Oaktree Memorials partnered with Blend in October 2025 following a CRO Audit, and then moved into an ongoing CRO Implementation Program. Throughout the first six months, Blend focused on improving the eCommerce experience through continuous experimentation, behavioural analysis, and conversion-focused UX improvements. While Oaktree Memorials already had strong purchase intent and emotionally motivated shoppers, the eCommerce journey contained several friction points across navigation, mobile usability, product discovery, and purchase decision-making.

The Problem

Oaktree Memorials did not have a traffic problem. They had a conversion efficiency problem.

Despite steady traffic levels, users were encountering friction at multiple stages of the buying journey:

  • Navigation friction on mobile devices
  • Product discovery inefficiencies on collection pages
  • Decision fatigue caused by large product selections
  • Limited visual guidance for users comparing memorial products
  • Purchase hesitation on PDPs
  • Inconsistent UX performance between desktop and mobile devices

These issues were limiting the brand’s ability to fully convert existing traffic into revenue growth.

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What We Did To Help

The objective of the CRO program was clear:

  • Improve product discovery and navigation
  • Reduce friction across the customer journey
  • Increase trust and decision confidence
  • Improve mobile purchasing behaviour
  • Increase conversion rate and revenue efficiency without compromising the customer experience

The Approach

Over six months, Blend implemented a structured CRO experimentation roadmap focused on reducing friction throughout the eCommerce journey.

Using Shopify Analytics, GA4, heatmaps, session recordings, and behavioural analysis, we prioritised experiments designed to:

  • Improve product discovery
  • Streamline mobile navigation
  • Reduce cognitive overload
  • Increase purchase confidence
  • Improve Revenue per Visitor (RPV)
  • Increase Conversion Rate (CVR)
  • Improve overall revenue efficiency

All tests were prioritised using Blend’s CRO PECTI framework based on impact, confidence, implementation effort, and scalability.

Key CRO Experiments & Wins

Exposing the Search Bar on Mobile

Why we tested it

Users relied heavily on search functionality, but the search experience was hidden behind an icon, adding unnecessary friction on mobile devices.

Results

  • +3.34% increase in Conversion Rate
  • +9.93% increase in Revenue per Visitor

See the full A/B Test case study here.

Improving Collection Page Product Discovery

Why we tested it

Users browsing memorial products often experienced choice overload on collection pages.

What we tested

  • Story widgets
  • Subcategory navigation
  • Visual category treatments
  • Mobile-first collection experiences

Results

Mobile-focused variants delivered:

  • +28% increase in Conversion Rate
  • +12% increase in Revenue per Visitor
  • Estimated +49 additional monthly orders

Leveraging “Best Seller” & “New Arrival” Badges

Why we tested it

We identified that users needed stronger guidance when evaluating memorial products.

Results

  • +7% increase in Conversion Rate
  • +10% increase in Add to Cart Rate
  • Estimated +23 additional monthly orders

See the full A/B Test case study here.

Enhancing Navigation with Visual Category Representation

Why we tested it

Users shopping for memorial products benefited from stronger visual cues during navigation, particularly within urn-related categories.

Results

When isolating high-performing traffic segments:

  • +20% increase in Conversion Rate
  • +15% increase in Add to Cart Rate
  • +4% increase in Revenue per Visitor

Expanding PDP Accordion Navigation

Why we tested it

Users frequently explored multiple categories and memorial types before purchasing.

Results

  • +13% increase in Revenue per Visitor
  • +20% increase in Average Order Value

The Results

The 6-Month Impact

Comparing November 1 – April 30 YoY performance, Oaktree Memorials achieved substantial ecommerce growth across core revenue and conversion metrics.

Overall Performance Growth (6 Months)

  • +28% increase in Online Store Revenue
  • +40% increase in Online Store Orders
  • +33% increase in Conversion Rate
  • +23% increase in Revenue per Session
  • +32% increase in Revenue per Visitor
  • +43% increase in Reach Checkout Rate
  • +4% increase in Sessions
  • 86% A/B Test Win Rate

At the same time:

  • Average Order Value decreased by 10%
  • Add to Cart Rate declined significantly, while checkout efficiency and conversion performance improved overall
  • This indicates that the CRO strategy successfully improved purchase efficiency and customer progression through the funnel, even as purchasing behaviour evolved toward smaller but more frequent orders.

Why Compounding CRO Improvements Matter

Rather than relying on a single major redesign or an isolated “quick win,” Oaktree Memorials’ growth was driven by compounding CRO improvements across navigation, mobile UX, collection pages, and purchase decision-making.

By continuously testing and optimising key customer journeys, Blend Commerce helped Oaktree Memorials significantly improve conversion efficiency, revenue generation, and ecommerce performance within six months.

Oaktree Memorials continues to work with Blend to further scale ecommerce growth through ongoing experimentation and CRO implementation.

In addition to the A/B tests outlined above, dozens of additional CRO, UX, merchandising, navigation, mobile usability, and performance improvements were also implemented and launched throughout the engagement.

Together, these initiatives contributed to a +28% increase in Online Store Revenue, a +40% increase in Orders, a +33% increase in Conversion Rate, a +32% increase in Revenue per Visitor, and an 86% A/B test success rate over the six-month period.

  • 33%

    Increase in Conversion Rate

  • 32%

    Increase in Revenue Per Visitor

  • 86%

    A/B Test Win Rate
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Get in touch with the Shopify CRO experts at Blend Commerce

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Here’s what to expect:

  1. After you get in touch, one of the Blend Directors will reach out within 1 business day.
  2. We'll ask for more detail about your business to assess whether Blend is the right fit, and if not, we'll recommend someone who is.
  3. If it looks like we can help, you’ll be invited to a call to dig into the challenges you’re facing and the numbers behind them.
  4. From there, we’ll outline clear steps to help get things on track.