# Full site redesign for Damn Filters: +191% conversion rate

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Layout, fonts & visual design, Navigation & mega menus
- Date shared: 2021
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/our-work/191-increase-in-conversion-rate-cr-through-a-website-redesign
- Page: https://liftarchive.com/test/damn-filters-site-redesign/

A 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.

## Result

**+191% conversion rate**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Returning customer conversion rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/damn-filters-site-redesign/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.