Woo More Play Shopify CRO Case Study

+8%

Paid Social Conversion Rate

+4.2%

Revenue Per Visitor

+10%

Paid Social Revenue Per Visitor

Woo More Play bottle next to an orange vase

Woman lying on a bed holding an orange over her face

Wellness

Woo More Play is a fast-growing personal wellness brand sold direct and through retailers including Nordstrom, Revolve and Thrive Market.

Electric Eye took over site maintenance and QA, cleaned up the technical debt slowing the site down, and built a data-led testing program. The first homepage test lifted paid social conversion rate 8%.

+8%

Homepage hero testPaid Social Conversion Rate

+4.2%

Homepage hero testRevenue Per Visitor

+10%

Homepage hero testPaid Social Revenue Per Visitor

Client

Woo More Play

Industry

Wellness

Timeline

Ongoing retainer

Services

Optimization

Platform

Shopify Plus

Key Technologies

A/B Testing, User Behavior, Analytics & Tracking, and Development

The Challenge

Woo's paid acquisition was outpacing its website:

Site speed was poor, with a bloated app stack and unoptimized assets
Routine updates like sale launches and banner swaps kept breaking things, and the internal team had to catch the errors
Cart and checkout upsells were built on intuition, with no testing program
Acquisition, the on-site experience and retention weren't connected

Summary

Electric Eye partnered with Woo More Play on a two-track retainer covering site performance and optimization.

The work covers:

Site speed and an app cleanup
QA on every update, so errors stop reaching the live store
Heatmaps, customer surveys, review mining and analytics to find what drives and blocks conversion
A/B tests in Intelligems on the homepage, landing pages and product pages
Pricing fixes for promos, a how-to landing page and holiday bundle prep

Problem

Every change to the site was a risk, and there was no structured way to learn what actually moved conversion rate or average order value.

Solution

What we're doing:

App cleanup and asset optimization for site speed
A QA process for every update and sale launch
Heatmaps, customer surveys and review mining
A/B tests on the homepage hero, landing pages and product pages
Fixed pricing breaks during promos
A how-to landing page and holiday bundle prep

Project Objectives

Speed It Up

Clean up the app stack and assets dragging down performance.

Stop the Breakage

Own QA so errors stop reaching the live store.

Test, Don't Guess

Use heatmaps, surveys and analytics to decide what to test.

Grow New Customer AOV

Improve cart and checkout upsells and bundle strategy.

Our Strategy

Phase 1

Research

Heatmaps, scroll maps, customer surveys, review mining and GA4 analysis to find what drives and blocks conversion.

Phase 2

Fix the Foundation

Site speed, an app cleanup, a QA process for every update and pricing fixes for promos.

Phase 3

Test

A/B tests in Intelligems, each run until it reaches statistical significance.

Phase 4

Roll Out & Repeat

Winning variants roll out to all visitors, and the next test builds on what we learned.

Key Test Wins

Woo More Play mobile homepage featuring Better Sex Starts Here

Paid Social +8% CVR

Homepage Hero Test

Replaced a single-product hero with a customer-focused headline, social proof ("Loved by 300K+ Customers"), a lifestyle image and a link to bestsellers.

Result:

Revenue per visitor +4.7%, rolled out to all visitors

Screenshot of a Woo More Play product row

Promo QA

Pricing That Holds Up

Fixed the pricing breaks that showed the wrong prices during sales.

Result:

Promos launch without broken pricing

Screenshot of a Woo More Play product detail page

Education

How-To Landing Page

A new landing page that answers how-to questions for a category where shoppers can feel nervous buying.

Result:

Published on the live site

The Results

Paid Social Conversion Rate Up 8% From One Homepage Test

Our first homepage test replaced a product-focused hero with a customer-focused headline, social proof, a lifestyle image and a link to bestsellers.

Revenue per visitor rose 4.2% and visits to collection pages rose 3.3%. Paid social visitors, who make up almost half of all traffic, converted 8% better, and their revenue per visitor rose 10%.

+8% Paid Social Conversion Rate

Homepage hero test

+4.2% Revenue Per Visitor

Homepage hero test

+10% Paid Social Revenue Per Visitor

Homepage hero test

Technology & Tools Used

A/B Testing

Intelligems

User Behavior

Heatmap, UserTesting

Analytics & Tracking

Google Analytics 4, Shopify Analytics, Triple Whale

Development

Shopify Liquid, custom JavaScript, Shogun page builder

Key Learnings & Takeaways

Speak to the Customer

A benefit-led headline and social proof beat product-first copy.

Cold Traffic Needs Trust

The biggest lift came from paid social visitors who didn't know the brand yet.

QA Is Part of Growth

Sales and promos only work if pricing and pages hold up.

Explore More Work

Our Core Services

Optimization
Design & Development
Migrations to Shopify

Our Optimization Process

Data Collection
Assessment & Prioritization
Planning & Phase Gating
Design & Implementation
Testing & Learning
Decision & Execution
Analysis & Iteration