We initiated optimisation efforts for a reputable health and wellness brand that has been in business since 2018. Recognised as a category leader, the brand acknowledged that it had become complacent over the years, resulting in a subpar customer journey and below-average conversion rates.

The brand recognised the need to enhance the efficiency of its shopping experience to remain competitive amidst rising advertising and operational costs. A comprehensive full-site CRO audit revealed that several factors contributed to unnecessary friction in the customer journey, leading to high drop-off rates at the top of the sales funnel.

Based on our audit findings, we identified over 20 customised ideas and optimisation points aimed at reducing friction throughout the customer journey. We hypothesised that by implementing subtractive optimisation to address these issues, we could achieve a positive lift in key performance indicators (KPIs) across the funnel.

After being engaged, we duplicated the website theme and began implementing our proposed changes. Once the new theme was prepared, we conducted a split test, selecting a specific holdout segment of users to measure the impact on the homepage-to-checkout purchase journey. This approach allowed us to balance the desire for quick results with the potential risks involved.

Upon concluding the experiment and analysing the segmented data, we discovered significant improvements. Within the Desktop and Tablet segments, we achieved a remarkable 190% increase in Revenue Per Visitor (RPV).

Revenue Per Visitor Increase: From £1.94 to £5.63

While we accepted a slightly lower confidence rate of 92% in exchange for expedited results, this segment represented over 50% of the experiment's traffic, ensuring a substantial positive impact on overall site performance once deployed across the entire user base.

Through targeted optimisation efforts, we successfully enhanced the customer journey and significantly improved conversion rates for the health and wellness brand, enabling it to maintain its competitive edge in a challenging market.