Conversion rate optimization for
pets eCommerce

Website Analysis

During our site audit, we discovered that despite having a large traffic volume, the conversion rate remained below potential.

This issue was especially noticeable on mobile devices, accounting for over 75% of all visits, yet showing a lower CR (2.44%) compared to desktop (2.83%).

To improve user experience and increase sales, we conducted a CRO audit, developed a series of hypotheses, and tested them through A/B experiments.

Goal: find simple but impactful changes that could improve conversions without a full redesign.

Hypotheses for website testing

Based on the CRO audit, we developed several hypotheses that could positively affect user behavior:

• CTA Button Color
  If the buttons are made brighter (green or orange), they’ll attract more attention and increase CTR.

• Button Text “Buy” → “Add to Cart”
  This phrasing reduces purchase pressure and encourages users to take the first step more comfortably.

• Order of Homepage Blocks
  Moving the “Products for Your Pet” block higher could help users find the right category faster and move further down the funnel.

• “Bestseller” Badge
  Adding badges creates a social proof effect and stimulates purchase intent.

• Placing “Delivery / Payment” Sections Near the Purchase Button
  This can reduce drop-offs if users immediately see the purchase conditions.

Conducting A/B tests

We implemented a series of A/B tests using CrazyEgg, splitting the traffic evenly between the original and test versions.
More than 10 different tests were run, though we highlight only a few here.

In each test, the main tracked conversion was a click on the “Buy” or “Add to Cart” button.

Test 1 – changing button color on the homepage

Hypothesis: The current button color wasn’t bright enough to catch users’ attention.
We tested alternative button colors to measure their impact on CTR.

Result: The version with the green button showed a significantly higher CTR.

Test 2 – changing the order of homepage blocks

Hypothesis: The “Product Categories” block is more important to users than “Bestsellers.”
We moved the “Products for Your Pet” section higher on the homepage.

Result: The new layout delivered a higher conversion rate, confirming the hypothesis.

Test 3 – Adding “Bestseller” labels to products

Hypothesis: Adding a “Bestseller” badge would attract attention and increase clicks on selected products.
We added the badge to several items and tracked user behavior.

Result: Products with the “Bestseller” label received more clicks and were purchased more often than those without it.

Test 4 – displaying product stock quantity

Hypothesis: Showing the remaining quantity could create a sense of urgency and increase sales.
Instead of the “In stock” label, we displayed the exact number of items left.

Result: The version showing stock levels achieved a higher conversion rate.

Test 5 – changing the “Buy” button text

Hypothesis: Since the “Buy” button actually adds the product to the cart, the label “Add to Cart” could make the process clearer to users.

Result: The new button text received a better user response.

Key takeaways

The biggest impact came from minor UX adjustments — changes that didn’t require a full redesign:

• Clear and user-friendly CTAs

• Strong color contrast

• Logical content structure

Conclusion:
Even minimal changes in user perception (text, color, block order) can deliver significant sales growth and conversion improvements of +15–20%.