Quality optimization of conversion e-commerce site or How to increase sales by 2 times with one button?!

UK based ecommerce store case

We were approached by “Hollywood Mirrors”, which is the leading company in the sale of make-up mirrors in Britain. Unlike their competitors, their products feature premium quality, a five-year warranty, fast delivery, and originality. And the site is visited by more than 50,000 people each month.

What did we do and what results did we get? Let's take a look together!

The client’s main request was to increase conversion to sales with the current volume of traffic. First of all, we carried out several stages of preparatory work:

  • Examined the key pages of the user path;
  • To obtain the correct data we adjusted google analytics and added several events, which allowed us to obtain additional information about the behavior of users on the site.
  • Changed the current usability analysis software from Lucky Orange to Hotjar, as it has more functionality.
  • Conducted an audit of previous advertising campaigns, the target audience, and the results obtained.
  • Analyzed the sales funnel and found “money-leaking” places;

And then we began the most important and time-consuming part of the work - the CRO audit!

✔️ We conducted a site audit, which allowed us to identify weaknesses in the interface and actively work on improving it. Since the site was developed on the Shopify platform, it was quite easy to make changes;

✔️ We studied user behavior on the store’s product page and found out what problems customers face at different stages of product purchase;

✔️ Analyzed heat maps and video sessions that helped determine customer actions and behavior on a completed site;

We found out that most users leave the website at the same stage…

On the heat maps, we saw that some users leave the site without even seeing the Add to cart button. 

Also, in the screenshot below you can see that on the product block there is a button with the text “Get it first. Pay later”…

HM Initial version of the product page

… Well, this is not a button! Are you surprised too?

You can double your sales
without increasing the budget on ads

After researching, we determined that customers were leaving the website confused because they thought the button was just broken.

Based on the received data, we decided to start with the optimization of the first screen of the product page:

✔️ Rewrite the product value description and raise it
✔️Add some trust icons – a 100% money back icon + free shipping icon
✔️We replaced the “button” image that was misleading users


As a result, we implemented, a more meaningful version of the page for the test:

HM Test version of the product page

Running the A/B test with the changes described above, we got the following results:

AB test results

It should be noted that in this test, the “control” version was the test version.

As a result, as you can see, according to the test results, the conversion of the site in sales has increased by 2 times! Compared with the original version, where there were only 20 sales, the test version, brought 42 sales. Accordingly, profits also increased twice.

The test, which we launched with the help of Shopify plugin – Neat A/B Testing, lasted about 3 weeks and was stopped when the significance level reached 95% with statistical power of 99%.

According to the results, the test was implemented, and we continued to test the following hypotheses and work on new findings.

In addition to, an increase in conversions, the client also received:

✅ A plan with observations and hypotheses, which was continually updated

✅ New business tools and recommendations for their use;

✅ To this day, we continue to work together to continually increase key business metrics.

Hypothesis list


As you can see, CRO is one of the most powerful business tools available, which enables you to:


✔️Understand the strengths and weaknesses of the landing page, as well as potential points of growth;
✔️See opportunities to improve conversion to sales. This was the key indicator that we focused on in our work;

✔️Increase revenue and take the company to a whole new level.

Want to increase the conversion rate of your site without additional investments in advertising?

Submit your request at calendly.com/rocketcrolab and we’ll do everything we can to make your site’s conversion fly up to the skies!