Eco Kids Planet redesign with higher CTA: +13% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsEco Kids Planet redesigned its home and product pages with a higher, simpler call to action and clearer navigation, and conversion rate rose 13%.
Blend Commerce ran the redesign for the children's magazine subscription brand.
Several changes shipped together and results come from a before/after comparison, not a split test.
- Conversion rate: +13% after the redesign.
- Average order value: +48%, per the case study data we collected.
- Revenue: +54%. Direct traffic also rose 54%, so part of the revenue gain is likely from more visitors.
- Because many changes launched at once, no single change can be credited.
The change
Add-to-cart moved above the fold and navigation simplified
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The add-to-cart button sat low on the page, below the fold. Navigation was unclear, and visitors did not always understand what the brand sold.
Variant
Redesigned home and product pages put the call to action higher and made it simpler, and focused on the magazine subscriptions on offer. Navigation was rebuilt, the checkout path was simplified and fonts were updated for clearer branding.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A button above the fold is seen by more visitors, so more of them start checkout.
- Clearer navigation helps parents find the right magazine subscription faster.
- Making the products the focus answers the basic question of what the store sells.
- A simpler checkout path removes steps where buyers might drop off.
Caveats: This is a before/after comparison of a bundled redesign, measured in the months after launch, not a split test. Direct traffic grew at the same time, which affects revenue.
Who ran it
Blend Commerce ran this test for Eco Kids Planet 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 move the main call to action above the fold and simplify navigation, then more visitors will subscribe because they can see what we sell and how to buy without scrolling.
- Primary metric
- Conversion rate
- Guardrails
- Average order value
- Subscription cancellation rate
- Checkout completion rate
- Who should test it
- Subscription and single-product stores where heatmaps show the buy button is missed. Stores with large catalogues, where visitors come to browse, may see less benefit from a higher CTA alone.
Questions
Should the add-to-cart button be above the fold?
On most product pages, yes. If shoppers have to scroll to find it, some never will, though long-consideration products may need more content first.
How do I know if my navigation is hurting sales?
Look at heatmaps, search usage and exit rates on menu pages.
If people open the menu and leave without clicking, the labels or structure may be unclear.
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