How Anothersole Achieved Revenue Uplift Through User Journey Optimization

The primary goal of AnotherSole was to reduce friction at key points in the shopping journey and ensure more users completed their purchases.

To do so, they had to optimize the shopping flow, improve clarity around important details, and guide users at the right moments.

AnotherSole was attracting strong mobile traffic, but upon deeper analysis, ConvertPolo noticed that users weren’t moving smoothly through the shopping journey. Three friction areas stood out:

• Product search didn’t surface popular searches or best sellers, limiting engagement
• Product pages buried key details (sizing, color options, reviews) further down the screen
• Cart flow was split into two steps, causing unnecessary friction and drop-offs at a critical stage 

Each friction area was slowing down product discovery, leading to confusion among users. This, in turn, affected AnotherSole’s overall conversions.

ConvertPolo used VWO Testing – Web to conduct a series of tests for AnotherSole.

Test 1: Search experience optimization 

The original product search option lacked guided prompts, limiting engagement and leaving users unsure what to explore.

ConvertPolo hypothesized that introducing popular searches and curated collections would help users discover products more confidently.

The team ran an A/B test that introduced popular search prompts and highlighted relevant collections to guide users toward better product discovery.

Result: The variation delivered a 54.8% uplift in revenue as the changes encouraged users to explore products more confidently.

Test 2: Product page revamp

On the original mobile PDP, key details that drive purchase decisions, such as sizing guides, trust signals, and imagery, were either unclear or pushed too far down the page. 

ConvertPolo redesigned the layout to bring this information front and center: 

• A clear “What’s My Size?” guide 
• Trust signals at prominent positions 
• Better-prioritized product images

Result: The changes paid off. Add-to-Cart rates rose by 22%, and conversion rate through thumbnail interactions increased by 33%.

Test 3: Cart flow simplification

Just before checkout, users were asked to apply discount codes on a separate screen, which created an interruption in a critical moment. 

The team simplified the flow by merging both actions into a single step, with clearer visual hierarchy.

Result: The new version drove a 131% increase in revenue and a 51% rise in visits to the Thank You page.

Overall impact

The experiments led to an 185% increase in revenue, a 22% rise in Add-to-Cart actions, and a notable uplift in overall conversion confidence across the funnel.

By using VWO to fix the right friction points in search, on the product page, and at checkout, ConvertPolo turned a leaky mobile funnel into a smooth, confident buying experience.

It’s a strong example of how targeted experimentation can help you build experiences that resonate with users.

Schedule a demo now to explore how you can build and scale your eCommerce experimentation efforts with VWO.