Multiple: Full-Site CRO Program with BFCM Acceleration for Home Decor Retailer
Hypothesis
Z Gallerie's mobile conversion rates (30% of desktop rates) represent a major revenue gap that can be closed through systematic mobile-first experimentation during a platform migration period, delivering rapid ROI before the BFCM season.
Test Results
Key Learning
Context: Mobile users experience the multiple differently — smaller screens, touch targets, and limited attention require purpose-built design.
What was tested: Platform migration periods are high-opportunity for CRO because front-end improvements can be made without waiting for backend replatforming. Mobile-desktop CVR gap (desktop 3x better) indicates mobile UX problems, not traffic quality problems. Pre-BFCM CRO investment has multiplied ROI because improvements hit during the highest-volume traffic period of the year. 66% test success rate (above industry average of ~20-30%) indicates a strong research-driven hypothesis generation process
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: full-site cro program with bfcm acceleration for home decor retailer 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.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Z Gallerie, a home furnishing retailer, was mid-platform-migration and needed CRO gains without development resources. Invesp achieved a 66% experiment success rate, delivered 55% overall CVR uplift within 8 months, and boosted BFCM revenue 17% above projections. The 4x first-week ROI was the highest the VP of Marketing reported ever seeing.
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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