US Home Goods Brand: 128% Conversion Rate Improvement in 4 Months
A US DTC home goods brand with 95,000 monthly sessions was converting at just 1.4%, well below category benchmark, due to poor mobile UX, forced account creation at checkout, and no social proof in the purchase flow.
Published: February 2026 · Timeframe: 4 months
Company Overview
- Industry
- E-Commerce / Home & Lifestyle
- Campaign Duration
- 4 months
- Primary Service
- Conversion Rate Optimisation
- Type
- Direct-to-Consumer Home Goods Brand
- Status
- Active Client
The Challenge
The client was spending heavily on paid acquisition, Google Ads and Meta driving 95,000 monthly sessions, but their 1.4% conversion rate meant 98.6% of every paid visitor left without buying. The business was funding a leaky bucket. Each 1% improvement to conversion rate was worth more than any equivalent increase in ad spend.
- 1.4% conversion rate against a 2.8% industry benchmark, leaving over 50% of potential revenue on the table
- Mobile conversion rate of 0.8% despite mobile accounting for 67% of sessions
- Mandatory account creation at checkout, the single biggest friction point in any ecommerce funnel
- No social proof visible during the product-to-checkout journey
- GA4 funnel analysis showing 61% cart abandonment and 74% checkout abandonment
- Hotjar heatmaps revealing 40% of product page visitors never scrolled to see product descriptions
Our Solution
Phase 1: Quantitative & Qualitative Audit (Weeks 1–2)
We began with a forensic audit combining GA4 funnel data, Hotjar heatmaps and session recordings, and a structured UX review, identifying the highest-impact opportunities before writing a single line of test code.
GA4 Funnel Analysis
Built a custom GA4 funnel exploration mapping every step from product page view to order confirmation. Identified precise drop-off rates: 61% at add-to-cart, 74% at checkout initiation (account creation wall), and 28% at payment. Each drop-off point became a prioritised test opportunity.
Heatmap & Session Recording Review
Analysed 300 Hotjar session recordings and full-page heatmaps. Key finding: 40% of product page visitors never scrolled past the product image, meaning most visitors never saw the product description, specifications, or trust signals. This informed the above-the-fold product page redesign test.
Mobile UX Audit
Conducted a structured mobile UX audit on iOS and Android across 5 screen sizes. Identified 11 friction points specific to mobile: small tap targets on product variants, no sticky add-to-cart CTA, payment form requiring horizontal scrolling, and checkout buttons positioned below the fold on smaller screens.
Phase 2: High-Priority Test Execution (Months 1–3)
We ran a structured A/B testing programme, prioritising tests by potential impact vs. implementation effort. Every test was run to statistical significance before declaring a result.
Guest Checkout (Won: +34% checkout completion)
Removed mandatory account creation and replaced with a guest checkout option with optional account creation post-purchase. This single change increased checkout completion rate by 34%, the highest-impact single test in the programme. Estimated annual revenue impact: $160K.
Above-the-Fold Social Proof (Won: +18% add-to-cart)
Moved the review score and review count above the fold on all product pages, next to the product name. Added a 'X people bought this in the last 24 hours' urgency signal. The test increased add-to-cart rate by 18%, driven primarily by the review visibility change.
Mobile Product Page Redesign (Won: +41% mobile CVR)
Redesigned the mobile product page layout: sticky 'Add to Cart' CTA visible without scrolling, product variants moved above the fold, description collapsed with a 'Read more' expansion, and trust signals displayed as icon badges below the price. Mobile CVR improved from 0.8% to 1.13%.
Shipping Progress Bar (Won: +22% AOV)
Added a dynamic shipping progress bar showing how close the customer is to free shipping. Customers within 20% of the threshold added items to qualify. Average order value increased from $64 to $78, a 22% improvement that compounded with the higher conversion rate.
Phase 3: Testing Cadence & Compounding Gains (Month 4)
With the four highest-impact wins implemented, we established an ongoing testing calendar to continue compounding gains beyond the initial engagement.
Testing Infrastructure & Roadmap
Documented the full testing methodology, ICE scoring framework, and 24-test backlog for the internal team to continue post-engagement. Set up a testing platform with pre-built experiment templates and a monthly testing calendar.
Results & Impact
From 1.4% to 3.2% overall site conversion rate over the 4-month engagement. Now above the 2.8% category benchmark.
Incremental annual revenue from conversion rate improvements, calculated using pre/post monthly revenue differential × 12, on unchanged traffic levels.
Mobile conversion rate improved from 0.8% to 1.13%, the largest single-platform gain. Mobile now converts at 65% of desktop rate, up from 40%.
AOV grew from $64 to $78 through the shipping progress bar test, compounding the conversion rate improvement for a total revenue uplift above the headline CVR gain.
"DigiBlazon's CRO programme completely changed how we make product decisions. We went from gut-feel design choices to a structured testing framework that's increased our conversion rate from 1.4% to 3.2%, that's $380K in additional revenue without increasing our ad spend by a single dollar."
Marcus Elliot
Head of E-Commerce, US DTC Home Goods Brand
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