Bugatti Collections CRO Case Study: Results After 5 Months

The Approach

Blend’s Shopify CRO audit combines quantitative analytics, behavioural research, and heuristic evaluation to identify opportunities for impact on revenue. Our audit for Bugatti Collections included:

Quantitative Performance Analysis (Shopify + GA4)

We analysed:

• Device-level conversion performance
• Landing page conversion breakdown
• Funnel drop-off 
• Search usage and intent behaviour
• Returning vs new visitor revenue contribution

Key Data Findings

During our analysis, we found key data points such as a desktop conversion rate 89% higher than mobile, collection pages with the lowest overall conversion rate, and 27% of site searches resulting in “no results”. We also found that only 13.35% of users scrolled far enough to see key value propositions, and that returning visitors generated 48% of revenue but accounted for only 25% of overall sessions. From here, we could diagnose where revenue leakage was happening.

Behavioural and UX Analysis

Using Hotjar session recordings and scrollmaps, we identified friction patterns, including:

• Mobile CTA overlap blocking the Add-to-Cart
• Subcategories hidden in a horizontal mobile navigation
• Homepage abandonment before users reached category discovery
• Checkout trust elements not positioned near the decision points

These findings provided behavioural evidence as the basis for strategy, progressing it beyond ideas and opinions based on aesthetics or gut-feel.

Heuristic and Competitive Benchmarking

We analysed:

• Shopify benchmark comparisons
• Competitor UX analysis
• Cross-client A/B test performance comparisons
• Conversion best practice reviews across PDP, collection, cart, and checkout

Each recommendation in the audit included a clear hypothesis, an expected impact on the metric, visual examples, confidence ratings, and prioritisation scores. In the final deliverable, we included more than 40 recommendations and a prioritised roadmap.

Strategic Opportunities Identified

From the audit, three high-impact strategic pillars emerged.

Mobile Experience Friction

With 79% of sessions coming from mobile, performance gaps were building up quickly. Our primary opportunities included:

• Redesigning mobile category navigation
• Improving the filter usability
• Resolving CTA overlap issues
• Increasing mobile trust visibility

Improving the mobile experience was the opportunity with biggest impact potential.

Purchase Confidence Gaps

We identified that key value propositions, such as lifetime warranties, free shipping, and 30-day returns, were not positioned prominently enough. Trust elements and clarity were buried below scroll depth thresholds. The opportunities here included elevating the key value propositions above the fold, displaying trust signals closer to the checkout, improving product size clarity, and enhancing visual context through model imagery. These opportunities addressed any hesitation users would have at the decision stage.

Search and Product Discovery Underperformance

Improving the search experience was a clear win. Search users converted 84% higher than the site average, yet only 4.33% of users used the search, and 27% of searches returned no results. High-intent traffic was encountering dead ends. Our recommendations included exposing the search bar on mobile devices, improving the “no results” experience, enhancing subcategory visibility, and improving homepage discovery modules.

Implementation: Client-Led Execution

With the audit, we gave Bugatti Collections wireframe examples, clear hypotheses, structured documentation, and a prioritised roadmap. Equipped with all this, and with an internal team with experience and capabilities in CRO, Bugatti Collections implemented our recommendations themselves, staying in touch with us throughout the process.