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A/B Testing to Increase Conversion Rates

  • Conversion Rate Optimisation
  • User Interface Design

The Background

Smiles have seen rapid business growth through social media referrals & needed to refine and improve conversion rates on their eCommerce store.

Test A - Original

Test B - 'Green' Purchase Journey

Guiding Users with Colour

Testing our principle of ‘Guiding Users with Colour’ delivered really positive results. Changing the colour of the call to action buttons throughout the purchase journey to green, creates a clearer & more positive user flow.


Overall Revenue


Conversion Rate


Products Added to Bag

Test — Green Call To Action Buttons Across Purchase Journey

‘Low Stock’ Incentives

We experimented with the idea of encouraging a user to purchase if a ‘Low Stock’ message was displayed next to the main ‘add to bag’ button. Looking at the results, it was clear that this test could greatly increase conversion and overall revenue. Smiles can now toggle this UI element within their CMS.


Overall Revenue


Conversion Rate


Products Added to Bag

Test A - Original

Test B - Low Stock Incentive

When combined, small UI improvements can have a significant impact on optimising conversion rates

The Results

Below are the average percentage increases on the existing eCommerce website, taken from the successful tests run during this project. This process has given Smiles a further optimised website and a better understanding of how CRO can be utilised successfully in the future.


Overall Revenue


Conversion Rate


Products Added To Bag

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