We started working with Titan Casket on a Redesign and Build of their website in October 2020. Following the go-live, they opted for our Design and Development Maintenance package as they wanted a skilled team on hand to implement new features and functionality, making the customer journey seamless. Following a rebrand three years later, Blend completed another Redesign Build and additional design and development maintenance once their new rebranded website went live. Towards the end of 2024, we conducted CRO Audit and Roadmap, and we began working on our CRO Program, implementing the highest priorities to drive overall Revenue and Conversion Rate.

The Problem

When a loved one passes, it’s a challenging time, and it can be overwhelming to organise what comes next. Titan Casket is a market disruptor, emerging in a space that historically didn’t exist. They wanted to provide customers with a unique, supportive experience when purchasing caskets, allowing customers to purchase these products from the comfort of their home instead of visiting a funeral home. Additionally, Titan Casket offers an affordable alternative from purchasing directly from funeral homes.

Titan Casket was seeing movement in its products and was making great strides in the eCommerce business. However, they wanted to learn more about their customers and their behaviour and use this data to drive their decisions by way of A/B tests and direct improvements onsite. Their goal was to gain even more momentum and market share as they become high competitors for large funeral homes.

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What We Did To Help

The Approach

While we’ve been working with Titan Casket for a long time, and as Blend has niched down in the CRO space, we offered Titan Casket a CRO Audit, which would allows us to approach the store from an external, data-driven perspective, giving us an overview of the store, its customers, and the data behind what made the audience purchase. 

Conducting the CRO Audit allows us to analyse the data and provide recommendations based on this, before organising these recommendations by priority 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 audit 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. 

With Titan Casket, we found that even though only 24.8% of customers accessed the site from desktop devices, the conversion rate was 148% higher than mobile devices. We also found that new visitors accounted for 87% of site visits. Armed with this data and following our deep analysis, we were able to provide over 50 recommendations, including improvements for immediate implementation as well as a long list of A/B tests. These improvements included correcting any functionality challenges highlighted during the audit as well as adding a size guide to the product detail page.

Following the CRO Audit, they opted into our CRO Program. Through our CRO Program, we prioritise and implement A/B tests that are most likely to improve metrics.

We also conducted multiple A/B tests, which included the following:

Buy Now vs Pre-Plan Structure

Titan Casket offers a unique pre-plan structure that allows customers to prepare in advance for a future event - one that’s inevitable for us all. What customers see on the product detail page plays a critical role in their decision to purchase. The layout and clarity of the information, especially around buying options, can have a significant impact on conversion.

For this test, we replaced the existing tabbed layout with an open-structure format that clearly presented the benefits of both the 'Buy Now' and 'Pre-Plan' options side by side. This more transparent presentation helped customers compare and choose the option that best suited their needs without having to click between tabs.

The Test:

  • Original: Tabs
  • Variant 1: Open-Structure Layout with clearly presented benefits for both purchasing options

After two weeks of testing using Shoplift, we saw a substantial uplift in key performance metrics.

Results:

  • +24.6% Conversion Rate
  • +2.7% Average Order Value
  • +27.9% Revenue per Visitor

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

Displaying Reviews on Product Cards in Collection Pages

Customer reviews play a key role in building trust and enhancing perceived value, especially for high-consideration purchases like caskets. To test the impact of added social proof, we introduced review displays directly on product cards within the collection pages.

The Test:

  • Original: No reviews
  • Variant 1: Star ratings and review counts are displayed on product cards in collection pages

This simple visual cue gave potential customers immediate reassurance and reduced friction in the browsing experience. After two weeks of testing, the results were clear:

Results:

All Devices

  • +23.2% Conversion Rate
  • +73.5% Average Order Value
  • +113.7% Revenue per Visitor

Mobile

  • +69.9% Conversion Rate
  • +153.9% Average Order Value
  • +331.4% Revenue per Visitor

Desktop

  • +3.1% Conversion Rate
  • +55.6% Average Order Value
  • +60.4% Revenue per Visitor

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

The Results

In just three months on our CRO Program, Titan Casket has already experienced measurable growth across key metrics. From on-site optimisations to strategic A/B testing, each improvement has contributed to stronger performance.

While the gains so far are encouraging, CRO is an ongoing process, and we're just getting started. We’re excited to continue driving meaningful growth for Titan Casket in the months ahead.

  • +8%

    Increase in Average Order Value compared to the previous period

  • +7%

    Increase in Conversion Rate compared to the previous period

  • +10%

    Increase in Total Sales compared to the previous period
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