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+10% Revenue Per Visitor in 90 days. Or we refund the engagement.
We ran 36 experiments on Goose Creek Candles. 19 won and added $2.3M a month in revenue lift, almost none of it from redesigns. Here is exactly what we changed and how you copy it on your store.
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Goose Creek sells candles, wax melts, and home scent. Your buyer here is in a fill-the-house-with-scent mindset before they ever hit add-to-cart. The whole program came down to one idea you can run on your own store: the site was already telling people what they needed to know, it was just making them dig for it. Stop the digging and the money shows up.
| Metric | Value |
|---|---|
| Experiments run | 36 |
| Wins (live) | 19 |
| Losses | 14 |
| Inconclusive | 3 |
| Win rate | 53% |
| Monthly revenue lift (winners) | $2,307,248 |
A 53% win rate is roughly double what most programs hit. Once we found a pattern that worked, surfacing information that was already on the page, we ran it in five different places and most of those won too. The single biggest test in the account was an accordion. We left it open, and it earned more per month than entire programs do elsewhere.
These five carry the bulk of the program, and they map to the levers that move any scent or home-goods store: surfacing buried detail, shipping clarity, intent-matched upsells, and urgency at the buy button. If you steal five ideas from this page, steal these.
| Rank | Test | Monthly lift | What changed |
|---|---|---|---|
| 1 | Keep the fragrance accordion open | $396,865 | Auto-expanded the "This Fragrance" section so scent notes show without a tap |
| 2 | Shipping threshold into the cart | $376,327 | Moved the free-shipping progress message into the cart, not just the top banner |
| 3 | Cart upsell swapped to wax melts | $247,997 | Changed the cart upsell from foaming soaps to wax melts |
| 4 | ATC variations | $154,641 | Restyled the shipment-timing message and added urgency near add-to-cart |
| 5 | Warehouse delivery message | $145,763 | Reintroduced an urgent delivery message on the mobile PDP |
Three of those five do the exact same job. They tell the buyer what they get and when they get it, right as they are deciding. None touched the price. None touched the product. They just stopped making people work for the answer.
Your biggest lever is usually the thing your buyer wants to read and cannot reach in one tap. On Goose Creek the "This Fragrance" description, the actual scent notes, sat collapsed behind an accordion. Most people never opened it, which means most people added to cart without the one detail that sells a candle.
We expanded the section by default. CVR rose 8.44% and RPV rose 6.33%, both at 99% confidence.
Control
Fragrance accordion control
Variant
Fragrance accordion variant
We liked it enough to run the same mechanic twice more. Auto-expanding the same "This Fragrance" area to surface TrustPilot reviews and recently viewed products both hit 99% confidence and both won, worth $87,377 and $85,607 a month. One hypothesis, three placements, three wins.
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Steal this: open the single most decision-relevant section on your PDP by default and test it. For you it might be ingredients, fit, sizing, or delivery date. Whatever your buyer keeps tapping to reveal, stop hiding it.
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Your free-shipping progress bar is probably living in the top announcement banner, where buyers forget about it long before they reach the cart. We moved "you're $X away from free shipping" into the cart, where they are actually counting their total.
It won on mobile. CVR rose 2.61% and RPV rose 5.14%. Desktop did not move, because desktop already shows an always-visible threshold bar, so we shipped this to mobile only.
Control
Cart shipping threshold control
Variant
Cart shipping threshold variant