How seemingly small CRO tests can lead to big improvements

The inspiration behind Live Bearded was to “create a company that was based on the idea and values of brotherhood.” To achieve this, the founders treat every customer like a brother—and that meant creating an extraordinary customer experience. On the website, we focused on highlighting the benefits for the brotherhood.

Since we built the site, Live Bearded has partnered with Fuel Made for nearly a decade for ongoing CRO enhancements. Each month, we run A/B tests to continually improve conversion metrics. This case study walks through one of these tests and the results that followed.

  • +40% conversion rate improvement
Customer using Live Bearded beard conditioner
Client Live Bearded
Industry Men's Grooming
Website livebearded.com

Fuel Made's Role

  • Ecommerce Strategy
  • UX/UI Design
  • Custom Shopify Development
  • CRO

The A/B Test

We recently ran a test comparing different versions of the cart. We were planning to change their /cart page to a slide-out drawer cart since this is quickly becoming best practice on ecommerce sites, but we wanted to make sure the change wouldn't hurt their conversions.

Version 1

The first version of the slide-out cart included additional iconography and information to help build trust with the customers.

Version 2

The second version was more simplified.

You guys are literally the best!
Anthony Mink CEO, Live Bearded

A/B Test Results

At the end of the test, it was clear that the slide-out cart with iconography and trust-building information was the winner. When we reviewed Live Bearded’s checkout completion rate, we saw that this slide-out cart had a 40% improvement over the baseline.

Results

  • +40% Conversion rate improvement
Person hiking with a WANDRD bag

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