How We Improved Aeromotive's CRO Performance
Phase 1: Shopify Migration (Foundation)
To truly understand the metric changes for 2025 compared to 2024, we need to revisit all the improvements we made when we started working with Aeromotive in 2024. The replatform created the base required for long-term performance:
- A more modern UX and clearer navigation patterns (especially mobile-first navigation)
- Stronger product page structure to support research-led decision-making
- A roadmap for continued speed and performance improvement
- Improved merchandising flexibility and compatibility-led discovery tools (e.g. Pump Finder)
This foundation mattered because long-term CRO is difficult to sustain if teams can’t iterate quickly, templates don’t support testing, or users still face structural friction.
Phase 2: Always-On CRO Program (Continuous Optimisation)
After launch, our ongoing CRO support ran as a structured loop:
- User testing with UserFeel to identify real-world confusion, hesitation, and missing information
- A/B testing to validate high-impact hypotheses and avoid “guess-based” optimisation
- Direct implementation to roll out improvements faster across core templates
- Continuous performance analysis to ensure improvements were tied to outcomes, not opinions
These processes have been ongoing, and our work with the brand continues this year.
A/B Test Wins
Make Value Propositions Visible Earlier on Mobile Devices
Mobile users often land with high intent but low patience. If key benefits sit too low on the homepage, users need to scroll before they understand why Aeromotive is worth buying from, which increases early drop-off.
Hypothesis
Moving the key values/benefits banner higher on the mobile homepage would reduce orientation friction, increase downstream exploration, and improve conversion efficiency.
Test Results
- +14.91% increase in Conversion Rate
- +15.26% increase in Revenue per Visitor
- +3.91% increase in visits to PDPs
- +12.41% increase in Clicks on the Cart Icon
- +11.44% increase in Clicks on the Hamburger Menu
Why it Worked
This reduced time-to-confidence. By surfacing credibility and purchase reassurance earlier, more mobile users engaged with the site and progressed to shopping actions rather than bouncing or delaying.
Reduce PDP Purchase Friction on Desktop with a Sticky Add to Cart
On technical product pages, desktop users often scroll through specs, fitment information, and supporting content. When the primary CTA disappears, users have to “hunt” to purchase, adding friction at the moment of intent.
Hypothesis
Keeping the Add to Cart CTA visible on desktop devices alongside the product name and price would reduce friction, improve funnel progression, and increase Revenue per Visitor.
Test Results
- +69% increase in Revenue per Visitor
- +4% increase in Begin Checkout Rate
Why it Worked
This improved monetisation of high-intent traffic. The combination of higher revenue per visitor and a stronger rate of checkout initiation suggested that the sticky CTA helped motivate users to act faster, with fewer interruptions in the decision flow.
Help Users Commit Faster by Highlighting In-Stock Products
In-stock clarity matters more than many brands realise. If users repeatedly evaluate products they can’t purchase immediately, it increases frustration and creates “false browsing” that doesn’t convert.
Hypothesis
Highlighting “In-Stock Only” products more prominently on collection pages would speed up decision-making, reduce wasted browsing, and increase add-to-cart and checkout progression.
Test Results
- +2.33% increase in Conversion Rate
- +8.04% increase in Clicks on Add to Cart
- +19.71% increase in Checkout Visits
Why it Worked
Users reached purchasing actions faster as users didn’t need to open as many PDPs to confirm availability, and they moved from discovery to checkout with less friction.
Make Pump Finder Unmissable on Mobile Collections and Search
On mobile, compatibility-led discovery tools often get buried. If Pump Finder (a key onsite tool that helps users quickly find the right product) isn’t immediately visible, users are forced to resort to manual browsing and filtering, which increases drop-off and slows purchase progression.
Hypothesis
Displaying Pump Finder as a sticky CTA on mobile collection pages and search results would increase tool usage, help users find compatible products faster, and improve conversion and checkout completion.
Test Results
- +69.25% increase in Conversion Rate
- +18.72% increase in Revenue per Visitor
- +56.27% increase in Clicks on Add to Cart CTA
- +15.4% increase in Total Revenue
- +13.4% increase in Average Order Value
- +12.95% increase in Add to Cart Rate
- +42.8% increase in Cart Completion Rate
Why it Worked
This test reduced decision friction by turning Pump Finder into the default path. Customers needed less browsing because the site helped them get to the right product faster.
Re-Engage High-Intent Users with “Recently Viewed Products”
Returning users often have higher intent and want to resume the journey quickly. Without a clear “pick up where you left off” moment, they rely on search or navigation and can drop off if re-entry is too slow.
Hypothesis
Adding a “Recently Viewed Products” carousel near the fold would reduce re-entry friction, re-engage returning users faster, and increase conversion and order value.
Test Results
- +44.31% increase in Conversion Rate
- +191.8% increase in Average Order Value
- +245.24% increase in Total Revenue
- +206.06% increase in Revenue per Visitor
Desktop saw a +125.55% increase in Conversion Rate and a +459.23% increase in Total Revenue, while mobile saw a +176.27% increase in Average Order Value and a +133% increase in Total Revenue.
Why it Worked
It reduced re-entry effort for high-intent users, making it easier to continue shopping and purchase more confidently.
Direct Implementation Tasks
PDP Confidence and Product Evaluation
Increased Zoom Icon Size
Users need to quickly review details, especially with a brand like Aeromotive. When this is challenging, hesitation increases and “research-first” users delay purchasing.
Add Video to Gallery
Video compresses the research cycle and answers questions visually, building confidence faster than text alone.
Optimise Specifications Display on Mobile
If technical information feels overwhelming on mobile, users bounce. Digestible specs keep users moving toward purchase.
Discovery and Navigation
Display Recently Viewed Products Below the Grid
Returning users convert when re-entry is easy. Recently viewed reduces effort and helps them resume faster.
Custom Search Bar Copy with a Saved Vehicle
Search is the fastest path for high-intent users. Reinforcing saved context improves discovery speed and reduces mismatch risk.
Mobile Filter/Sort Improvements on Collection Pages & Search
Better filtering reduces “endless scrolling” and helps users pinpoint the right product faster.
Cart and Checkout Progression
Optimise Empty Cart
An empty cart is a high drop-off state. Turning it into a recovery moment by featuring products and collections helps users keep shopping rather than exit.
Display Trustworthy Elements Prominently at Checkout
This implementation was based on user testing. The checkout is where anxiety spikes and trust cues reduce second-guessing and prevent last-minute abandonment.
Value Communication
Display Free Shipping on Qualifying Products
The brand has a free shipping threshold, and by displaying free shipping on qualifying PDPs, reducing shipping uncertainty, and providing clear qualification rules, hesitation was reduced.
Implement Progress Bar for Free Shipping
Progress bars in carts create a clear goal and encourage customers to add more products, boosting Average Order Value.
Feature Reviews on the Homepage
Early social proof reduces doubt and increases exploration and purchase intent.
Long-Term Learning Loop
User Testing with UserFeel
User testing reveals why customers hesitate or get stuck, uncovering friction that analytics can’t fully explain.
CRO Insights
We conducted an additional CRO Audit for the brand during ongoing optimisation to ensure we covered all topics and data. Long-term CRO works best when prioritisation is systematic, ensuring the highest-impact work gets implemented first.
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