Talk to a humanVisitors who hit a broken link saw the store's most popular collections instead of a dead end. See how the change affected orders and order value.
Best-Selling Collections on the 404 Page Lift Conversion Rate 6.8%
Goal
Conversion rate
Result
+6.8% Conversion rate
Category
Other
Outcome
Winner
Before
After
If we show the most popular collections on the 404 page, then more visitors will keep shopping because they get a clear next step instead of an error.
What We Changed
- Replaced the plain 404 page with one that lists the store's most popular collections.
- Gave visitors who landed on a broken link a direct path back into the catalog.
The Results
How the new version compared with the original, across all devices.
+6.8%
Conversion rate
+7.1%
Orders
-6.0%
Average order value
Key Learnings
- Giving lost visitors somewhere to go recovered orders: conversion rate rose 6.8% and orders 7.1%.
- The lift held up across 140,427 visitors, with a 97.3% probability that the new page beats the original.
- Average order value fell 6.0%, so revenue per visitor barely moved (+0.3%).
Detailed results breakdown
Conversion rate
+6.8%
Orders
+7.1%
Average order value
-6.0%
Revenue per visitor
+0.3%
Free Trial
Start with 3 experiments.
Zero cost.
Get a taste of our service. We'll analyze your store, pinpoint low-hanging fruit, design, implement and test solutions to lift your conversion rate in 30 days.
Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
Our specialty - we don't work with other platforms.
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
We take only 4 free trials monthly to maintain quality. Each trial gets our full attention and expertise. If you qualify, secure your spot before this month fills up.
Other experiments we've run
Product Page (PDP)
Inconclusive
A Free Shipping Note Below Add to Cart Makes No Clear Difference to Conversion Rate
Product pages got a short free shipping message right under the add-to-cart button. Across 76,500 visitors, conversion didn't move.
-0.2% Conversion rate
Product Page (PDP)
Inconclusive
A Parent Collection Link on Product Pages Makes No Clear Difference to Conversion Rate
Product pages got a link to a collection of similar products to help shoppers discover more of the range. Clicks went up; sales didn't follow.
-1.1% Conversion rate
Product Page (PDP)
Loss Prevented
Testimonials Above the Fold on Product Pages Cut Conversion Rate 9.2%
Product pages showed three short customer testimonials near the title, price and add-to-cart area. Shoppers engaged more but bought less, and the test caught it.
-9.2% Conversion rate