# Primal Kitchen DTC redesign: +33% revenue, +6% conversion

- Outcome: Won
- Page type: Site-wide (Ecommerce)
- Elements: Layout, fonts & visual design, Themes, page builders & page speed
- Test run by: [Prismfly](https://liftarchive.com/practitioners/prismfly/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://prismfly.com/case-study/primal-kitchen
- Page: https://liftarchive.com/test/primal-kitchen-dtc-redesign/

Primal 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.

## Result

**+33% revenue, +6% conversion**

- 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The previous Primal Kitchen DTC site, which the agency describes as outdated, hard to manage and weak on accessibility.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)

- 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.

## How to run this test

- 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
- Guardrail: Purchase conversion rate
- Guardrail: Mobile page speed
- Guardrail: 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.

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Credit: Prismfly ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/primal-kitchen-dtc-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.