Adding popular collections to the 404 page encouraged users to continue browsing, leading to increased conversions and engagement.
404 Page Featuring Best Sellers
Goal
CVR
Result
+6.79% (CVR) CVR
Category
Other
Outcome
Winner
Before
After
If we display the most popular collections on the 404 page, then bounce rates will decrease because it provides users a clear path to explore relevant products.
What We Changed
- Added links to popular collections on the 404 page.
- Provided visual cues to guide users to product categories.
- Included a call-to-action to encourage further browsing.
The Results
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+7.1%
Change in amount of orders
+6.8%
Lift in conversion rate
+0.3%
Change in revenue per visitor
Key Learnings
- Displaying popular collections reduced user frustration on error pages.
- Offering clear navigation paths improved user retention.
- Increased visibility of products led to higher conversions.
- Clear calls-to-action encouraged users to stay and explore.
Detailed results breakdown
Average order value
-6.0%
Lift in conversion rate
+6.8%
Change in revenue per visitor
+0.3%
Change in amount of orders
+7.1%
Revenue change
NaN%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
We work with stores committed to growth, not hobbyists.
Ready to invest in systematic CRO.
You understand testing takes time - no magic bullets.
Why free?
The best proof is results. Three real experiments show you exactly how we work and whether it drives revenue for your specific store. You keep everything - no strings attached.
Our bet
We're confident enough in our process to invest our time upfront. If the tests work, you'll see the value in continuing at $5,950/month. If not, you got free optimization work.
Limited spots
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Other experiments we've run
Other
Sitewide button color update from yellow to green
+1.8% Clickthrough rate
Collection Page (PLP)
Category Links on Collection Pages
Adding category links aimed to improve navigation and boost engagement. Discover how this change impacted key metrics.
-0.4% Conversion rate
Product Page (PDP)
Mobile Layout Adjustments
Mobile layout changes led to a 4.2% conversion rate decline and 6.1% RPV drop. Learn what went wrong and the key takeaways.
-4.24% (CVR) CVR