# Eco Kids Planet redesign with higher CTA: +13% conversion rate

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Navigation & mega menus, Add-to-cart & CTA buttons, Layout, fonts & visual design
- 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/54-increase-in-revenue-with-a-growth-partnership
- Page: https://liftarchive.com/test/eco-kids-planet-store-redesign/

Eco 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.

## Result

**+13% conversion rate**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Average order value
- Guardrail: Subscription cancellation rate
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/eco-kids-planet-store-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.