eCommerce CRO & UX Optimization for a Leading Street Art Retailer

CRO

Overview

Where We Started

A leading online retailer of street art and graffiti supplies had experienced years of incremental website changes without a structured conversion strategy. While the business continued to grow, the customer experience had become inconsistent, making it difficult to understand which design decisions genuinely improved performance and which introduced unnecessary friction.

Navigation, product discovery, and checkout all presented opportunities for improvement, while both retail and wholesale customers encountered unnecessary barriers throughout the buying journey.

Rather than relying on assumptions, the goal was to introduce a rigorous CRO program that continuously identified, tested, and validated improvements based on real customer behaviour.

20%

Revenue Per Visitor Growth

16%

Conversion Rate Growth

A/B Tests Completed

37%

A/B Test Win Rate

THE SOLUTION

The Turning Point

An ongoing Conversion Rate Optimization (CRO) program was implemented, designed to transform the website into a continuously improving ecommerce platform.

Rather than relying on large-scale redesigns, every optimization was developed around a clear hypothesis, tested independently through structured A/B experiments, and measured against key ecommerce metrics including Revenue Per Visitor, Conversion Rate, and Revenue Per Paying Visitor.

The work focused on improving product discovery, reducing purchase friction, increasing pricing and shipping transparency, simplifying navigation, and creating a more intuitive experience for both retail and wholesale customers.

Execution

Our Approach

Continuous CRO Testing

Implemented a structured A/B testing program, validating every optimization independently to ensure decisions were driven by measurable customer behaviour.

Navigation & Product Discovery

Improved navigation, filtering, and category experiences to help customers find products faster and reduce decision fatigue.

Product & Purchase Experience

Optimized product pages with clearer pricing, shipping information, and purchase interactions that increased buying confidence.

Wholesale Experience

Reduced friction throughout the B2B purchasing journey by improving account management, pricing visibility, and checkout usability.

Analytics & Experimentation Framework

Established a comprehensive measurement framework using analytics, heatmaps, session recordings, and experimentation tools to continuously identify new optimization opportunities.

Results

The Outcome

Over the course of the optimization program, 43 A/B tests were completed across every stage of the customer journey, creating a repeatable framework for continuous improvement.

The program delivered an average 20.4% increase in Revenue Per Visitor, while Ecommerce Conversion Rate improved by 16.32% and Revenue Per Paying Visitor increased by 16.65%. Across all experiments, 37.2% produced statistically significant winning variations, providing a steady stream of validated improvements that continued to strengthen site performance over time.

Rather than treating the website as a static storefront, the brand now benefits from an evidence-based CRO program that continually improves customer experience, increases revenue, and supports long-term ecommerce growth.