Primal Kitchen DTC redesign: +33% revenue, +6% conversion
Test run byPrismflyCRO agency
Commentary byLiftArchiveOur analysis, not theirsPrimal Kitchen's redesigned direct-to-consumer site was followed by a 33% rise in purchase revenue and a 6% rise in purchase conversion.
Prismfly ran the redesign for the sauce and condiment brand and published it as a Prismfly case study.
It is a before/after comparison of many changes at once, and the comparison window was not shared.
- Purchase revenue: +33%. This is the headline number.
- Revenue per active user: +40%, so each engaged visitor was worth more.
- Purchase conversion rate: +6%, a smaller gain. Most of the revenue lift came from order value or volume, not conversion rate alone.
- First-time purchases rose 16% and engaged sessions rose 43%.
- Site scores also improved: desktop accessibility went from 91 to 100, and mobile performance from 25 to 34.
Control
The previous Primal Kitchen DTC site, which the agency describes as outdated, hard to manage and weak on accessibility.
Variant
A full redesign with a new look, better navigation, a bundle builder, an optimized cart drawer, fewer apps and faster pages. Desktop performance scores rose from 65 to 80.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Faster pages and fewer apps likely cut friction, though mobile performance was still low after launch.
- A bundle builder may have pushed shoppers to buy several products at once, raising order value.
- Clearer navigation and better product discovery probably helped new visitors find products, which fits the rise in first-time buyers.
- Seasonality or marketing changes during the comparison window could also explain part of the lift.
Caveats: Before/after comparison with no stated time window or sample size, and many changes shipped together. Agency-reported figures.
Who ran it
Prismfly ran this test for Primal Kitchen and published the results (Prismfly case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Prismfly →
How to run this test on your store
- Hypothesis
- If we speed up the site, simplify navigation and add a bundle builder, then revenue per user will rise because shoppers find products faster and buy more in one order.
- Primary metric
- Revenue per user
- Guardrails
- Purchase conversion rate
- Mobile page speed
- Average order value
- Who should test it
- Food and consumable brands with several flavors or products that pair well, and a dated or slow site. Brands with a single hero product will get less from a bundle builder. Split-test the bundle builder on its own if you want a clean read.
Questions
Does a faster site increase ecommerce revenue?
Often, but it is hard to isolate. Here speed improved alongside a redesign, a bundle builder and new navigation, so the 33% revenue lift can't be credited to speed alone.
What is revenue per active user?
Revenue divided by the number of engaged users in a period.
It rose 40% here, more than conversion rate, which suggests shoppers spent more per visit.
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