Case Study: FurryFreshness

Conversion Rate Up by 32.49%, Revenue Up by 15.06%


FurryFreshness sells a new, highly effective formula for cleaning up your pets’ messes. FurryFreshness began working with Draft in March 2021 in order to optimize their existing store and fix a lot of issues with their previous theme

Since we began working with FurryFreshness, we’ve:

  • Increased year-over-year conversion rate by 32.49% by rolling out dozens of one-off fixes & usability improvements.
  • Increased year-over-year average order value by 15.06% by improving our upsell flow, adding smarter upsell logic, and replacing our cross-sell row with a smarter cross-sell that makes more sense for the products we offer.
  • Prioritized & project managed new tests & one-off fixes with FurryFreshness’s developers.

What we did for FurryFreshness

We began working with FurryFreshness when they had a lot of technical debt – from landing pages that hadn’t been updated in a while, from multiple developers making changes to the theme, and from no consistent front-end design effort being made across the store.

That gave us a lot of opportunity to make one-off fixes to get their store up to a reasonable baseline for conversion. We ran usability tests to figure out what to do, and then we removed an underperforming landing page, reduced the number of clicks to place a transaction, and cleaned up many elements that customers weren’t looking at.

Then we got to testing. We had a handful of big winners, but our biggest came from replacing the typical randomized cross-selling row that you see on default themes’ product pages with one that was smarter & more focused on increasing AOV.

Across the quarter, we helped FurryFreshness retain a development team, put fixes into place, and follow up with them on higher-priority changes. We saved the store from shipping conversion-breaking bugs at least twice. In general, we acted as ideation engine and project manager, grounding our decisions in evidence & de-risking all development operations for the business.

In the words of FurryFreshness’ founder Bryson Bilicek:

Working with Nick was a great experience and had a great impact on our business. If Nick has an opening in his roster, then you should definitely take the opportunity to have him work with your brand.

Want to increase revenue? Listen to your customers.

Through understanding what customers say and how they behave, you can optimize your theme with minimal risk & maximal reward. If you want to learn more, reach out and apply for Draft Revise today.

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