Full site redesign for Damn Filters: +191% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsA full, research-led redesign of the Damn Filters store was followed by a 191% rise in conversion rate compared with the same weeks a year earlier.
Blend Commerce did the redesign and published it as a Blend Commerce case study.
This was a before/after comparison of a whole new site, not a split test.
- Conversion rate: +191% from 23 Sep to 8 Nov 2021, compared with the same period in 2020.
- Store revenue: +211% over the same period.
- Average order value: +79%.
- These are year-over-year figures, so seasonality, traffic and marketing changes are mixed in.
Control
The previous Damn Filters store design, which already scored well on Google page speed and SEO checks.
Variant
A redesigned store with a new site map and user journey built from user research and audits. Blend rebuilt the back end, the front end and the Klaviyo email flows, keeping it familiar for returning customers.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A new site map and clearer journey likely helped shoppers find the right filter and reach checkout faster.
- Research such as session recordings and heatmaps pointed the redesign at real problems, not guesses.
- The rebuilt email flows may have lifted revenue alongside the site changes.
Caveats: Whole-site redesign compared year over year, not a split test. Email flows changed at the same time, and traffic numbers were not shared.
Who ran it
Blend Commerce ran this test for Damn Filters and published the results (Blend Commerce case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Blend Commerce →
How to run this test on your store
- Hypothesis
- If we rebuild the site map and user journey based on user research, then conversion rate will rise because shoppers reach the right product and checkout with fewer steps.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Returning customer conversion rate
- Page speed
- Who should test it
- Stores whose research shows people get lost finding the right product, such as parts or filters sold by fit. A redesign is hard to split test; where you can, test the biggest changes one by one, or run the new site against the old on a share of traffic.
Questions
Is a 191% conversion lift from a redesign typical?
No. This is a year-over-year comparison that also includes other changes, so it is an upper-end result, not a benchmark.
How do you measure a redesign without an A/B test?
Compare the same dates year over year, as here, and check traffic sources and promotions.
A split test of old against new is more reliable if your platform allows it.
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