CRO & UX Optimization for a Leading Supplements Brand

CRO

Overview

Where We Started

A leading online supplements retailer had built a successful ecommerce business but knew there was still significant room to improve conversion performance. While the website attracted qualified traffic, key areas of the customer journey created unnecessary friction. Important trust signals weren’t prominent, promotional messaging was easy to miss on mobile, product information required too much effort to find, and high-value product bundles lacked visibility.

Rather than relying on assumptions, the goal was to identify these friction points through continuous testing and systematically improve the shopping experience while measuring the impact of every change.

22%

Revenue Growth

16%

Revenue Per Visitor Growth

+12%

Conversion Rate

60%

A/B Test Win Rate

THE SOLUTION

The Turning Point

An ongoing Conversion Rate Optimization (CRO) program was implemented, focused on removing friction throughout the customer journey and helping more visitors purchase with confidence.

Rather than redesigning the site all at once, each improvement was developed, tested, measured, and refined independently. This allowed for validation of what genuinely improved customer behaviour while continuously increasing revenue, conversion rate, and revenue per visitor over time.

The work focused on strengthening trust, improving product discovery, increasing the visibility of promotional offers, simplifying the purchase journey, and creating more opportunities for customers to increase their order value.

Execution

Our Approach

Trust & Credibility Optimization

Introduced customer reviews, testimonials, and trust signals throughout the shopping experience to build confidence during the buying journey.

Product Experience Optimization

Improved product page hierarchy by surfacing ingredient information, certifications, and key purchase information where customers naturally make buying decisions.

Bundling & Cross Sells

Developed a structured product bundling strategy and implemented intelligent cross-sell opportunities to increase average basket size.

Mobile Experience Improvements

Enhanced the mobile shopping experience by improving promotional visibility and ensuring key offers remained accessible throughout the browsing journey.

Continuous CRO Testing

Implemented an ongoing A/B testing program, measuring every optimization independently to continuously improve site performance using real customer behaviour.

Results

The Outcome

Over the course of the optimization program, the website consistently improved across every major ecommerce performance metric.

Overall sales increased by 22%, while Revenue Per Visitor grew by an average of 16%. Ecommerce conversion rate improved by 12.23%, with Average Products Per Visitor increasing by 10.82%.

Across ten A/B tests, 60% produced statistically significant winning variations, allowing successful changes to be rolled out confidently while creating a repeatable optimization framework for future growth.

Rather than relying on a single redesign, the brand now has an evidence-based CRO process that continually improves the customer experience and drives measurable revenue growth.