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This A/B test killed sales (oops)
Too much "selling" was actually hurting conversions.
Oliver Kenyon
June 04, 2025
Hey optimizer!
Welcome to this week's ConversionMail. We've got a tasty menu of conversion tips ready for you to dig into.
Grab your favorite drink and let's chat about turning those visitors into customers.
Highlights of Today’s Newsletter
A/B Test: Too much “selling” was killing the sale
The Chosen Topic: The CRO Playbook behind the top-performing DTC funnels
Design: These are the questions every customer asks before buying!
Video: The 3 pages dragging down your conversions (And How to Fix Them)
Weekly Content Roundup
Get the latest and greatest CRO content from around the web.
Design 🎨
How to split roles to scale fast and innovate (Link)
These are the questions every customer asks before buying! (Link)
Essential website design tips for mobile and user experience (Link)
CRO Around the Web 🌐
Shopify: 9 Copywriting examples to inspire your messaging strategy (Source)
Client’s Results
Their new PDP design significantly outperformed their previous version.
Ready to uplevel your product pages? Let's talk 🚀
Video Of The Week
The 3 Pages Dragging Down Your Conversions (And How to Fix Them)
What You’ll Learn:
✅ The biggest issues holding Adore Me’s cart back (and how to fix them)
✅ A better way to offer upsells without hurting the user experience
✅ How to turn your homepage into a high-converting funnel entry point
✅ Why oversized product images can quietly kill conversions
✅ How to build trust and urgency above the fold to increase sales
High-Converting Design Inspiration
Mattress Protector Store Optimization 🛌
Sleepsteady sells thousands of protectors each year online, here's how i'd help them sell even more.
I've optimized the following 3 pages:
1️⃣ Homepage Optimization
I've:
1. Changed the colour of the notice bar to make it pop
2. Switched the headline to focus on the benefits + image
3. Made the CTA full width and added the word Now.
4. Added much needed social proof
5. Showcased the quality using trust icons + text
2️⃣ PDP Optimization
I've:
1. Added a trust policy bar and chevrons to image slide
2. Used thumbnails for visibility and enhanced social proof
3. Created a subtle sense of urgency with a order timer + delivered by widget
4. Pushed the all important CTA above the fold
3️⃣ Cart Optimization
I've:
1. Added a free shipping prompt (I would do a promo for this like buy one get one half price therefore qualifying for free shipping and increasing the AOV) - Most people have more than one bed?
2. Used some more social proof within the cart
A/B Test Of The Week
Too much “selling” was killing the sale.
We stripped the clutter above the fold, and it added $573,540/year in projected revenue.
Not with new tech.
Not with a redesign.
Just with two simple changes:
1. Moved the Add to Cart button and trust seals above the fold
Clear next step. Instant reassurance. No guesswork.
2. Replaced six-seven feature bullets with three clear benefits
Sharper message. Faster decisions. Less mental work for the customer.
The Results:
→ $47,795/month
→ $573,540/year (forecasted)
→ $0.27 increase in revenue per session
Big win. And a good reminder:
Clarity converts. Placement matters. Less often performs better.
Want results like this?
The CRO Playbook behind the top-performing DTC funnels
It’s the CRO Playbook behind the top-performing DTC funnels:
✔ 21 frameworks
✔ Action-ready
✔ Built to scale
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