Aroma Care Solutions

CRO Strategies & Tests

CRO

Multiple Tests, Massive Wins: How I Boosted Conversions by Up to 243%

[Overview]

As part of a data-driven CRO strategy, I designed and ran 10 conversion rate optimisation tests focused on improving user experience and boosting key on-site conversions. Each test was guided by insights from analytics, user behaviour, and UX best practices — no random button colour changes here!

Out of the 10 tests, 3 delivered statistically significant uplifts, with the strongest achieving a whopping up to 243% increase in conversion rate. These wins not only improved performance but also uncovered valuable learnings about what truly drives user action for this audience.

This experiment-led approach allowed us to move fast, learn even faster, and make meaningful UX improvements backed by real data — not just hunches.

[Project]

Free Shipping & Delivery

During a heuristic review of the website, I noticed one key uncertainty for users — it wasn’t clear whether shipping and delivery were free or charged. That ambiguity can create friction and hesitation at the point of purchase.

To address this, I tested adding clear “Free Shipping & Delivery” messaging directly on the product pages to reassure users before checkout.

The results?

  • Conversion rate jumped from 2.04% → 7%, delivering a 243% uplift.

  • Revenue per user increased from £21.96 → £105.67.

  • The variation showed a 97% probability to be the best performer.

This simple but high-impact change proved that clarity and reassurance can go a long way in driving user confidence — and ultimately, conversions.

Product Details

While reviewing the product page layout, I noticed the right-hand panel was overloaded with product information, potentially overwhelming users and distracting them from the main call-to-action.

Our hypothesis? Simplifying the layout and moving detailed product information into the “Product Information” tab would create a cleaner experience and help users focus on what really matters — adding to basket.

The outcome was a clear win

  • Conversion rate jumped from 4.29% → 13.64%, a 217.8% uplift.

  • Revenue per user increased from £54.51 → £147.31.

  • The variation showed a 97% probability to be the best performer.

This test proved that less is more — by decluttering the page and improving content hierarchy, users were able to make purchase decisions faster and with more confidence.

Page Layout

We hypothesised that users are more likely to click through to products and purchase when they’re easily accessible higher up the page. The existing layout pushed key products and actions too far down, potentially creating unnecessary friction in the buying journey.

To test this, we restructured the page layout, moving key products and CTAs higher up and simplifying the design to create a more intuitive flow.

The results? Pretty exciting!

  • Conversion rate increased from 6.49% → 10.80%, delivering a 66% uplift.

  • Revenue per user rose from £552.44 → £606.39.

  • The variation showed a 97% probability to be the best performer.

This test proved that strategic placement and visual hierarchy can have a powerful impact on engagement and conversion — when users see what they need sooner, they’re far more likely to take action.

[Industry]

Cleaning Products

[My Role]

UX Designer

CRO Manager

[Platforms]

Responsive Web

[Outcomes]

Significant Conversion Growth
Across all experiments, the tests that reached statistical significance delivered conversion uplifts of up to 243%, proving the impact of a data-driven, hypothesis-led CRO approach.

Improved User Experience and Clarity
By addressing key friction points — from confusing delivery information to overwhelming product layouts — the site now offers a cleaner, more confident purchase journey, making it easier for users to find what they need and take action.

Data-Backed Design Decisions
The project established a testing culture grounded in insight, using quantitative and qualitative data to inform every decision. These learnings not only drove immediate revenue growth but also set the foundation for ongoing optimisation and smarter design choices moving forward.

[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.