Multiple: Funnel Conversion Rate Optimization for Power Equipment Retailer
Hypothesis
A paid-traffic-dependent power equipment retailer with below-average conversion rates has conversion problems at both discovery (high funnel) and consideration (low funnel) stages. Teaching the marketing team CRO fundamentals alongside making site improvements will deliver sustained conversion gains.
Test Results
Key Learning
Context: Users can't quickly find relevant products or content on the multiple, leading to frustration and early exits.
What was tested: Power equipment buyers do significant research before purchasing — high-funnel content optimization (category pages, buying guides) has outsized impact. Training internal teams on CRO fundamentals during an engagement creates lasting capability rather than dependency. Below-average conversion rates on paid traffic indicate the site is not delivering on ad promises — landing page/product page alignment is key. D2C brands cutting out middlemen need to prove value online clearly; feature and spec communication is critical for considered purchases
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: funnel conversion rate optimization for power equipment 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.
What Was Tested
Generator Depot had been driving paid traffic with poor ROI due to low conversion rates. Invesp worked both on site optimization and training the internal marketing team to understand conversion data and make better decisions. Three months in, Generator Depot's team was grasping CRO fundamentals. Results showed 25% improvement at the low end of the funnel (product/checkout) and 60% at the high end (category/search).
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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