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Wee Squeak mobile-first redesign: +26% mobile conversion rate

WinnerBefore/after, not a split testSite-wide
Blend CommerceTest run byBlend CommerceCRO agency
Commentary byLiftArchiveOur analysis, not theirs

A mobile-first redesign of the Wee Squeak store was followed by a 26% rise in mobile conversion rate and a 40% rise in mobile revenue.

Blend Commerce did the redesign and published it as a Blend Commerce case study.

It was a before/after change that also included a move from Mailchimp to Klaviyo, not a split test.

+26% mobile conversion rate
  • Mobile conversion rate: +26%.
  • Overall conversion rate: +16%.
  • Mobile revenue: +40%.
  • The measurement period and traffic figures were not shared.

Control

An older store where mobile traffic had grown from 50% to 80% of visits in three months, but mobile conversion sat under 2%, well below desktop.

Variant

A redesign on the Turbo theme with every design choice made mobile-first, and product pages reworked to make product details easier to view.

Why it likely won

Our reading of the result, not the practitioner's claim.

  • With 80% of visits on phones, designing for mobile first fixed the experience most shoppers actually saw.
  • Parents buying children's shoes need clear product detail, such as sizing and fit, and the product page rework made that easier to see.
  • The move to Klaviyo may have lifted mobile revenue too, separate from the site design.

Caveats: Before/after of a full redesign plus an email platform migration, so the lift can't be credited to any one change. The period measured was not stated.

Who ran it

Blend Commerce ran this test for Wee Squeak 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 redesign the store mobile-first and make product details easier to view on phones, then mobile conversion rate will rise because most shoppers are on mobile and the current layout fails them.
Primary metric
Mobile conversion rate
Guardrails
  • Desktop conversion rate
  • Mobile average order value
  • Return rate
Who should test it
Stores where most traffic is mobile but mobile conversion lags well behind desktop. If your mobile and desktop rates are already close, a full redesign is unlikely to pay off; test product page changes first.

Questions

Why does mobile convert worse than desktop?

Small screens make product details, navigation and checkout harder.

A gap is normal, but a large one usually points to layout problems you can fix.

Should I design my store mobile-first?

If most of your visitors are on phones, yes.

Wee Squeak's traffic was 80% mobile, and the mobile-first redesign came with a 26% mobile conversion lift.

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