Hypothesis

What the Data Told Us

During our CRO Insights, we identified the key value proposition section as a high-impact area for optimisation. While the brand had already implemented improvements using Shopify’s native theme features, we hypothesised that further refinement could deliver additional performance gains.

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A/B Test

What We Did

Our hypothesis was that by enhancing the clarity and visual impact of the value propositions, customers would more quickly recognise the brand’s core benefits and feel more confident proceeding through the buying journey. We tested a new variant of the section against the original with a clearer layout and measured performance across conversion-related KPIs including Conversion Rate, Add to Cart Rate, and Subscription Revenue.

The Results

The results showed significant improvements across the board. Variant 1 outperformed the original with an 11.93% uplift in Revenue per Visitor, a 6.41% increase in Conversion Rate, and an 8.35% boost in Add to Cart Rate. Subscription metrics were particularly impressive, with a 48.33% increase in Subscription Orders per Visitor and a 42.91% rise in Subscription Revenue per Visitor. With statistical significance achieved, we implemented Variant 1 permanently.

  • 11.93%

    Increase in Revenue per Visitor

  • 6.41%

    Increase in Conversion Rate

  • 42.91%

    Increase in Subscription Revenue per Visitor
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