Data-driven design - a continuous CRO programme
Conforama
+153%
Header usage
+37.9%
Filter clicks
+17%
Catalogue access
+5.8%
Add to cart
+10.2%
Checkout step 2
···
and many more
Approach
At Conforama, CRO wasn't a one-off project - it was a continuous programme. Every design decision was tested, measured, and iterated on. Three tests that moved the needle.
50+
tests run
50+
tests run
Test 01 - When bad usability cost a lot
Filters and categories were buried and hard to use - making it difficult to navigate a catalogue of thousands of products.
+37.9%
Filter & category clicks
+5.8%
Add to cart
Test 02 - Usability and content Hierarchy... again !
The mobile header and bottom bar were separate - creating a fragmented navigation experience across a 567K-user audience.
+153%
Header usage
+17%
Catalogue page access
Test 03 - Small change, big impact!
Delivery constraints shown too early in the cart were creating friction - users dropped before validating their basket.
+5.1%
Cart validation
+10.2%
Checkout step 2 reached
My Role
Led the CRO programme end-to-end - hypothesis definition, test design, analysis, and iteration. All tests run on AB Tasty with continuous measurement against conversion KPIs.