Online Retailer Boosts Mobile Conversions and Revenue with Data-Driven UX

Service: CRO

Niche: Retail

Region: Ukraine

Mariia Morozova

GMP Senior Client Service Manager

The client

The store offers high-quality products for professional hairdressers, including cosmetologists, manicurists, and pedicurists. Professional equipment for beauty salons, perfumes, and cosmetics that have long been top choices among professionals.

The challenge

The retailer saw that while mobile traffic dominated sessions, mobile users consistently failed to convert at the same rate as desktop visitors. Analysis revealed high drop-off during early funnel steps and low add-to-cart activity. The business needed to improve mobile funnel efficiency and reduce abandonment to unlock conversion and revenue growth.

The decision

In partnership with Admixer Advertising, the retailer launched a mobile-focused, data-driven UX optimization program supported by Google Analytics 4. Funnel analysis identified key points of friction. A/B tests included introducing a “Popular Categories” module, adding a persistent “Add to Cart” button, updating checkout-related text, simplifying navigation, and optimizing hero content for mobile behavior.

Admixer Advertising handled analytics setup, A/B test design, experiment execution, and performance evaluation, ensuring measurable and statistically valid insights.

The Results

The UX improvements delivered significant performance gains across the mobile purchase funnel. The persistent “Add to Cart” feature increased purchases by 17.4%. Updating the cart button text produced a 20% lift. Early-funnel engagement improved substantially, including a +288% increase in session duration from the “Popular Categories” module. Overall, mobile purchase / begin_checkout rose by 21.4%, while begin_checkout / add_to_cart increased by 7.4%.

+21.4%

purchase / begin_checkout on mobile

+17.4%

purchases (Sticky Add to Cart test)

+20%

purchases (Buy Button Cart Text test)