Conversion rate optimization for
blinds eCommerce

To optimize the conversion rate of Windecor’s online store for blinds and roller shades, we developed a step-by-step plan for testing and implementing changes.

First, we conducted a thorough audit of the website. Based on the findings, we provided the client with a report identifying weak spots on the site that were negatively affecting the conversion rate. The report consisted of three parts:

• A usability and website audit;

• Changes that should be made without prior testing;

• Changes that need to be tested first and only implemented if they deliver the expected results.

During the audit, we also identified several important insights:

• Mobile traffic and sales significantly outperformed desktop;

• The average order value from desktop users was twice as high as mobile, even though desktop conversions were lower and the overall conversion rate was slightly behind;

• Some site features weren’t being used by visitors and were more distracting than helpful, so we recommended removing them.

Based on this analysis, we decided to focus on improving the desktop version to bring its conversion rate up to par with mobile. This would lead to increased revenue, since the average order value is higher on desktop. At the same time, we aimed to optimize the mobile experience and further boost conversions there as well. From our testing plan, we developed and tested several hypotheses.

Test 1 – Restructuring the Product Page

Hypothesis: The product page had too much empty space on the left, making it uncomfortable to use. We redesigned the layout to place elements more compactly.

Result: The experimental version of the page showed a 172% increase in conversions. The hypothesis proved to be correct.

Tests 2 & 3 – Removing the Extra Button on the Product Page

Hypothesis: The product page included two buttons: “Buy” and “Need Help.” Our hypothesis was that the “Need Help” button was redundant, as a similar button already appeared in the fixed header above. For the test, we tried two approaches:

Repurpose the button – We changed its color and label to “Buy in One Click.” However, the experiment showed this had little to no impact—the number of clicks didn’t increase noticeably.

1. =

Remove the button entirely – This resulted in a 243.8% increase in clicks on the “Buy” button.

Test 4 – Mobile Page Layout Optimization

Hypothesis: Since the site didn’t have a dedicated mobile version, we ran a test on a layout that could also be adapted for desktop. Product images didn’t convey enough information and forced users to scroll excessively. We removed the static row of images and replaced it with a horizontal scrollable gallery. This brought the rest of the features and the “Buy” button higher up on the screen, making them easier to find.

Result: The experimental version increased clicks on the “Buy” button by 201.9%.

Test 5 – Changing the Color of the Color Filter Button

Hypothesis: The existing color filter button on the category page was nearly invisible. To make it more noticeable and user-friendly, we changed its color.

Result: The color change increased the number of clicks and made site navigation easier for users.

Based on the results of our tests, we prepared a report and implementation guide for the developer.

We also observed positive changes in sales and revenue across the entire site, according to Google Analytics:

As well as on individual pages where tests were conducted: