CRO by industry means fitting your tests to the reason people in your market hesitate.
A shopper buying a $20 serum, a parent choosing a dog supplement and a driver comparing car insurance quotes all drop off for different reasons.
So the tests that win in one industry often do nothing in another.
The pages below group real A/B test results from our database by industry, so you can start with what has worked for businesses like yours.
Each industry page lists every result we hold for that market, with the numbers and the team that ran the test.
For typical conversion rates by industry, see our conversion rate by industry benchmark.
To browse everything at once, use the full test database.
Conversion rate optimization by industry: how needs differ
The basics of CRO are the same everywhere: find where people drop off, form a hypothesis, test it, keep what wins.
What changes by industry is the main objection, the page that matters most and the metric you should judge a test on.
| Industry | Main objection | Pages that matter most | Metric to judge tests on |
|---|---|---|---|
| Beauty | Will this suit my skin? | Product pages, kits, collections | Revenue per visitor |
| Supplements | Does it work, and is it safe? | Paid landing pages, advertorials | Purchases, then repeat rate |
| Fashion | Will it fit? | Product pages, size selectors | Revenue per visitor (returns matter) |
| Pet | Is it right for my animal? | Product pages, subscription offers | Subscription orders |
| Food and beverage | Will I like the taste? | Navigation, collections, bundles | Revenue per visitor, order value |
| Healthcare | Can I trust this with my health? | Product and service pages | Conversion rate, revenue per session |
| Insurance | Is this quote worth my time and data? | Quote forms, landing pages | Completed quotes or applications |
| Financial services | Is this safe, and can I finish the form? | Application forms | Completed applications |
| Education | Is this course right for me? | Course pages, enquiry forms | Qualified enquiries |
Low-price, repeat-purchase stores
Beauty, supplements, pet and food stores sell things people use up and buy again.
The purchase is small, so the job is to remove doubt fast: say what the product is, who it is for and what it does.
Clarity often wins here. Source Patrol found that adding the word "supplement" to a landing page headline lifted purchases by 89.97%.
Conversion Fanatics added a skin-type comparison table to a skincare kit page and saw revenue per visitor rise 22.8%.
In food, Blend Commerce grouped a coffee menu by flavor and lifted revenue per visitor 11%.
Subscriptions are a big lever for these stores.
Blend Commerce rebuilt the subscription card on a pet food product page and got 20% more subscription orders.
Fit-driven stores
Fashion has a problem most industries don't: the product may not fit.
Tests that reduce sizing doubt tend to do well.
Oliver Kenyon split a size selector into separate men's and women's sizes and lifted revenue per visitor 12.9%.
Dave Diederen added a model size overlay to product images, such as the model's height and the size they wear, for a 4.61% gain.
Judge fashion tests on revenue, and check returns where you can.
A change that sells more items that come back is not a win.
Trust-heavy health products
Health and healthcare buyers want proof, but a badge alone is not always enough.
Dave Diederen tested a "Clinician Recommended" badge on a product page with more than 76,000 visitors and found no clear effect.
Embark, by contrast, added a concrete health example to its premium kit copy and saw revenue per session rise 10%.
The lesson across these results: specific, believable claims tend to beat generic trust signals.
Check what you are allowed to claim before you test health copy.
@DaveDiederen
Blend CommerceBlend Commerce
Conversion Fanatics@DaveDiederenForm-based industries: insurance, finance and education
In insurance, financial services and education, the conversion is usually a form, not a cart.
People hand over personal data and expect to be contacted, so friction and privacy worries carry more weight than price.
Answering questions before the form can pay off.
AB Tasty reports that a North American insurer moved its FAQs above the quote area and got 140.33% more application submissions.
Groupama added a data-privacy message to a quote form for one segment and gained 10% more quotes.
Long application forms need ways around the hardest fields.
Tinkoff Bank added a "don't remember passport details?" option that let people continue without them, and applications rose 35.8%.
IMB Bank used an exit popup offering to save or continue a loan form and saw 52% more applications saved.
Education buyers compare options before they enquire. RMIT Online added a "Courses" dropdown to its mobile header and lifted lead form submissions 7.78%.
Compare Courses moved an enquiry form above the fold, and while other leads rose 159.52%, form leads fell.
That result is a reminder to track every lead type, not just the one you changed.
@oliverkenyonHow to use industry results
Treat a result from your industry as a strong starting idea, not a promise.
The same change can win for one store and lose for the next, because audience, price and traffic source differ even within an industry.
Check how each result was measured before you lean on it.
Most entries are A/B tests, but some are before-and-after comparisons or bundled redesigns, such as the Webtopia colostrum page that moved conversion from 1.29% to 1.65% after launch.
Those are useful for ideas but weaker as proof.
A good habit: pick your industry page, sort the results by the page type you plan to work on, and test the two or three ideas that address your buyers' main objection first.