Hey optimizer,

This week’s A/B test started with one box in an eight figure brand’s cart.

It was ticked by default, so most customers paid for an add on they never chose.

We unticked it, and it turned into one of our favourite wins in a while.

You’ll find the full story further down.

Before that, Shopify has updated your checkout, and there’s a row of circles above a hero section that’s worth five figures.

We also took a close look at Nutrafol’s homepage, PDP and cart, with everything we’d test.

02 / CLIENT RESULTS

"We’ve worked with Conversionwise across more than 20 of our brands, and the results have been fantastic every time."

This is why we still do what we do...

Want a team that cares this much about your store? Let's talk.

03 / TEARDOWN

Another day, another eCom brand getting the ConversionWise treatment.

This time, we took a look at Nutrafol. 👀

Homepage. Product Page. Cart.

Some of the things I'd be testing:

→ Bringing social proof and credibility higher up the page.

→ Leading with outcomes and benefits, not just products.

→ Making subscription offers and savings impossible to miss.

→ Simplifying the buying journey and reducing unnecessary friction.

→ Improving cart upsells, value perception and checkout clarity.

No access to their data. No analytics. Just 13+ years of CRO experience and a few ideas we'd love to put to the test.

Sometimes it's the smallest changes that make the biggest difference.

1. Homepage

2. PDP

3. Cart

04 / A/B TEST OF THE WEEK

We recently had a big win with an eight-figure brand from unticking a single box.

Let me explain.

It was the accidental damage cover in their cart, and it arrived pre-ticked. Every customer was buying it unless they noticed it and opted out.

The pre-ticked box works.

That's the whole trouble with it.

It lifts average order value on the day you ship it, which is why nobody ever removes it, and then it quietly does its real work somewhere you aren't looking.

Three things happen while it's ticked.

The customer who doesn't notice pays for something they didn't choose, and finds out when the confirmation email lands.

That's a refund request and a support ticket, and it's the first thing your brand ever did to them.

The customer who does notice now has a different question.

Instead of wondering "is this camera right for me", they're now wondering "what else has this site added".

You've introduced doubt at the exact moment you needed trust, and the doubt is about you.

And the total moves without warning.

A basket that reads a different number to the price someone had in their head is one of the most reliable causes of abandonment there is, and this is the self-inflicted version of it.

So we unticked it and sold the cover properly instead.

A real explanation, the claims process in one sentence, and the customer decides.

Fewer people bought the cover.

More people bought the camera.

An add-on that only sells when nobody is looking is a chargeback with a delay on it.

05 / PARTNER WITH US

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