Learnings from 1,000+ eCommerce experiments

Hey I’m Harry, welcome to the first issue of CRO 1 2 3 where each week I break down for you:

👉 1 Winning A/B test that added 5 figures

👉 2 High converting e-commerce funnels

👉 3 Actionable Tips based on over 1,000 A/B tests our team has run whilst building 8-figure e-commerce stores

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Let’s get into it!

1 Winning A/B Test 🧪

I. A clothing brand we worked with had a problem.

Customers did a lot of page hopping but not enough decision-making.

We tested a new element that resulted in a giant revenue per session lift of 12.3%!

That’s the equivalent of $44,451 per month!

Here's what we did:

We transformed their collection images into dynamic sliders.

But why?

Because apparel is unique in the e-commerce world.

Whilst other brands benefit most from optimizing PDPs and landing pages, a typical clothing store user spends much more time in product discovery mode.

Bouncing around collections.

Jumping in and out of product pages.

With one goal - finding a piece they’ll love.

And since apparel is such a visual category, all the selling is done with great photography.

With the addition of this collection slider, users can now effortlessly shop entire collections and see products from multiple angles without unnecessarily clicking into and loading product pages.

Friction = eliminated.

In our test, the chances of product discovery went way up.

So did sales, increasing by $0.25 for every visitor to the site.

2 Incredible e-Commerce Funnels 👨‍💻

​I. Javy’s Father’s Day Funnel is chefs kiss 

I highly recommend checking out Javy’s latest funnel for a masterclass in warming up a cold audience, presenting a killer offer, and winning high value subscribers.

There are three stages:

1. 10 Reasons Why Landing Page: This is a text-heavy pre-sale page that gives you 10 unique reasons to switch from Starbucks to Javy. Note the CTA after reason #5 to break up the content and move warm users into the next stage of the funnel.

2. Offer Page: Javy then presents you with a choice of four bundles, each with a set of free gifts, maxing out at over $50 in free value. But here’s the best part - it’s a subscription. Acting as a loss leader, they give a ton of gifts on the first purchase, ensuring that the long-term lifetime value of the customer more than compensates for the initial giveaway. Smart!

3. Bundle Builder: Once you’ve selected your offer, you have complete freedom to choose which flavors you’ll receive.

Assuming this works (and we should, considering it’s been live for quite some time), this funnel takes cold traffic and converts it into high AOV subscribers on the other end. What more could you ask for?

II. Third Love has one of the best quiz funnels I've seen.

As with all great CRO, it starts with a deep understanding of their customer.

First, they take one of the biggest concerns in their niche (fit) and make it the main marketing message on their site.

Then, they have a very detailed quiz that takes customers through all of the common annoyances of wearing a bad-fitting bra (don't ask me how I know).

AND to add a cherry on top, they give you a great $15 OFF incentive for going through the quiz to get a perfect recommendation.

All this means that by the time the quiz is complete, you have:

• Received a lot of zero-party data on exactly which product they're likely to buy

• Received their email address to remarket them with hyper-personalized offers

• Given them exactly the right fit, squashing a massive pre-purchase objection

• Given them $15 off as an incentive to act fast and buy

THIS is how you do a quiz.

3 Learnings from 1,000+ eCommerce experiments 🔬

Ok - quick fire round. Here are three powerful conversion boosting tactics that you can employ on your store today:

I. How to inject social proof into your collection grids

​II. How to use your hard-earned PR quotes to boost revenue

III. Copywriting tip: Features → Benefits → Outcomes

Want to chat about how we can help you scale your brand? Our team handles full-service CRO for brands like Jambys, Happy Mammoth, Laundry Sauce, and many more. If you’re running an 8 or 9-figure brand that could use a lift in website performance, we want to chat with you.

That’s everything for this edition. If you know someone else in the DTC space who you think would be interested in tactical CRO advice then go ahead and forward them this email.

Until next time,

Harry Molyneux
​Founder of CRO Agency, DTC Pages​
Operator of Secret DTC Brand

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