# Goat Milk Stuff faster site rebuild: +22% conversion rate

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Themes, page builders & page speed, Product finder quizzes, Subscriptions & subscribe-and-save
- 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/22-increase-in-conversion-rate-from-custom-development
- Page: https://liftarchive.com/test/goat-milk-stuff-site-rebuild/

Rebuilding 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.

## Result

**+22% conversion rate**

- 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)

- 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.

## How to run this test

- 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
- Guardrail: Bounce rate
- Guardrail: Page load time
- Guardrail: 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.

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Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/goat-milk-stuff-site-rebuild/).
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.