Last Updated: May 16, 2026 | Reviewed by Devon Cox, President, ConversionTeam
Across a 3-year CRO testing engagement, ConversionTeam ran 10 tests with a 90% win rate (9 winners), driving $5MM+ in incremental site revenue for this houseplans eCommerce marketplace. The program produced a 67% measured test lift and a 25.3% estimated real-world conversion lift, validating that high-consideration products ($1k+) respond to A/B testing the same way high-volume eCommerce sites do.
ℹ
Client Background
Our client is a premier online marketplace that focuses on providing a broad selection of house plans and custom home design services. With offerings that range from small cabin plans to luxury estates, they serve a wide array of customers including first-time home builders, real estate developers, and DIY enthusiasts. With an emphasis on customization and quality, their platform attracts prospective homeowners from across the United States and beyond, seeking unique and personalized home designs.
?
The Challenge
The client wanted to add A/B testing as a core practice without creating an internal CRO team. They reached out to us to improve their revenue per user and conversion rate for their 50,000+ daily users.
🎯
Objectives
The primary objectives of this engagement included improving the overall conversion rate, enhancing user experience across the funnel, and increasing micro-conversions such as new account creations and favoriting actions.
💡
Our Solution
The engagement included a comprehensive Hitlist CRO Audit, which provided a detailed and actionable report of hitlist (do-now) enhancements, high-value test recommendations, and a Google Analytics audit. The audit served as the foundation for identifying quick wins and long-term strategies.
Following the audit, the engagement moved into the Iterate A/B Testing Program, a monthly program designed for continuous site improvement. The program included 3 testing cycles at a time and offered full-service solutions covering recommendations, design, development, QA, and expert analysis. The program also provided the client with free access to ConversionTeam's proprietary testing platform and ongoing Google Analytics and Tag Manager assistance. This iterative approach allowed for agile implementation and data-driven decision-making, leading to consistent and impactful results.
📋
A/B Testing Program Highlights
Across the engagement, we ran A/B tests in the following areas:
- Site navigation
- Product detail pages
- Checkout flow
- Cart page
- Search box and results pages
- Collection pages
- Social proof elements
The three featured tests below illustrate the range and depth of the program. The program's full results, including all winning and losing tests, are summarized at the end.
Merge Floorplan Elevations into Main Thumbnail Area
ℹ
Background
User behavior analytics indicated that floorplan elevations were critical but underemphasized elements on the product detail pages.
🧪
Hypothesis
Merging floorplan elevations into the main product thumbnail area would increase user engagement and conversion rates.
⚙
Methodology
The test involved integrating floorplan elevations into the main product thumbnail area, replacing one of the existing photo thumbnails with the elevation drawing.
📊
Results
The test was successful, yielding a 25% increase in transaction conversion rate and an 18% increase in revenue per user at a 99% confidence level. The test was particularly strong for returning users, up 28% for that segment.
After
3rd thumbnail changed to floorplan elevation
📈
25%
Increase in Conversion Rate
🎯
18%
Increase in Revenue per User
💰
28%
CR Increase for Returning Users
Product Listing Page Filter Facet Optimization
ℹ
Background
Google Analytics data on the Product Listing Pages (PLP) showed that facet usage versus placement was suboptimal, suggesting room for improvement in the filter ordering.
🧪
Hypothesis
Optimizing the facet order on PLP pages would lead to increased user engagement and higher conversion rates.
⚙
Methodology
Three test variations were created to identify the most effective facet arrangement on PLP pages.
📊
Results
Version 2 of the test was highly successful, resulting in a 19% increase in revenue per user and a 24% increase in transaction conversion rate at a 96% confidence level. The test was very strong for mobile as well, up 35%. The client subsequently implemented Version 2, which also led to another successful iteration in a follow-up test.
After
Plan Type moved down, Outdoor Living moved up
📈
24%
Increase in Conversion Rate
🎯
19%
Increase in Revenue per User
💰
35%
CR Increase for Mobile Users
Cart Fine Print Reduction
ℹ
Background
The cart page included redundant fine print that was also present in the purchase agreement, potentially causing friction for users during the checkout process.
🧪
Hypothesis
Removing redundant fine print from the cart page would reduce user friction, leading to increased conversions without a corresponding increase in customer complaints.
⚙
Methodology
The test involved the removal of the 'I understand...' fine print line from the cart page.
📊
Results
This test won, up 7.4% for conversion at 99% confidence. It was strong for paid traffic, up 11% for revenue per user. Returning users saw a 12.5% conversion rate lift. There were no increases in customer support volume from the change.
After
Fine print near CTA removed
📈
7.4%
Increase in Conversion Rate
🎯
11%
Increase in Revenue per User for Paid Traffic
💰
12.5%
CR Increase for Returning Users
🏆
Program Results
This was a 3-year CRO engagement. The audit identified the highest-leverage opportunities; the ongoing Iterate A/B Testing Program then ran 10 tests across navigation, product detail, search, checkout, and social proof — 9 of which won.
Based on our progress report and program tracking, we delivered a 67% measured test conversion rate lift, a 20% conservative lift, and an estimated 25.3% real-world lift, which translates to over $5 million in incremental site revenue.
We've had an excellent relationship with this client over the last 3 years, recently helped them completely redesign their site, and continue to power their A/B testing program.
This client is a great example of how even high-consideration products ($1k+) respond to A/B testing in a very similar way to high-transaction, low-AOV eCommerce sites — the same principles of friction reduction, social proof, and clear value communication apply.
📊
90%
Program Win Rate (9 of 10)
💰
$5MM+
Incremental Site Revenue
📈
3 yr
Engagement Duration
Client Testimonial
"ConversionTeam has been an outstanding partner. We're seeing over 100x ROI and the team is responsive and easy to work with. We're looking forward to taking our site and revenue to the next level with their assistance."
Tim Hampton
Architectural Floor Plans, eCommerce Director
Frequently Asked Questions
What is an engagement-level CRO case study?
An engagement-level case study documents the cumulative outcome of a multi-test CRO program rather than a single A/B test. It reports on the program's win rate, total revenue impact, and breadth of tests run. This format reflects how CRO actually delivers value over time: through repeated testing across different parts of the conversion funnel, with wins compounding.
What was tested in this houseplans eCommerce CRO engagement?
Ten A/B tests across navigation, product detail pages, the cart and checkout, search, collection pages, and social proof elements. The program produced 9 wins out of 10 tests, plus analytics tagging and reporting work that built the measurement foundation for future testing.
Which test had the biggest impact?
Merging the floorplan elevation into the main product thumbnail area drove a 25% lift in transaction conversion rate and 18% lift in revenue per user at 99% confidence. Returning users responded even more strongly, up 28%. The insight: when a category's buying decision depends on a specific piece of information (floorplan layout), elevating that information into the primary visual carousel makes a measurable difference.
How long did this CRO engagement run?
3 years. The relationship is ongoing — we've also helped redesign the site and continue to power their A/B testing program.
Does A/B testing work for high-consideration, high-AOV products?
Yes. This case study is a great example: house plans typically sell for $1,000+ each and the buying decision can take weeks. Even at that price point and consideration depth, the same conversion principles that drive low-AOV eCommerce — friction reduction, social proof, clearer value communication, better information architecture — produced 9 winning tests and $5MM+ in incremental revenue. The principles transfer.
How does ConversionTeam decide what to test?
Every engagement starts with a comprehensive Hitlist CRO Audit that combines analytics review, user testing, competitive analysis, and funnel mapping to identify the highest-leverage opportunities. The audit produces a prioritized backlog. The testing program then validates the top opportunities with A/B tests before client engineering invests in native implementation.
This program did so well because we did extensive user testing that surfaced pain points that were not obvious to those who worked on the site every day, but were glaringly obvious to new users trying to understand the product.
Devon Cox
President, ConversionTeam
