Insight

Priority Product Paths Were Hidden

In our CRO audit for the brilliantly named Doctor Pooper, we found the homepage was not giving shoppers a clear route into the most commercially important product and collection paths.

Category pages were getting very little traffic, while most meaningful engagement was directed towards PDPs - a common pattern. It told us the homepage needed to work harder as a guided shop window, not just a brand entry point. High-intent routes such as Drain Fly Killer, Drain Field Cleaner, Septic System Cleaners, Household Cleaners and Bundles were not prominent enough above the fold.

From a CRO perspective, this created unnecessary navigation friction and delayed product consideration.

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Variant 1

Subcategory Visibility Above the Fold

We ran an A/B/C test against the original homepage to optimise website navigation.

Our hypothesis was that clearer subcategory pathways would help shoppers find relevant products faster, increasing conversion rate, revenue per visitor and progression to PDP, add to cart and checkout.

Variant 1 introduced subcategory pills to highlight key product categories.

Variant 2

Story Widgets

Variant 2 used a story widget format, adding an image for each category to help users parse the product even more quickly.

The Results

Both variants improved performance versus the control, but Variant 2 created the strongest behavioural shift.

The story widget format didn't just drive more browsing; it helped users move more directly towards relevant PDPs. That was shown by the increase in view PDP rate alongside a decrease in view collection page rate, suggesting shoppers were bypassing broader category exploration and finding clearer routes straight to purchase.

This is an important distinction: the win came from reducing decision friction, not adding more content for users to click.

Variant 2 also performed consistently across desktop and mobile, which gave us and the client more confidence that the result was driven by clearer merchandising and information hierarchy rather than just layout changes specific to one device. After two weeks, the test approached statistical significance, supporting a permanent rollout.

  • 44%

    increase in conversion rate

  • 41%

    increase in revenue per visitor

  • 37%

    increase in checkout begin rate
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