value protection and flexibility. The winning variant delivered:
- +17% increase in Subscription Orders per Visitor
- +32% increase in Subscription Orders per Visitor on Desktop devices
Although short-term revenue metrics may fluctuate during subscription testing due to the pricing structure, long-term recurring revenue strength increased significantly. This was a strategic architecture win, not just a design improvement.
Improving Variant Visibility on Collection Pages
We spent some time analysing heatmaps and screen recordings using Microsoft Clarity to identify friction points for Azuna. We noticed that users frequently interacted with colour variants on collection pages, but the differences between options weren’t always clear, especially on mobile devices. Displaying variant names directly on collection pages reduced ambiguity before PDP entry, which resulted in:
- +4.87% increase in Conversion Rate
- +4.62% increase in Revenue per Visitor
- +4.37% increase in Subscription Orders per Visitor
Reducing pre-PDP uncertainty increased Add-to-Cart velocity and contributed to sustained conversion improvements.
Highlighting a Customer Review on PDP
When analysing this client’s site, we examined heatmap data and found that very few customers reached the reviews at the bottom of the page. This created a visibility gap: high-impact reassurance content existed but was not influencing the majority of decision-making sessions. By positioning a strong customer review closer to the decision point, we reduced the need to scroll to find trust. Results included:
- +4% increase in Revenue per Visitor
- +1.34% increase in Conversion Rate
- +2% increase in Add-to-Cart Rate
This reinforced a recurring theme across the programme: reassurance proximity matters.
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