Multiple: Human Improvement: UX Audit Doubles CVR from 1.75% to 3.5% with 25% AOV Lift
Hypothesis
Expert UX audit of a health and wellness ecommerce brand will identify conversion blockers that, when fixed, will double conversion rate and increase average order value.
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: Health and wellness brands often have trust and credibility gaps in their UX — addressing these can double conversion. Starting from an industry-average baseline, structured UX improvements can move a brand to top-quartile performance. 25% AOV improvement alongside doubled CVR suggests better product bundling and upsell presentation. Health supplement buyers need specific reassurance signals — clinical language, ingredient transparency, third-party validation
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: human improvement: ux audit doubles cvr from 1.75% to 3.5% with 25% 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
Human Improvement, a health and wellness brand, worked with Oddit for site UX optimization. CVR doubled from 1.75% to 3.5% and average order value increased 25%. Starting from a 1.75% baseline (typical for the category), doubling CVR represents moving from below-average to above-average performance for health supplements/wellness ecommerce.
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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