allbeauty: How CRO Testing & CRM Hierarchy Enhance the Shopping Journey
UX | UI | Branding | CRO | CRM
1 Year // 12 Tests
With the aim of enhancing mobile conversion rates, I worked with allbeauty to implement a continuous test-and-learn strategy aimed at improving user engagement and optimising key touchpoints.
Our objective was to increase mobile conversion from 5.46% to 6.00% within 12 months, targeting a 4% uplift by month six and 10% by year-end.
The first six months focused on five key themes and 18 structured tests, ensuring data-driven improvements. By refining the user journey and optimizing critical conversion elements, we projected an impact worth £7.08M per annum. This case study explores our CRO approach, key learnings, and the measurable results achieved.
How we did it?
We categorised tests as high- or low-risk, strategically balancing small and large variable changes while introducing new design variations to target existing pain points. This approach allowed us to optimise safely while driving innovation, ensuring a measurable impact on conversion rates.
The Build-Measure-Learn approach
Our strategy followed a Lean UX approach, structured around evidence-based design, hypothesis-driven testing, and outcome-focused validation. This iterative, data-driven process minimises guesswork and maximises UX effectiveness whilst allowing us to make changes along the way.
An example of the Build-Measure-Learn approach: CTA’s
Description
Mobile and tablet devices – 2 variations:
V1 to appear after 10 seconds
V2 to appear after 7 seconds
Estimated revenue increase of £50,000 per month when rolled out on mobile and tablet.
We Observed (Evidence, Feedback)
FD created a test that changed the colour of their CTAs from black to coral, which showed an uplift in conversion… Off the back of this test, all CTAs were changed to coral.
We Believe (Change, Groups, Outcomes)
Green is a positive colour and draws a potential customer’s eyeline to the CTA. It’s also worth looking at other colours (orange, for example) to see which colour is preferred.
Hypothesis 3 - We’ll Know When This Happens (Data, Feedback)
An increase in customers adding to bag… But essentially, increasing the conversion rate.
What we discovered?
Sometimes, a test gives us great insights into what drives our audience, revealing what works and what doesn’t. Other times, it shows that a change — like tweaking a CTA colour — makes little difference. But even that’s useful. It tells us what’s already working and where we should focus next. Every test, big win or not, helps us understand our users better and refine our approach.
Results: CTA’s
Primary: Add to basket (12.76% vs 12.76%)
No difference between the control and variant.
Checkout viewed (9.43% vs 9.46%)
Only a 0.03% increase
Transactions (4.86% vs 4.88%)
Only a 0.02% increase
Conclusion
Changing the CTA colour on the PDP and PLP makes little difference to the conversion rate, which suggests the CTA is visible enough and functional.
Well, this is embarrassing!
I’m still putting this case study together and should be done in due course. Keep an eye out or get in touch to discuss further.