How we increased conversion rates by 20% and boosted AOV for a global phone accessories brand.
CRO
The client is a well-established UK-based brand specializing in custom phone cases and phone accessories. While headquartered in the UK, the company operates internationally, with a strong presence in both Europe and the United States. Known for its stylish and customizable designs, the brand caters to a wide audience seeking unique, high-quality phone accessories.
The primary goal of the engagement was to leverage Conversion Rate Optimization (CRO) to support paid and organic traffic efforts, increasing both sales volume and profitability.
Despite attracting a high volume of traffic from organic and paid channels, the website’s conversion rate lagged behind potential. Our analysis identified several key challenges:
Cart & Checkout Drop-offs: In the US, only 17% of users who added items to their cart proceeded to checkout. Friction points and clunky navigation back to the cart discouraged users from completing purchases.
The client needed a structured CRO strategy to resolve these usability issues, unlock higher conversion rates, and maximize returns from their existing traffic.
We applied a scientific, data-driven Midsummer CRO framework to identify friction points, prioritize improvements, and implement impactful solutions.
Quarterly CRO Analysis
To identify the main barriers to purchase, we ran comprehensive quantitative, heuristic, and behavioral analyses. These audits revealed issues such as hidden high-value products, cart usability problems, and checkout drop-offs. By mapping these findings against traffic and revenue data, we could prioritize the changes most likely to generate immediate impact while setting the foundation for long-term optimization.
Advanced User Behavior Analysis
Heatmaps, funnel analysis, and session recordings allowed us to see exactly how users interacted with the site. For instance, we observed high abandonment on category pages when filters didn’t work properly and drop-offs on product pages where the “Customize Now” button loaded too slowly. These insights gave us a clear picture of where users struggled, enabling us to target improvements that would directly reduce friction and increase conversions.
UX Redesign & Mockups
Armed with behavioral data, we developed mockups for key pages such as product categories, seasonal sales, and new launches. The goal was to make personalization more discoverable, simplify product selection, and improve navigation flow. Fixing persistent bugs—like disappearing images and sluggish scrolling—further enhanced the browsing experience. The redesign work not only improved immediate usability but also provided a blueprint for the upcoming full website relaunch.
A/B Testing
To validate which offers resonated most with customers, we ran controlled experiments with different promotions (e.g., 3×2, Buy One Get One Free, 25% off). By serving users different landing page variations, we measured the real-world impact of each promotion on conversions. This data-driven approach ensured that only the most effective offers were scaled across the site, improving profitability without guesswork.
Full Website Redesign & Theme Update
Finally, we worked closely with the client’s team to translate CRO insights into a complete website redesign. The move to a new theme incorporated all the key learnings from our analyses and experiments, ensuring that improved UX, better product visibility, and faster site performance became permanent fixtures of the customer journey.
While not all recommendations were implemented before the new theme rollout, the CRO-driven approach delivered measurable improvements in a 3 months timeframe:
These results validated the power of a structured, research-led CRO process. Beyond the numbers, the client gained a scalable CRO framework to continue optimizing post-redesign, ensuring long-term growth and profitability.
CRO:
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
