Five CRO tests that increased conversion and revenue per visitor for Moon Nude

In a single quarter, Moon Nude generated 1.75 million sessions, while post-purchase feedback showed hundreds of customers praising the designs and craftsmanship.

Demand was clearly there, but the funnel told us a different story. Much of the traffic was leaving before add to cart, and only around half of customers who started checkout completed their purchase.

From our experience with Shopify stores, strong traffic can easily mask missed revenue further down the funnel.

Moon Nude's audit pointed us away from price and towards confidence, product discovery and how higher-value options were presented.

That shaped the CRO program from the start. Rather than working through a list of redesign ideas, we built hypotheses around the moments most likely to influence customer behaviour, tested them against live traffic and used each result to inform what came next.

One of the clearest signals in Moon Nude's customer feedback was the importance of reviews and word of mouth. Customers were already using other people's experience as part of the decision to buy.

That gave us a straightforward hypothesis: if social proof was already helping customers make a decision, making it more visible on the highest-intent bestseller pages should reduce uncertainty and help more visitors convert.

We tested different ways of presenting the star rating and review volume, rather than adding new claims or more promotional copy.

The winning version delivered the largest revenue-per-visitor lift of the tests featured here.

It is a pattern we often see in Shopify CRO: the answer is not always more content.

Sometimes the stronger move is to identify what is already persuading customers and give it more weight at the point of decision.

Conversion rate: +14.3%

Revenue per visitor: +23.4%

The next question was not whether customers wanted the products, but whether the store was doing enough to shape what they bought.

With substantial traffic entering through the home page, many shoppers were beginning their journey before they had formed a specific basket.

Our hypothesis was that showing bundles earlier could frame a larger purchase as a natural option before customers narrowed their attention to a single product. We featured bundles directly on the home page and tested that against the existing experience. The winning version delivered one of the strongest lifts across the five tests.

Revenue per visitor: +17.1%

Conversion rate: +14.0%

Further down the funnel, the data pointed to a different problem. Only around half of shoppers who started checkout completed their purchase, which made the cart and transition into checkout an obvious place to investigate.

At this stage, customers had already done most of the work required to buy. Our hypothesis was that the experience should make the next step feel simpler, not introduce more reasons to pause. We tested a redesigned cart with a cleaner transition into checkout. The winning version produced one of the strongest conversion gains in the case study.

Conversion rate: +14.0%

Revenue per visitor: +7.5%

The home-page bundle result gave us another signal: customers were responsive to higher-value purchase options when those options appeared at the right time.

We then looked at the product page, where purchase intent is more specific and the context for a relevant bundle is stronger.

Our hypothesis was that a bundle shown here could increase revenue per visitor without asking the customer to leave the product they were already considering.

We surfaced relevant bundles directly on the product page and tested whether that made the larger purchase easier to discover.

Conversion rate: +12.4%

Revenue per visitor: +14.7%

The first product-page bundle test worked, but a winning test does not necessarily mean the underlying idea has reached its ceiling.

In CRO, it can be more valuable to understand why something worked and iterate on it than to immediately move on to a completely new concept.

Our next hypothesis was that the same offer could perform even better with a refined experience.

We tested a new iteration rather than changing the underlying proposition. The second version also won, showing there was still meaningful upside in an idea customers had already responded to.

For us, that was as important as the lift itself: a CRO program becomes more valuable when each result creates the next question, rather than existing as an isolated experiment.

Conversion rate: +7.7%

Revenue per visitor: +10.1%