Proof
These CRO case studies come from Convertica's client work on lead generation sites, online stores, affiliate sites and a membership store. Each one shows what was found, what changed, how the change was tested and what happened, with the metric and the source on every figure, and the timeframe wherever the original write-up published one.
Lead generation
A website marketplace's valuation tool asked for a lot of typed input right after the first click. A rebuilt, step-by-step submission process was split-URL tested, then rolled out.
+51.6%
Conversions (valuation tool submissions), 47 days
Source: Empire Flippers, valuation tool submissions, 47 days, split-URL test then rollout
Read the case study: Empire Flippers: a valuation tool submission process rebuilt
Lead generation
Two tests on a marketing software site: a slide-in call to action on blog posts, then a homepage section of tools visitors can use for free.
Result +50.27% rate of free trial sign-ups on desktop (test 1); +42.85% free trial sign-ups at 96% confidence (test 2). Test lengths not published.
Read the case study: SaaS free trials: a slide-in call to action and free tools on the homepage
Lead generation
Call to action buttons that open the quote form in a popup were tested against the form shown within the page, on desktop and mobile.
Result +45.08% conversion rate (successful bookings) at 97% confidence, desktop and mobile combined. Test length not published.
Read the case study: Home services: a popup quote form vs a form on the page
Lead generation
Heatmaps showed how families read the property pages; calls to action were added at the end of each section and in the desktop navigation bar.
Result +42.32% form submissions and +162.65% clicked calls to action, desktop and mobile combined. Test length not published.
Read the case study: Assisted living: calls to action where families finish reading
eCommerce
A health supplement store wanted more auto-ship subscriptions and a better return on ad spend. Two split tests ran one after the other, the second against the first winner.
+101.82%
Revenue, cumulative across two sequential split tests, 7 December to 24 March
Source: JustThrive, revenue, two sequential split tests, Dec to Mar
Read the case study: JustThrive: two sequential split tests on a supplement store
eCommerce
A store's homepage said nothing about shipping, reviews or payment safety. A short trust strip under the hero was A/B tested on desktop and mobile.
+57.9%
Revenue per visitor, desktop, 12-day A/B test
Source: Online store, homepage A/B test, desktop, 93% confidence (below the usual 95%)
Read the case study: Homepage trust signals: a shipping, reviews and security strip
eCommerce
Most shoppers bought one item per order. Sending them to the cart after Add to Cart was A/B tested on mobile and desktop, then rolled out on mobile.
+26.9%
Conversions, overall, with the winner rolled out to mobile users, 19-day A/B test
Source: UK homewares store on Shopify, winner rolled out to mobile only, as stated in the original case study
Read the case study: Homewares store: Add to Cart straight to the cart
eCommerce
Two stores had reviews at the very bottom of the product page. Moving them just below the product won on mobile for one store and on desktop for the other.
+42.38%
Orders (orders per visitor), bedding store, mobile, 2-week A/B test
Source: US bedding store, product page A/B test, mobile, 50/50 split, 98% confidence
Read the case study: Reviews section: moving product reviews up the page
eCommerce
A call-to-action bar fixed to the bottom of the screen was A/B tested on a store's landing page. Mobile moved, desktop did not, so it went live on mobile only.
+252.9%
Rate of order completion on mobile, 20-day A/B test
Source: Online store, landing page A/B test, mobile, 98% confidence
Read the case study: Sticky CTA: a call to action that stays on screen
eCommerce
Seven plain option rows, most reading "No Selection", became labeled panels with visual swatches on a furniture store's product page.
+144.8%
Conversion rate, Three-week A/B test
Source: Configurable furniture store, product page A/B test, 98% confidence
Read the case study: Variant selectors: labeled panels and swatches in place of plain option rows
eCommerce
A visible search bar was A/B tested on a luxury goods store on desktop and mobile.
Result +71.9% order completion rate on desktop at 98% confidence; mobile did not change. Test length not published.
Read the case study: Ecommerce search bar: search on the homepage, collections and blog
eCommerce
Policy badges with pop-ups were added under the checkout button on the cart page.
Result +21.8% order completion rate on desktop at 97% confidence; mobile was neutral. Test length not published.
Read the case study: Policy visibility: shipping and refund policies on the cart page
eCommerce
A cleaner product page with a sticky Add to Cart and Buy Now bar was tested against the original.
Result +56% order completion rate on desktop at 98% confidence; mobile was neutral. Test length not published.
Read the case study: Product page redesign with a sticky Add to Cart bar
eCommerce
A product page message told shoppers whether their cart already qualified for free shipping, or how much more it needed.
Result +88.3% rate of order completion and +175.4% revenue per visitor on desktop at 95% confidence; mobile showed no significant change. Test length not published.
Read the case study: Free shipping threshold: showing shoppers how close they are
eCommerce
A supplement store's packages were stacked one below the other on mobile. A swipeable slider made them easier to compare.
Result +43.9% rate of order completion and +36% revenue per visitor on mobile at 98% confidence. Test length not published.
Read the case study: Mobile pricing table: stacked packages turned into a slider
eCommerce
A "Free Shipping Included" badge was placed next to the price on a store's product pages, so the offer was hard to miss.
Result +27% rate of order completion and +60.3% revenue per visitor on desktop; mobile showed no significant change. Test length and confidence level not published.
Read the case study: Free shipping badge: the offer placed right beside the price
eCommerce
An Australian furniture and homewares store answered buyers' questions in pop-ups on the product page, without sending them to another page.
Result +18.1% rate of order completion and +12.7% revenue per visitor, desktop and mobile combined (96% confidence on desktop). Test length not published.
Read the case study: Factory to Home: shipping, warranty and payment FAQs on the product page
Affiliate
A large Amazon affiliate site's comparison tables were split tested, a traffic question forced a pivot, and the second round rebuilt the tables from Amazon sales data.
+66.3%
Ad fees, winning pages only, test 2, 20 March to 18 April
Source: 10Beasts, Amazon Associates report, split test on 6 money pages, 4 winners rolled out
Read the case study: 10Beasts: comparison table tests on an Amazon affiliate site
Affiliate
An exit popup and a sticky footer pointed readers to each page's top product on ten review pages.
+29.6%
Clicks, all 10 pages combined, 3-week test
Source: Affiliate review site, 10 pages, 3-week test, 99% confidence level
Read the case study: Exit popup and sticky footer on an affiliate review site
Affiliate
A visual table of three products replaced a five-line text list on desktop. Clicks held steady and sales rose.
+35.4%
Sales per visitor, desktop, 11-week test
Source: Amazon affiliate review site, desktop-only split test, 97% confidence level
Read the case study: A top 3 picks comparison table on desktop
Affiliate
Buttons, comparison tables and mobile fixes where visitors clicked, then split tests on the top-earning products, with no new content or links.
+$15,048
Monthly revenue, affiliate site, 34 days, August 2017
Source: Robert's affiliate site, monthly revenue before the work vs August (a before and after comparison, not a single split test)
Read the case study: Robert's affiliate site, part 1: the 80/20 process
Affiliate
A rating above each call-to-action button in the comparison tables, and a sticky button back up to the table, were split tested on an Amazon affiliate site in the home heating and cooling niche.
Result +43.1% revenue per visitor at a 99% confidence level, all tested pages combined. Test length not published.
Read the case study: Product ratings on an affiliate review site
Affiliate
Back-to-back split tests on a high-traffic affiliate site, how the wins compounded, and how to read early test data.
Result +$32,532 monthly income in under 90 days, as stated in the original headline. The calculation behind it was not published.
Read the case study: Robert's affiliate site, part 2: about 50 split tests in three months
Membership eCommerce
A membership store showed locked content in its search results with no clear next step. Adding calls to action and access levels to the results was A/B tested on desktop and mobile.
+49.4%
Paid membership sign-ups, 17-day A/B test
Source: dScryb, paid membership sign-ups, 17-day A/B test, 98% confidence
Read the case study: dScryb: more paid membership sign-ups from search results
Convertica's CRO case studies are write-ups of real client tests on lead generation sites, online stores, affiliate sites and a membership store. Some clients are named, such as Empire Flippers, JustThrive, dScryb, 10Beasts and Factory to Home; others were not named in the original write-ups. Each one names the page that was changed, the reason for the change, the test that checked it and the measured result, so you can judge the method as well as the number.
Some sites call pages like this CRO success stories or customer stories. These lead with the method, because the method is the part you can reuse on your own site. Every figure on this page was checked against the original case study. A figure with a published timeframe is shown as a headline result with its metric, timeframe and source; where the original did not publish a test length, the card shows a plain result line that says so.
The table lists all 24 CRO case studies side by side: the vertical, the headline result with its metric, the timeframe and the source. Where the original write-up did not publish a test length, the result is given with that caveat instead of a timeframe.
| Case study | Vertical | Headline result | Timeframe | Source |
|---|---|---|---|---|
| Empire Flippers: a valuation tool submission process rebuilt | Lead generation | +51.6% conversions (valuation tool submissions) | 47 days | Empire Flippers, valuation tool submissions, 47 days, split-URL test then rollout |
| SaaS free trials: a slide-in call to action and free tools on the homepage | Lead generation | +50.27% rate of free trial sign-ups on desktop (test 1); +42.85% free trial sign-ups at 96% confidence (test 2). Test lengths not published. | ||
| Home services: a popup quote form vs a form on the page | Lead generation | +45.08% conversion rate (successful bookings) at 97% confidence, desktop and mobile combined. Test length not published. | ||
| Assisted living: calls to action where families finish reading | Lead generation | +42.32% form submissions and +162.65% clicked calls to action, desktop and mobile combined. Test length not published. | ||
| JustThrive: two sequential split tests on a supplement store | eCommerce | +101.82% revenue, cumulative across two sequential split tests | 7 December to 24 March | JustThrive, revenue, two sequential split tests, Dec to Mar |
| Homepage trust signals: a shipping, reviews and security strip | eCommerce | +57.9% revenue per visitor, desktop | 12-day A/B test | Online store, homepage A/B test, desktop, 93% confidence (below the usual 95%) |
| Homewares store: Add to Cart straight to the cart | eCommerce | +26.9% conversions, overall, with the winner rolled out to mobile users | 19-day A/B test | UK homewares store on Shopify, winner rolled out to mobile only, as stated in the original case study |
| Reviews section: moving product reviews up the page | eCommerce | +42.38% orders (orders per visitor), bedding store, mobile | 2-week A/B test | US bedding store, product page A/B test, mobile, 50/50 split, 98% confidence |
| Sticky CTA: a call to action that stays on screen | eCommerce | +252.9% rate of order completion on mobile | 20-day A/B test | Online store, landing page A/B test, mobile, 98% confidence |
| Variant selectors: labeled panels and swatches in place of plain option rows | eCommerce | +144.8% conversion rate | Three-week A/B test | Configurable furniture store, product page A/B test, 98% confidence |
| Ecommerce search bar: search on the homepage, collections and blog | eCommerce | +71.9% order completion rate on desktop at 98% confidence; mobile did not change. Test length not published. | ||
| Policy visibility: shipping and refund policies on the cart page | eCommerce | +21.8% order completion rate on desktop at 97% confidence; mobile was neutral. Test length not published. | ||
| Product page redesign with a sticky Add to Cart bar | eCommerce | +56% order completion rate on desktop at 98% confidence; mobile was neutral. Test length not published. | ||
| Free shipping threshold: showing shoppers how close they are | eCommerce | +88.3% rate of order completion and +175.4% revenue per visitor on desktop at 95% confidence; mobile showed no significant change. Test length not published. | ||
| Mobile pricing table: stacked packages turned into a slider | eCommerce | +43.9% rate of order completion and +36% revenue per visitor on mobile at 98% confidence. Test length not published. | ||
| Free shipping badge: the offer placed right beside the price | eCommerce | +27% rate of order completion and +60.3% revenue per visitor on desktop; mobile showed no significant change. Test length and confidence level not published. | ||
| Factory to Home: shipping, warranty and payment FAQs on the product page | eCommerce | +18.1% rate of order completion and +12.7% revenue per visitor, desktop and mobile combined (96% confidence on desktop). Test length not published. | ||
| 10Beasts: comparison table tests on an Amazon affiliate site | Affiliate | +66.3% ad fees, winning pages only, test 2 | 20 March to 18 April | 10Beasts, Amazon Associates report, split test on 6 money pages, 4 winners rolled out |
| Exit popup and sticky footer on an affiliate review site | Affiliate | +29.6% clicks, all 10 pages combined | 3-week test | Affiliate review site, 10 pages, 3-week test, 99% confidence level |
| A top 3 picks comparison table on desktop | Affiliate | +35.4% sales per visitor, desktop | 11-week test | Amazon affiliate review site, desktop-only split test, 97% confidence level |
| Robert's affiliate site, part 1: the 80/20 process | Affiliate | +$15,048 monthly revenue, affiliate site | 34 days, August 2017 | Robert's affiliate site, monthly revenue before the work vs August (a before and after comparison, not a single split test) |
| Product ratings on an affiliate review site | Affiliate | +43.1% revenue per visitor at a 99% confidence level, all tested pages combined. Test length not published. | ||
| Robert's affiliate site, part 2: about 50 split tests in three months | Affiliate | +$32,532 monthly income in under 90 days, as stated in the original headline. The calculation behind it was not published. | ||
| dScryb: more paid membership sign-ups from search results | Membership eCommerce | +49.4% paid membership sign-ups | 17-day A/B test | dScryb, paid membership sign-ups, 17-day A/B test, 98% confidence |
These CRO examples teach a method more than a tactic. In each one, the team found the exact step where visitors hesitated, changed that step to remove effort or doubt, and tested the change against the original before calling it a win. The pages and the numbers differ; the sequence is the same. The three most detailed write-ups, one each from lead generation, eCommerce and membership, show it best.
The goal. Increase submissions from the Empire Flippers valuation tool by 50%, a target set before any work started.
What was found. The first step was a single click. The next screen was a static form that asked for a lot of typed input straight away. Kurt Philip had bought and sold sites on the marketplace himself, and this was the point where he had felt the friction as a user.
What changed. Multiple-choice and yes or no questions replaced open fields, sliders replaced typed income and expense figures, progress was made visible, and the Next button was dropped. A visitor was 40% of the way through before typing any data.
How it was tested. A split-URL test sent half of the traffic to each version. The new flow showed +40% conversions in the first two weeks of the test, so it was rolled out to all traffic.
The result. +51.6% conversions (valuation tool submissions) in 47 days, according to the original case study.
The lesson. Ask for easy answers first and specific numbers last. Then split the results by device: on the new flow, desktop visitors converted well ahead of mobile visitors (36% vs 26% conversions in the first split-URL test), and that gap led to a mobile layout with the important controls within thumb reach. Read the Empire Flippers case study.
The goal. More auto-ship subscriptions and a better return on ad spend for a supplement store whose traffic came mostly from search and paid ads.
What was found. A review of Google Analytics and heatmaps, plus two observations about the market: buyers of supplements tend to arrive wary, and a choice between several variations of one product at the moment of purchase creates friction.
What changed, test 1. Less visual clutter around the product images, trust signals beside the Add to Cart button (a 30-day guarantee, secure payment and shipping icons in place of social media icons), and a more prominent auto-ship option with its free shipping emphasized. Run from 7 December to 15 January at 98% significance: +25.4% conversion rate, +41.5% auto-ship subscriptions and +30.4% revenue against the control.
What changed, test 2. Run against the test 1 winner, with several elements changed at once; the main one made auto-ship the default option. From 15 February to 24 March: +85.19% auto-ship subscriptions, +53.73% orders and +54.77% revenue against the test 1 winner.
The result. +101.82% revenue, cumulative across the two split tests (1.304 x 1.5477 = 2.0182), 7 December to 24 March.
The lesson. Run the next test against the last winner, not the original, so gains compound. Be clear about what a test with several changes tells you: the team changed several elements in test 2 to get a faster answer, against its usual rule of changing as few as possible, so the result shows the package worked, not which element did the work. Read the JustThrive case study.
The goal. More paid membership sign-ups for dScryb, a membership store that sells boxed text, called scenes, for role-playing games.
What was found. Search is a widely used feature on the site, but the results had no call-to-action buttons, did not say whether a result was free or open to the visitor's membership level, and a click on restricted content showed an error asking the visitor to go to the store page.
What changed. A clear call-to-action button on every result, with wording based on what the visitor's account level allows. The error message was removed: visitors who needed access went straight to the store page.
How it was tested. An A/B test in VWO on desktop and mobile, with traffic split equally between control and variant. It ran for 17 days, saw 20,000 visitors and reached a 98% confidence level.
The result. Desktop and mobile combined: +24% call-to-action clicks from the search results page, +49.4% paid membership sign-ups and +23.8% revenue per visitor.
The lesson. Replace dead ends with a next step. And measure past the click: clicks are an early signal, so the test also tracked paid sign-ups and revenue per visitor, the numbers the business actually runs on. Read the dScryb case study.
Across the three most detailed of these conversion rate optimization case studies, five patterns repeat: the problem was found at one specific step, the change removed effort or doubt at that step, every change was tested against a control, the first result shaped the next test, and success was measured on a business metric rather than on clicks alone.
| Pattern | Empire Flippers | JustThrive | dScryb |
|---|---|---|---|
| The problem sat at one step | A static form right after the first click | Wary buyers and a choice of product variations at the point of purchase | Search results with no next step, and an error on locked content |
| The change removed effort or doubt | Taps and sliders instead of typing; specific input asked last | Trust signals beside Add to Cart; auto-ship made the clear choice | A button on every result saying what the visitor can access |
| Tested against a control | Split-URL test, 50/50 traffic | Two split tests; 98% significance on the first | A/B test in VWO; 98% confidence |
| The first result shaped the next | The desktop and mobile gap led to the thumb-reach layout | Test 2 ran against the test 1 winner | One test reported |
| Measured on a business metric | Valuation tool submissions | Revenue, auto-ship subscriptions and orders | Paid membership sign-ups and revenue per visitor |
What is missing matters too. None of the three was a redesign for looks. Each change answered a question a visitor had at that moment: how much work is this, can I trust this store, what happens if I click. A set of case studies is not a benchmark, though. It shows a way of working, not a lift you should expect.
Convertica reports every CRO result with three things beside the number: the metric that moved, the timeframe it was measured over, and the source, meaning whose site it was and which kind of test produced it. A number without all three is never shown as a headline result on this site.
| Part | The question it answers | Example |
|---|---|---|
| Metric | What moved? | Conversions (valuation tool submissions) |
| Timeframe | Over how long, or between which dates? | 47 days |
| Source | Whose site, and which test? | Empire Flippers, split-URL test then rollout |
Five rules sit behind that format:
Averages across many clients are not published as results either, because an average cannot be traced back to a single test.
To read any CRO case study, check five things before trusting the headline: which metric moved, over what period and how much traffic, against what control, at what confidence level, and whether separate lifts were compounded. A big percentage from a short test can mean less than a modest one from a long, well-run test.
Before you plan a test of your own, the A/B test sample size calculator shows how much traffic you need, and the statistical significance calculator checks a result once it is in.
To apply these CRO examples to your own site, follow the same six steps the three detailed case studies above share: set a target, find the step where visitors stall, write a one-line hypothesis, change that step, test it against the original, and use the result to design the next test.
These tests were run for human visitors. Today the same pages are also read by AI agents acting for people, which is why Convertica's free CRO audit checks your page for both and ranks what it finds by likely impact. Enter your website and email, and watch it run live. If you want help acting on it, CRO advisory is led personally by Kurt Philip, or Convertica's team can build the fixes for you with full implementation; see how pricing works.
A conversion rate optimization case study is a write-up of one change to a website and its measured effect: the problem found, the hypothesis, what changed, how the change was tested against the original, and the result with its metric and timeframe. Convertica publishes 24, across lead generation, eCommerce, affiliate and membership sites.
Good CRO examples show the method as well as the result. Three of Convertica's most detailed are a valuation form rebuilt as a step-by-step flow (+51.6% conversions in 47 days), a product page with trust signals and auto-ship as the default (+101.82% revenue across two split tests, 7 December to 24 March), and call-to-action buttons in search results (+49.4% paid membership sign-ups in a 17-day A/B test). Each figure comes from the original case study.
Because a percentage on its own says very little. A lift in clicks is not a lift in revenue, and a result from a few days of traffic is not the same as one from a full test. Each figure on these pages says what was measured, over what period, and on whose site with which kind of test. Where the original write-up did not publish a test length, the page says so.
No result is typical, and none is a promise. Each case study reports what happened on one site with its own traffic, audience and starting point, and a set of case studies is not a benchmark. What carries over is the method: find where visitors hesitate, work out why, change that step and test the change against the original.
In the Convertica case studies that published a test length, single tests ran from 12 days to 11 weeks. The homepage trust signals test ran for 12 days, the dScryb A/B test for 17 days, the first JustThrive test from 7 December to 15 January, and the top 3 picks table test for 11 weeks. The right length depends on your traffic and on the size of the difference you need to detect.
A case study shows the change, the test and the measured result. A testimonial is a client's own words about working with Convertica. A number inside a testimonial is the client's claim, so it is never presented as a case study result. Both are on this site: case studies here, and verbatim testimonials on the testimonials page.
Start with Convertica's free CRO audit. Enter your website and email, and watch it run live on your page. After the audit, CRO advisory is led personally by Kurt Philip with Convertica's CRO team while your team builds the changes, or, with full implementation, Convertica's team builds the fixes from your audit. Both are priced after your audit.