Sparify Increased Revenue Through Mobile UX Experimentation with VWO and ConvertPolo

Sparify wanted to help its mobile visitors make faster and more confident purchase decisions. Its goals spanned multiple pages and stages of the mobile user journey:

• Improve product evaluation on product detail pages
• Increase add-to-cart actions
• Reduce purchase hesitation caused by delivery uncertainty
• Improve checkout completion rates
• Increase conversion rates and revenue through experimentation

ConvertPolo examined key stages of the mobile buying journey and identified experience gaps that could potentially affect engagement and conversion:

1. Key information, including specifications, safety certifications, trust indicators, and promotional offers, was not always presented prominently on product detail pages (PDPs). This made it more difficult for shoppers to assess products and make informed purchase decisions. 
2. Delivery expectations were not clearly visible during the browsing experience. Without estimated shipping timelines, users had limited information about when they could expect to receive their orders. 
3. Product pages for performance parts did not effectively communicate value. Important product benefits, offers, and social proof elements lacked emphasis, reducing their impact on purchase decisions. 
4. The cart experience provided limited motivation for users to complete their purchase. A lack of urgency-focused messaging meant shoppers had fewer prompts encouraging them to check out immediately. 

Leveraging VWO Testing, ConvertPolo implemented a series of experiments on the brand’s mobile website. 

Test 1: Revamping the helmet product details page

The existing helmet product page presented product information in a way that made product evaluation difficult. Key details such as product specifications, safety certifications, shipping information, size guidance, and payment options were not prominently surfaced, while the page structure and visuals made it harder for shoppers to quickly assess the product.

The page was redesigned with a clearer layout and stronger visual hierarchy. Product specifications, safety-related information, shipping details, size selection guidance, payment options, and social proof were brought into greater focus, while a clear layout made important information easier to scan and understand.

Result: The variation produced:

• 29.29% increase in add-to-cart rate
• 187.55% increase in coupon box interactions
• 14.96% growth in revenue

Test 2: Adding FOMO-based cart messaging

The cart experience lacked urgency cues and stock availability indicators that could encourage shoppers to complete their purchase. It was hypothesized that the absence of these elements led users to drop off at the cart stage. 

ConvertPolo showed FOMO-based nudges, such as limited-stock and scarcity messaging, within the purchase journey in the variation. These prompts aimed to motivate shoppers to proceed with checkout rather than postpone their purchase.

Result: The optimized variation resulted in a 16.49% increase in conversion rate and a 24.57% growth in revenue.

Test 3: Introducing dynamic shipping messaging on PDPs

The control product pages provided limited visibility into delivery expectations. Without real-time shipping information or clear delivery timelines, shoppers had less certainty about when their orders would arrive, which could slow purchase decisions.

It was hypothesized that making delivery expectations more visible would help shoppers better understand fulfillment timelines and proceed with their purchase. To test this, the team displayed inventory-based shipping timelines directly on the product page in the variation.

Result: The variation delivered a 4.7% increase in CTA clicks and a 12.24% growth in revenue. 

Test 4: Optimizing performance parts PDPs

Key value drivers such as product benefits, promotional offers, and trust signals lacked prominence on the control version of the performance parts PDPs. As a result, shoppers had to expend more effort to evaluate the product and its value.

The variation featured these value drivers more prominently through a stronger visual hierarchy, more prominent imagery, clearer offer messaging, and enhanced social proof. This made the product’s value easier for shoppers to understand at a glance.

Result: The variation generated a 6.25% increase in add-to-cart rate and a 123.74% increase in coupon box interactions.

Overall impact

By addressing friction across multiple stages of the customer journey, ConvertPolo helped Sparify create a smoother shopping experience for mobile users.

The experimentation program helped shoppers evaluate products faster, understand delivery expectations more clearly, and place orders more easily. 

The combined impact of these experiments resulted in:

• 51.77% growth in revenue
• 16.49% increase in conversion rate
• 35.54% increase in add-to-cart rate

Sparify’s experimentation program demonstrates that conversion improvements don’t always require major website redesigns. Often, the biggest gains come from helping customers find the information they need exactly when they need it. Each experiment addressed a different barrier to purchase, but together they created a more persuasive and informative shopping experience.

Using VWO, ConvertPolo was able to rapidly validate ideas, measure their impact, and deliver winning experiences. If you’re looking to identify conversion opportunities and make smart optimization decisions, start a free trial or request a demo of VWO today.