When brands come to Blend, they’re often looking for clarity. They want to know what’s holding back conversions, how to lift revenue per visitor, and where user experience is failing their customers. The first step is always a CRO Audit. Why? Because our data-driven audits provide an overview of the brand, their audience, how the site functions, including third-party apps, and where the blockers are for customers when they make their purchasing decisions. It then allows us to provide recommendations on a way forward to increase multiple conversion rate metrics. But the real magic happens when those audit recommendations are implemented through our CRO or CRO Plus programs.

The Problem

Azuna began working with Blend in January 2025, starting with their CRO Audit. We analysed Shopify Analytics and Google Analytics 4 (GA4) to discover insights into the customer journey and guide recommendations that fit the client’s audience specifically. 

We noted that 86.1% of visitors were accessing the site from mobile devices. This finding drove the focus on mobile optimisations while keeping desktop optimisations active, too. We also noted that 55% of users paid via ShopPay, which was only accessible at checkout and not promoted elsewhere on site. Other key insight was that users who engaged with the search functionality on-site converted at a rate 63% higher than the site average, yet only 0.89% of users used it. 

These were just three of the many insights that informed over 50 recommendations in our CRO Audit. While our hypotheses were backed by data, we acknowledged the need to validate certain ideas through A/B testing. Each recommendation was grounded in a combination of behavioural data, best practice, and a clear understanding of friction points in the user journey, with a focus on measurable metrics like conversion rate, revenue per visitor, and average order value.

jump to results

What We Did To Help

The Approach

Before we run any test, we measure the potential impact of all recommendations using our proprietary PECTI framework, which looks at five conversion levers:

P – Proof: What evidence do we have that this test will work? (e.g., past test results, industry benchmarks, qualitative insights)

E – Ease: How complex is the implementation? Does it require extensive development work?

C – Cost: What is the financial investment required? This includes design, development, and third-party app costs.

T – Time: How long will it take to see measurable results?

I – Impact: What is the potential uplift in conversion rate, AOV, or revenue per visitor?

This process allows us to identify friction points, missed opportunities, and underutilised design elements. It’s about understanding what your customers need to see, feel, and believe in order to convert. 

Through our CRO Program or CRO Plus Program, we prioritise and implement A/B tests that are most likely to move metrics. Below, you’ll find two micro case studies that capture the power of the first few tests for this client.

Product Options Swatches vs Dropdowns

Azuna, a wellness brand, had a product selection process that was visually limited and potentially confusing (especially for new users). The original layout forced users to rely on dropdowns to make selections, making it harder to compare options visually. 

With too many choices presented poorly, customers weren’t converting as efficiently as they could on the product detail page. We hypothesised that a visual swatch selector would simplify the experience, boost decision confidence, and lead to higher conversions. 

The Test:

  • Original: Dropdown selection
  • Variant 1: Visual swatches
  • Variant 2: Alternative dropdown format

We tested across desktop and mobile, then zeroed in on the desktop-specific results, setting Variant 1 live on desktop devices only.

Results:

  • +3% Conversion Rate
  • +4% Revenue per Visitor
  • +6% Subscription Orders per Visitor
  • +4% Profit per Visitor
  • +3% Subscription Revenue per Visitor

Want the full details on this one? Read the micro case study.

Exposing the Search Bar on Mobile

With over 80% of visitors visiting the site on mobile devices, and considering users who utilised the search bar had a much higher intent to purchase and, thus, a higher conversion rate than the site average. Our theory was that by improving the accessibility of the search bar and exposing it instead of displaying the icon, conversion rate metrics would increase. 

The Test:

  • Original: Search icon in the navigation bar
  • Variant 1: Exposed search bar

We tested this on mobile only to achieve a smoother customer journey on small devices and set Variant 1 live with excellent results.

Results:

  • +2.3% Conversion Rate
  • +2.5% Revenue per Visitor
  • +2.67% Profit per Visitor

Need to know what this test looked like? Read the micro case study.

The Results

While A/B test results are great to look at, the implemented changes have long-term impacts on how users navigate the site and find what they need, as well as increasing the time it takes them to make purchasing decisions. We analysed the long-term metric growth of these implementations by looking at the months of February and March (just after implementation), compared to the previous period as well as the previous year and found a remarkable uplift in the conversion metrics below, among others.

  • +7%

    Increase in Conversion Rate compared to previous period

  • +29%

    Increase in Completed Checkout compared to previous period

  • +29%

    Increase in Conversion Rate compared to previous year
Ready for Results

More Case Studies

GET IN TOUCH

Let’s talk about your business.

GET IN TOUCH

Let’s talk about your business.

hello@blendcommerce.com