With traffic too low for reliable A/B testing, Six Brothers Beef needed an evidence-led implementation programme that could improve conversion while building a clearer ecommerce journey.

The Problem

Six Brothers Beef was developing a newer Shopify sales channel and needed to turn modest traffic into more productive customer journeys. Because the available volume was too low for A/B tests to reach statistical significance in a useful timeframe, Blend used audit evidence, behavioural hypotheses and relevant benchmark learnings to prioritise direct implementation. The engagement began with one month of implementation, paused, and later resumed for a further phase. Across the six-month performance window, revenue increased by 52%, revenue per session by 32% and conversion rate by 24%.

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What We Did To Help

The Insight

Six Brothers Beef entered the engagement with a clear commercial aim: build a stronger ecommerce channel around premium, ranch-to-table products. The challenge was not simply attracting more visitors. The store needed to help customers understand the offer, find relevant products and feel confident enough to buy.

Blend’s CRO Audit & Roadmap identified connected friction across the journey. Important reassurance was not always prominent near the buying point, mobile product exploration could be easier, search was hidden inside the mobile menu, key categories were not surfaced early enough and common customer questions were not answered prominently on the homepage.

Taken together, these issues made customers work harder to orient themselves, assess the products and choose their next step. For a premium food brand, where shoppers cannot inspect the product in person, that extra effort can weaken purchase confidence.

The Hypothesis

Blend’s hypothesis was that clearer discovery and stronger decision support would improve progression through the funnel. More accessible navigation and search could help customers reach the right products. Better imagery, reassurance and category visibility could make the range easier to understand. Prominent answers to recurring questions could remove uncertainty before shoppers reached the purchase stage.

The recommendations were prioritised by likely commercial impact, confidence in the evidence and implementation effort. This followed the principles behind Blend’s PECTI prioritisation framework, keeping the programme focused on changes most likely to help the customer journey.

Why Direct Implementation Was the Right Approach

Six Brothers Beef did not have enough traffic for conventional A/B tests to reach statistical significance within a commercially useful timeframe. Running underpowered experiments would have delayed improvements without producing dependable answers.

Blend therefore treated each recommendation as a structured hypothesis and moved into direct implementation. Every change was tied to an identified customer problem, supported by audit findings or relevant prior learnings, and reviewed through design, development and quality assurance before release. The work remained evidence-led without presenting the outcome as controlled test proof.

Implementation Across Two Phases

The programme began with one month of ongoing CRO implementation, followed by a pause before work resumed. The six-month label describes the measurement window, not six uninterrupted months of implementation.

In the initial phase, Blend focused on improving product confidence and site orientation:

  • PDP value propositions: Brand and product reassurance was placed closer to the purchase area, including clearer messaging about the meat being antibiotic and hormone free.
  • Mobile image thumbnails: Product galleries became easier to scan and control on smaller screens through clearer thumbnails, spacing and active-image states.
  • Sticky desktop navigation: Customers retained access to the main navigation while moving through longer pages, reducing unnecessary backtracking.

After the pause, Blend resumed with changes aimed at helping customers discover products and resolve common questions earlier:

  • Exposed mobile search: A visible search bar replaced the need to open the mobile menu before searching, making a high-intent action easier to access.
  • Homepage FAQs: Frequently raised customer questions were brought onto the homepage to address uncertainty earlier, with content manageable through Shopify.
  • Earlier category visibility: Key product categories were surfaced higher on the homepage with direct, crawlable collection links, helping customers reach relevant ranges sooner.

The resumed strategy work also clarified the next commercial priorities: promoting higher-margin bundles, improving subscription messaging and strengthening education around shipping, portions, product benefits and certifications. These recommendations were added to the roadmap, but work that had not gone live within the measurement window is not presented as implemented.

Why It Mattered

The combined approach supported the journey from first orientation to checkout. Customers had clearer routes into the catalogue, better access to product information and fewer reasons to pause while looking for reassurance. Just as importantly, the programme gave Six Brothers Beef a prioritised CRO roadmap that could keep evolving as traffic and ecommerce maturity increased.

The Results

The six-month Shopify comparison covered 23 February to 23 August 2026 against the preceding six-month period. Human sessions increased by 15%, while revenue increased by 52%, revenue per session by 32% and conversion rate by 24%. Reached Checkout Rate increased by 29% and Added to Cart Rate by 10%.

The relationship between traffic and commercial performance is the most useful signal. Revenue grew substantially faster than sessions, while both conversion rate and revenue per session improved. This suggests the store became more effective at turning demand into purchase progression, rather than growth being explained by traffic alone.

The data also identifies the next opportunity. Average order value decreased by 3% and Completed Checkout Rate decreased by 9%, despite more customers reaching checkout. That pattern suggests the discovery and consideration stages strengthened while basket value and final checkout completion still required attention. The 10% increase in quantity ordered per order provides a useful counterpoint, indicating that customers bought more units even though the average monetary value of each order was slightly lower.

These are aggregate period-on-period results rather than controlled experiment outcomes. They also include the pause between implementation phases and can reflect wider trading conditions, so the changes should not be treated as proof that CRO work alone caused every movement. Even with those limits, the results support Blend’s decision to use evidence-led direct implementation when traffic made reliable A/B testing impractical, while giving the next phase a clear set of commercial priorities.

  • 52%

    Increase in Revenue

  • 32%

    Increase in Revenue per Session

  • 29%

    Increase in Reached Checkout Rate
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