fuelGenie

CRO Strategies & Tests

Conversion Rate Optimisation

30+ Experiments, Countless Insights: Building a Data-Driven Optimisation Strategy

[Overview]

Spanning over three years, this was an ongoing CRO programme which involved running more than 30 experiments across key user journeys. Around a third of these tests reached statistical significance, offering valuable insights into how design, content, and messaging influence user behaviour.

The hypotheses explored a wide range of opportunities — from page layout and hierarchy to copy, branding, and trust signals. Each test aimed to uncover what truly motivates users to engage, apply, or convert.

[Optimisation Tests]

CTA Language – “Apply Now” vs “Try Now”

We suspected that users would be more likely to engage when presented with clearer, more action-oriented CTA language.

Variant A: “Apply Now” (original)
Variant B: “Try Now” (new)

Results:

  • Variant A: 5.61% conversion rate

  • Variant B: 6.80% conversion rate

  • Conversion rate uplift: +21.2%

Outcome:
Changing the CTA language led to a 21.2% uplift in conversions, demonstrating that even small wording tweaks can have a significant impact on user engagement. This test reinforced the importance of precise, actionable language in guiding users toward key actions.

Page Layout – “Fuel Prices” vs “Customer Already?” Module Swap

Swapping the module order could improve visibility and engagement, guiding users more effectively.

Variant A: Original – “Fuel Prices”
Variant B: Variant – “Customer Already?”

Results:

  • Variant A: 2.28% conversion rate

  • Variant B: 1.12% conversion rate

  • Conversion rate uplift: Original outperformed variant by 50.9%

Outcome:
This test confirmed that the existing module order was stronger, highlighting the importance of layout decisions in maintaining user engagement and ensuring key information is seen by users.

Trust Pilot (Mobile) – Adding a Trust Pilot Widget

Adding a Trust Pilot widget on mobile would increase user trust and drive higher conversions.

Variant A: Original – no widget
Variant B: Added Trust Pilot widget

Results:

  • Variant A: 16.61% conversion rate

  • Variant B: 13.77% conversion rate

  • Conversion rate uplift: Original outperformed variant by 17.1%

Outcome:
Surprisingly, the original version without the widget performed better, showing that adding the Trust Pilot widget on mobile actually decreased engagement. This test highlighted the importance of context and user experience on smaller screens when adding trust signals.

Banner – “Apply for Your Card in Minutes”

Adding a banner with clear, time-focused messaging would encourage users to apply and increase conversions.

Variant A: Original – no banner
Variant B: Added banner – “Apply for your card in minutes”

Results:

  • Variant A: 3.28% conversion rate

  • Variant B: 9.92% conversion rate

  • Conversion rate uplift: +202%

Outcome:
Adding the banner led to a 202% uplift in conversions, demonstrating the power of clear, action-oriented, and time-sensitive messaging in driving user behavior. This test reinforced the impact of high-visibility CTAs on conversion rates.

Heading Language – “Could You Pay Less for Your Business Fuel?” vs “Pay Less for Your Business Fuel”

Simplifying the CTA language would make it more direct and encourage users to engage, increasing conversions.

Variant A: Original – “Could You Pay Less for Your Business Fuel?”
Variant B: Variant – “Pay Less for Your Business Fuel”

Results:

  • Variant A: 2.00% conversion rate

  • Variant B: 2.75% conversion rate

  • Conversion rate uplift: +37.5%

Outcome:
Simplifying the CTA language led to a 37.5% uplift, showing that direct, concise messaging can significantly improve user engagement and conversion rates.

Banner – Fuel Network Showcase (Mobile)

Adding a banner showcasing the fuel card provider’s network on mobile would increase user engagement and conversions.

Variant A: Original – no banner
Variant B: Added banner

Results:

  • Variant A: 0.10% conversion rate

  • Variant B: 0.00% conversion rate

  • Conversion rate uplift: Original outperformed variant by 100%

Outcome:
Adding the banner on mobile eliminated conversions, confirming that this type of content can negatively impact user engagement on smaller screens. This test highlighted the importance of mobile-first design considerations when adding visual elements.

[Industry]

Fuel Card Provider

[My Role]

UX Designer

CRO Manager

Website Content Manager

[Platforms]

Responsive Web

View Case Studies Data

View Case Studies Data

[Outcomes]

Small changes can have a big impact
Even minor tweaks, like changing CTA language or simplifying copy, drove significant uplifts — for example, “Apply for your card in minutes” resulted in a 202% increase. This highlights the power of precise, action-oriented messaging.

Layout and context matter
Tests involving page layout, module order, and mobile banners demonstrated that how content is presented can strongly influence user behavior. Some experiments, like the Fuel Network banner on mobile, actually reduced conversions, showing that context and device considerations are critical.

Testing confirms assumptions and uncovers insights
Not all experiments lead to wins, in some cases, the original performed better, such as the Trustpilot mobile widget or Fuel Prices module swap. These results are just as valuable, helping validate what works and guiding future optimisation with data rather than guesswork.

[Outcomes]

Optimised layouts, CTAs, and content through user testing, boosting click-through rates by 37.96%.

Implemented CRO-driven email designs and A/B testing, resulting in email open rates as high as 58.24%.

Applied user testing and CRO insights to create emails that are intuitive, accessible, and tailored to audience behaviour, improving engagement and usability across campaigns.