Multiple: Mobile-First UX and Checkout Optimization for Candle Brand
Hypothesis
A mobile-first site audit focused on reducing friction in search, navigation, and checkout for a home fragrance brand will yield measurable conversion lifts within 90 days through systematic quick wins before longer-term test cycles complete.
Test Results
Key Learning
Context: Users arriving at the multiple can't efficiently find what they're looking for, increasing bounce rates.
What was tested: Checkout optimization is the highest-leverage intervention for brands with existing traffic — a 29% checkout lift compounds across all marketing channels. 3-month CRO programs can deliver meaningful results when quick wins are prioritized before long-running tests. Home fragrance/scent products have a sensory gap online — trust-building content near checkout reduces abandonment. Mobile checkout form optimization (autofill, address lookup, payment icons) yields fast gains
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: mobile-first ux and checkout optimization for candle brand 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 form 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
Azuna, a home fragrance brand, joined Blend's CRO program and within 3 months saw a 7% overall conversion rate improvement and a 29% increase in checkout conversion specifically. Interventions included mobile UX improvements to search and navigation, and checkout friction reduction. The 3-month timeframe emphasizes quick-win identification alongside longer-term test setup.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Icon Labels
Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.