The Approach
Purchasing ignition components requires certainty and small moments of friction or doubt can quietly suppress conversion.
Blend’s CRO Implementation Program introduced a structured cadence of behavioural analysis, prioritised experimentation, and iterative rollout over 12 months. Rather than isolated improvements, the focus was on compounding gains across the buying journey.
Throughout the program, we used:
- Continuous quantitative analysis to identify drop-offs, segment behaviour, and prioritise high-impact opportunities using PECTI scoring.
- Heatmaps and session recordings to uncover hesitation patterns, rage clicks, and missed UI elements.
- Ongoing A/B testing to validate hypotheses and refine the experience based on statistically significant behaviour shifts.
- QAQC-led development to ensure each iteration was cleanly implemented and measurable.
From early performance deep-dives, several structural levers emerged that shaped the 12-month roadmap.
Make the “Add My Vehicle” the Backbone
PerTronix customers typically know the vehicle they are shopping for. However, that relevance was not consistently reinforced across the site.
We strengthened education and prompts around vehicle selection, extended “Garage” functionality beyond the homepage into collections and PDP surfaces, and used high-exit moments, such as empty-cart behaviour, to nudge users to anchor their journey to a vehicle rather than abandon it.
Why it matters
When relevance is reinforced consistently, cognitive load drops. Anchoring the journey to a specific vehicle reduces second-guessing and improves both conversion rate and revenue per visitor over time.
Fix the ‘Verify Fitment’ Friction
Fitment analysis revealed that many users were not verifying compatibility on PDPs. This created silent uncertainty at high-intent stages of the journey.
We redesigned fitment prompts to make verification more visible, reduced layout friction, clarified non-match messaging, and refined CTA language so verification felt like a quick confirmation rather than an interruption.
Why it matters
High-intent friction often hides in small UI decisions. Removing micro-friction close to purchase frequently produces disproportionate gains in conversion performance.
Improve Discovery for High-Intent Returning Users (A/B Test)
Behavioural segmentation uncovered an important insight: returning visitors represented 23% of sessions but drove 43% of total revenue.
Session analysis showed these users relied heavily on site search to quickly locate specific SKUs, yet search was not consistently accessible across mobile pages.
Hypothesis
Exposing the search bar across mobile pages would reduce navigation friction for returning visitors and improve revenue-driving behaviour.
Test Results
Across all users:
- +22.2% increase in site search queries
- +47.6% increase in clicks on recommended search result products
- +2.49% increase in Add to Cart clicks
Among returning visitors:
- +45% increase in Average Order Value
- +46% increase in Revenue
- +34.5% increase in Average Purchase Revenue per User
Variant 1 reached statistical significance and was launched.
Why it worked
Returning users are not browsing; they are executing. Making search immediately accessible reduced task friction and improved monetisation among the highest-value cohort.
Lift Order Value Through Smarter Merchandising
To strengthen post-PDP decision support, Blend implemented Rebuy-powered product recommendations.
Rather than generic placements, recommendations were positioned strategically to:
- Reinforce fitment confidence
- Surface complementary ignition components
- Reduce decision paralysis
- Encourage higher basket value
In a technical category, contextual merchandising functions as reassurance as much as upsell. Showing what naturally goes together reduces uncertainty and increases order value over time.
Why it matters
Order value growth in complex ecommerce rarely comes from aggressive upselling. It comes from increasing confidence and clarity at decision points.
Built Confidence and Trust Across the Full Funnel
Early analysis showed trust signals were inconsistently surfaced across the site. Reviews were visible on PDPs, but many users never reached those sections. Warranty clarity, return reassurance, and support information were often buried beneath layers of navigation.
In a technical category, uncertainty compounds quickly. If reassurance is not present at the exact moment doubt appears, hesitation increases.
We systematically expanded confidence cues across high-friction decision points by:
- Surfacing review content earlier in the journey
- Positioning warranty and risk-reduction messaging closer to Add to Cart
- Embedding educational content that addressed pre-purchase concerns before they stalled checkout
Why it matters
In performance parts ecommerce, trust is not a branding layer; it is a revenue driver. The faster customers feel confident they are buying the correct part, with support if needed, the faster they convert. Confidence reduces hesitation. Reduced hesitation increases revenue per visitor.
Stone Creek Coffee
TEKLED
