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+10% Revenue Per Visitor in 90 days. Or we refund the engagement. 60+ winning A/B tests from real $10M-$300M DTC Shopify brands, every dollar figure attached.
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Every row here is a shipped A/B test on a real $10M-$300M DTC Shopify brand. The brand, the page, the change, the lift, the monthly revenue it moved, and what you do with it. Wins and losers both. Read it like a swipe file and steal the moves that map to your store.
The difference between a CRO program that compounds and one that spins is a test log you actually read. Sort it by dollars, top to bottom, and the same handful of moves keep printing money on completely different stores. Almost none of them are redesigns. A default flipped. A message moved. A section auto-opened. Below are the biggest, with before and after, then the full bank grouped by the kind of change so you can lift the one that fits your funnel.
These carry an outsized share of the whole bank. If you read nothing else, read these and notice how cheap most of them are to build.
| Brand | Page | What changed | Lift | Monthly lift |
|---|---|---|---|---|
| Goose Creek Candles | PDP | Auto-expand the "This Fragrance" accordion so scent shows without a tap | +8.44% CVR, 99% | $396,865 |
| Goose Creek Candles | Cart | Move the free-shipping threshold bar from the announcement bar into the cart | +2.61% CVR (mobile) | $376,327 |
| Primal Queen | LP | Add a bulk subscription order form (Buy 2 Get 1) beside the standard one | +60.6% AOV metric | $375,011 |
| Goose Creek Candles | Cart | Swap the cart upsell from Foaming Soaps to Wax Melts | +7.63% CVR, 98% | $247,997 |
| Perfect White Tee | Collection | More carousel images per product tile | +7.10% CVR, 94%+ | $167,983 |
| Goose Creek Candles | PDP | ATC redesign: clearer shipment messaging plus urgency cue | +6.01% CVR, 98% | $154,641 |
| Primal Queen | LP | Price test subscription plus one-time ($49 to $44 to $39) | +54.1% CVR | $149,967 |
| Goose Creek Candles | PDP | Reintroduce an urgent warehouse delivery message (mobile) | +10.04% CVR, 99% | $145,764 |
| Infinite Age | Bundles | Move the "Most Popular" badge to the middle, higher-priced bundle | +2.38% AOV, 100% | $145,158 |
| Goose Creek Candles | Homepage | Surface collections Amazon-style on the homepage | +CVR / +RPV | $144,443 |
| Purusha People | PDP | "Free 45 Day Returns" beat 60-day messaging | 99% on CVR and RPV | $132,517 |
| Primal Queen | LP | Let people buy more than one, sub and one-time | +12.67% CVR | $111,919 |
| Dr Woof Apparel | PDP | Localized shipping experience for international visitors | +13.23% CVR (mobile) | $102,988 |
| Goose Creek Candles | Collection | Trustpilot reviews on the collection page | +3.24% CVR / +5.93% RPV | $94,477 |
| Goose Creek Candles | PDP | "Sale" tag on discounted products | +8.53% CVR, 99.57% | $93,685 |
| Primal Queen | LP | Tie the discount to a stated reason in the footer and order form | +4.24% CVR / +4.78% RPV | $93,577 |
| Goose Creek Candles | PDP | Trustpilot reviews block on the PDP | +8.44% CVR, 99% | $87,377 |
| Blox Boom | Collection | "Sale" plus "Popular" tags on discounted items | +13.29% CVR | $87,099 |
| Dr Woof Apparel | Cart | Cart rehaul with clearer hierarchy plus smart contextual upsells | +3.35% APPV / +2.77% RPV | $85,725 |
| Goose Creek Candles | PDP | Recently viewed products on the PDP | +8.44% CVR, 99% | $85,607 |
| Primal Queen | LP | Sticky CTA copy: "Every doctor dismissed me as just stress..." | +10.19% CVR, 98% | $77,148 |
| Perfect White Tee | PDP | Recently viewed within PDPs | +3.82% CVR / +8.2% RPV | $76,035 |
| Primal Queen | LP | Subscription-only buy box | Win across segments | $73,790 |
| Primal Queen | LP | CTA copy rewrite, 7 variants ("Unlock Your True Power" won) | +10.55% CVR, 95% | $72,290 |
| Primal Queen | LP | Hero social proof as a USP carousel of reviews | +21.98% CVR, 98% | $71,025 |
The single biggest line is $396,865 a month, and the mechanism is almost boring. The scent details on a candle PDP were collapsed by default, so most people added to cart without reading the one thing that sells a candle. Set the section open. Conversion moved 8.44% at 99%. No design, no new copy, just a default.
Goose Creek: auto-expand the accordion
Goose Creek auto-expand accordion before/after
Goose Creek: shipping bar into the cart
Goose Creek shipping threshold in cart before/after
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Steal this: open every collapsed section on your PDP that describes the actual product experience. Scent, fit, ingredients, how it feels. If a buyer has to tap to learn the thing they came to learn, you are taxing the sale. Default it open and test it this week.
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This category moved the most money in the whole log. Price is a creative variable you can test. Most brands treat it as fixed and never touch it.
| Brand | Page | What changed | Lift | Monthly lift |
|---|---|---|---|---|
| Primal Queen | LP | Bulk subscription order form (Buy 2 Get 1) | +60.6% AOV metric | $375,011 |
| Primal Queen | LP | Price test sub plus one-time ($49 to $44 to $39) | +54.1% CVR / +25.26% RPV | $149,967 |
| Infinite Age | Bundles | "Most Popular" badge moved to the middle, higher bundle | +2.38% AOV, 100% | $145,158 |
| Primal Queen | LP | Option to buy more than one, sub plus one-time | +12.67% CVR / +14.4% RPV | $111,919 |
| Kitty Spout | Checkout | Raise shipping by $1 across all three variants | +CVR / +RPV, 82% | $54,251 |
| Baked Bags | PDP | Default to the higher-priced D9 variant instead of D8 | +CVR / +RPV, 98% | $46,140 |
| Cosara | LP | Hygiene and battery section to handle the replacement objection | +7.06% CVR / +8.05% RPV | $30,400 |
| Moon Nude | Buy box | "Buy 2, Get 1 Free" | +18.46% CVR | $27,379 |
| Hashstash | PDP | "Buy 2 get 20% off" quantity break under the ATC | +29.86% CVR, 96% | $19,740 |
| Social Culture Art | Checkout | $14.95 shipping test | Win | $12,064 |
| TryAyuri | Cart | Raise the free-shipping threshold from $50 to $75 and $100 | Win | $9,457 |
| Kitty Spout | PDP | $5 price decrease | Win | $5,004 |
| Club Early Bird | LP | Value framing and anchoring | Win | $3,844 |
| Hashstash | Offer | Optimize a 10% discount promotion | Win | $3,727 |
When you give people a reason and a frame, they trade up. The Kitty Spout result is the one most operators won't believe: raise the shipping charge by a dollar and conversion goes up. Sometimes a number going up reads as "this is real" instead of "this is expensive." You do not know your price curve until you run it.
Primal Queen: Buy 2 Get 1 bulk
Primal Queen Buy 2 Get 1 bulk before/after
Primal Queen: $49 to $39 price test
Primal Queen subscription vs one-time pricing before/after
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Steal this: run one real price test this quarter and one offer-frame test. Test three price points on your hero SKU, and test a "Buy 2 Get 1" against your single-unit default. Both moved six figures here, and the winning price was never the lowest one.
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