How Mi Amante increased conversion by 11.1% with a data-led CRO program

Visit the website

11.1%

onversion uplift

13.8%

higher revenue per visitor

Brand

Mi Amante

Partnering since

2024

Location

Europe

Technology

Shopify

Mi Amante is an established hair care brand selling treatments and at-home hair color through its own Shopify store, and a large network of drugstores, salons, and marketplaces. Its direct-to-consumer channel serves both loyal customers returning for products they trust and new buyers discovering the brand online.

An audience with distinct buying habits

Mi Amante’s customers can purchase its products through several retail channels, yet many choose to order directly from the brand’s Shopify store.

While a large share are repeat buyers, most recent customers were purchasing for the first time, making the online store important for both retention and acquisition.

Their shopping behaviour also shaped the CRO strategy. Mobile accounted for 95.6% of sessions, so friction on smaller screens affected nearly every visit.

Cash on delivery represented 67.4% of orders and close to 70% of revenue, making it a central part of the customer journey.

Identifying where the customer journey was losing conversion

Mi Amante was attracting customers, but a growing share were leaving before completing a purchase.

To understand where friction was affecting the customer journey, the craftberry CRO team analysed twelve months of store data alongside session recordings, heatmaps, and feedback from recent buyers.

The findings informed an ongoing A/B testing program across key areas of the store, including product discovery, navigation, and product pages. Each change was tested against live traffic to confirm whether it improved conversion and revenue per visitor before being implemented.

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A product-page upsell that increased conversion by 11.1%

The strongest result in the testing program came from reworking the upsell experience on Mi Amante's product pages.

This was a high-intent stage of the journey, where visitors were already considering a product, but the existing upsell was not contributing as effectively as it could to the purchase experience.

craftberry developed and tested a revised version against the original using live store traffic.

The new version resulted

- 11.1% conversion rate increase

- 13.8% revenue per visitor increase

Reducing hesitation around colour selection

Our research showed that customers buying from the hair color range were uncertain about which shade to choose. To make the decision easier, craftberry added colour swatches directly to the collection page.

The result:

- 4.0% conversion rate increase

- 7.3% revenue per visitor increase

A mobile menu designed for 95.6% of sessions

With almost all visits taking place on mobile, navigation affected nearly every customer journey.

Based on this information, our team generated a hypothesis to optimize the mobile menu to help shoppers find their desired products more easily.

The updated menu resulted:

- 2.7% conversion rate increase

- 5.5% revenue per visitor increase

Apps

Signal Veritas

craftberry’s proprietary CRO intelligence tool, used to analyse store performance, uncover conversion opportunities, and turn customer behaviour into testable hypotheses.

Intelligems

The A/B testing platform used to measure the effect of each change on conversion and revenue per visitor.

Microsoft Clarity

Session recordings and heatmaps used to identify where mobile shoppers were hesitating.

Our value added

At a glance, the CRO program delivered three measurable wins. The product-page upsell increased conversion by 11.1% and revenue per visitor by 13.8%, colour swatches lifted them by 4.0% and 7.3%, and the rebuilt mobile menu by 2.7% and 5.5%.

13.8%

revenue per visitor increase

11.1%

conversion rate increase