Strategic CRO changes that enhanced conversion and AOV

We built WANDRD’s website to drive conversions by capitalizing on the brand’s unique products and passionate customer base. Our strategic design has helped communicate value and give users a more streamlined path to purchase.

Since we launched the site, WANDRD has continued partnering with us for ongoing CRO work. Some of our standout test results came from simple changes that harnessed big results.

  • +13% conversion rate improvement
  • +6% average order value
Person hiking with a WANDRD bag
Client WANDRD
Industry Sports & Equipment
Website wandrd.com

Fuel Made's Role

  • Ecommerce Strategy
  • Conversion Rate Optimization
  • User Experience Design
  • Custom Shopify Development
Desktop and mobile pages for WANDRD with images of people using different types of bags.

Test #1

More bundles, higher AOV

The WANDRD PRVKE bag has a robust “upgrade” section, where users can upgrade from the basic pack to a bundle with accessories. The hypothesis was that users would be more likely to engage with the bundle upgrade products (and ultimately spend more per visit) if they have to view the bundle section before getting to the add-to-cart button. So for the test, we moved the ATC button below the bundle upsell section.

Outcome:

The variant (moving the ATC button below the bundle upgrades) had a 13% higher conversion rate, and the average order value was $10 higher! 

The winning variant is now rolled out to all users.

Before and after comparison of a product page layout for PRVKE LITE on a dark blue background.
We just love you guys!
Ryan Cope Co-Founder

Test #2

Increasing CvR with just a few words

It’s important to highlight any unique value proposition that a brand offers. For WANDRD, one of these value adds is fast shipping on all orders (2-3 days). Since users appreciate transparency when it comes to shipping, we tested adding a shipping speed message to their drawer cart.

Outcome:

We found that adding this message increased conversion by 9%, and added an additional 6% in revenue per visitor. A key takeaway from this test is that users just want to know what to expect when it comes to shipping, even if it isn’t free. 

Results

  • +13% Conversion rate improvement
  • +6% AOV
Shopify website developed by Fuel Made with a backpack product page and shopping cart overlay.
Person wearing bracelets made by ecommerce brand Kris Nations

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