Multiple: Braxley Bands: Site-Wide UX Optimization Drives 40% Conversion Increase and 8% AOV Lift
Hypothesis
A holistic UX audit of Braxley Bands' site identifying friction in product discovery, trust-building, and cart will produce both higher conversion rates and higher average order values.
Test Results
Key Learning
Context: Friction during the multiple process causes users to abandon right when they're closest to converting.
What was tested: UX improvements can simultaneously lift conversion rate AND average order value when they improve product discoverability. Accessories brands benefit significantly from improved cross-selling and product bundling presentation. 40% site-wide conversion increase requires addressing multiple touchpoints
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested multiple: braxley bands: site-wide ux optimization drives 40% conversion increase and 8% aov lift but produced no statistically significant change. The test was run on a landing page page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that layout tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
What Was Tested
Braxley Bands, a watch band and accessories ecommerce brand, worked with Oddit for a site-wide UX optimization. Post-implementation results included a 40% increase in site-wide conversion rate and 8% increase in AOV (average order value) in-cart. The dual improvement in both CVR and AOV suggests the recommendations improved product presentation and cross-sell/upsell elements simultaneously.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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