Evolv Boosts eCommerce conversions by 200% Using VWO, with ConvertPolo’s Expertise

ConvertPolo aimed to transform Evolv’s digital presence and achieve several critical business objectives:

• Increase overall eCommerce conversion rate by optimizing the entire user journey from discovery to purchase
• Improve product discoverability through enhanced navigation and category presentation
• Enhance user engagement by implementing strategic trust signals and social proof
• Boost overall revenue through systematic conversion optimization

ConvertPolo’s team thoroughly analyzed Evolv’s website through research and heuristic evaluation, discovering several critical areas for improvement in the user experience:

• The website experienced high drop-off rates between pages, reaching 92%, indicating significant friction in the user journey.
• Despite spending considerable time exploring the site and actively scrolling through content, visitors showed minimal engagement with call-to-action buttons.
• The existing hamburger menu navigation structure created unnecessary barriers to product discovery and category exploration.
• Engagement on the product display page was low due to features that did not encourage interaction on the page. 

Through careful analysis of user behavior data, several key hypotheses were developed to address the observed challenges:

• By replacing the hamburger menu with prominent category tags on the homepage, product discovery could be improved, reducing the steps needed to find relevant products.
• Strategic placement of customer reviews combined with a sticky add-to-cart button would increase purchase motivation by providing immediate access to social proof and simplified purchase actions.
• Making the product benefits interactive and the add-to-cart CTA button sticky reduces the cognitive dissonance and increases interactiveness thereby increasing revenue through increased engagement.

Test 1: Increase product discovery 

Category tags on homepage

The first area of focus was product discovery on the mobile homepage. The control version of the homepage used a traditional design with a hamburger menu for category navigation. While functional, this design didn’t effectively highlight products or encourage further exploration.

The variation involved a redesigned homepage with prominent category tags placed directly below the top banner. This new layout made it easy for users to identify and access the product categories they were most interested in.

As a result, users engaged more with the product categories, increasing clicks on category links on the homepage by 68.46% and increasing eCommerce conversion rate by 75.89%. 

Owing to VWO’s robust metric tracking system, ConvertPolo tracked multiple metrics, from click-through rates to new purchases on the website. The team could select default metrics or define custom ones to measure exactly what mattered most. This ensured a focus on both micro goals and key business objectives, helping improve sales while enhancing the overall user experience. 

Test 2: Improve add to cart 

Review highlight and sticky add to cart

On the product page, the focus was to make the add-to-cart process more intuitive. The control version had a standard product page with basic customer reviews and a static add-to-cart button.

Two variations were tested:

• Variation 1: Featured an enhanced review section at the top, combined with a sticky add-to-cart button.
• Variation 2: The revamped review section was moved below the product description, keeping the sticky add-to-cart intact.

Variation 1 was the winner, boosting add-to-cart clicks by 17.54%, boosting e-commerce conversion rate by 72.90%, and boosting Thank You page visits by 43.43%.

With VWO’s Visual Editor, the team could test multiple variations without coding. Further, variations could be previewed on both desktop and mobile, enabling the team to perform a thorough quality check to fix any inconsistencies before launching the test. 

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Test 3: Mapping points and sticky add-to-cart on mobile

Interactive product benefits and sticky add-to-cart button

The interactive product benefits section allows users to explore features in a more engaging and informative way, helping them understand the value of the product more clearly and confidently. This reduces cognitive dissonance by addressing doubts and reinforcing their purchase intent in real time. 

A sticky add-to-cart button ensures the primary action remains visible as users scroll, minimizing friction and making it easier to convert interest into action. Together, these enhancements keep users engaged, simplify the decision-making process, and ultimately lead to higher conversion rates and increased revenue.           

By making the product benefits section interactive, the product display page became more engaging and encouraged users to make decisions. The ATC button was right there to maximize the potential of purchase. This resulted in an increment of 20.20% on add-to-cart clicks and a 52% increment in eCommerce conversion rate.

Over the testing period from September 19 to December 13, 2024, Evolv saw outstanding growth across critical metrics:

• 200% increase in eCommerce conversion rate 
• 37.74% increase in the add-to-cart rate

Powered by VWO’s Bayesian Sequential SmartStats, all results were statistically sound and reliable. VWO’s enhanced reports provided clear insights, helping teams confidently determine whether a variation outperformed the control, ensuring smarter decision-making. 

By leveraging data-driven insights and experimentation, Evolv improved its website experience and boosted eCommerce conversion by 200% with ConvertPolo’s strategic guidance. 

High bounce rates, low engagement with CTAs, and cart abandonment issues were hampering their ability to convert interested visitors into customers. The complex nature of their premium product required building trust while simultaneously making the purchase process more accessible.

Using VWO’s A/B testing capabilities, ConvertPolo implemented a comprehensive strategy that improved major touchpoints along the user journey, driving substantial growth for the brand.

Impressed with the results? Unlock similar revenue growth for your brand! See how VWO can help you leverage experimentation to enhance user experiences and drive revenue. Try a 30-day all-inclusive free trial now.