Goat Milk Stuff faster site rebuild: +22% conversion rate
Test run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirsRebuilding the Goat Milk Stuff store on a faster theme, with a quiz, subscriptions and richer collection pages, was followed by a 22% rise in conversion rate.
Blend Commerce did the work and published it as a Blend Commerce case study.
Many changes launched together and this is a before/after result, so no single change can take the credit.
- Conversion rate: +22% in the first few months after the March 2021 launch.
- Bounce rate: 62.29% to 55.05% in the first four months.
- Average page views: +10.53%.
- All figures are before/after, not from a split test.
Control
The previous site, which was slower and had a high bounce rate, plus some accessibility issues.
Variant
A new build on the Turbo theme with custom collection pages, a free booklet added to cart with purchases, a farm pickup option, subscriptions through ReCharge, a bundle feature and a personalised product quiz.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A faster theme likely kept more visitors on the site long enough to shop.
- Collection pages with more detail on each product type may have helped shoppers pick the right soap or lotion.
- The quiz and subscriptions gave unsure and repeat buyers easier paths to purchase.
Caveats: Many changes launched together and this is not a split test. Results cover the first few months after launch, and traffic and order numbers were not shared.
Who ran it
Blend Commerce ran this test for Goat Milk Stuff 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 to a faster theme and add richer collection pages, then conversion rate will rise because fewer visitors bounce and more find the right product.
- Primary metric
- Conversion rate
- Guardrails
- Bounce rate
- Page load time
- Average order value
- Who should test it
- Stores on a slow or dated theme with high bounce rates and a range of similar products. If your site is already fast, speed alone will add little; test the quiz and collection page changes separately to learn which ones matter.
Questions
Does a faster site increase conversion rate?
Often, because fewer visitors leave before the page loads.
Here speed came bundled with other changes, so its own share of the 22% is unknown.
Is a 7-point drop in bounce rate meaningful?
Yes, going from 62% to 55% means noticeably more visitors stayed past the first page.
Check that the drop holds once launch effects wear off.
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