Emerald Struts | Case Study

50%

Experiment success rate

84%

Total website gain

How Structured Experimentation Drove a 50% Success Rate and Significant Conversion Wins for Emeraldstruts.com

Emerald Struts is a UK-based brand specializing in premium automatic boot struts that let drivers open their car boot with a single click. With quick 10-minute installation, global shipping, and a 12-month warranty, the brand has built trust by combining convenience, quality craftsmanship, and hassle-free innovation.

Case Highlights:

+39.57% Campaign Gain (Hero Banner on Mobile) – Biggest single experiment lift, showing how visuals drive engagement.

+27.47% Campaign Gain (Factor-Wise Reviews on Desktop) – Strongest trust-building change that boosted conversions.

+12.12% Website Gain (Product Accordion on Mobile) – Significant sitewide impact from improving product information accessibility.

1. Building Trust & Credibility

Reviews Factor-Wise (Mobile & Desktop)

Problem:

Shoppers were hesitant without clear, structured access to reviews.

Hypothesis:

Organizing reviews by factors (quality, durability, delivery) would boost confidence.

Implementation:

Redesigned review modules into factor-wise summaries on both mobile and desktop.

Results:

Mobile: +4.89% campaign gain | +3.67% website gain

Desktop: +27.47% campaign gain | +2.80% website gain

2. Improving Navigation & Discovery

Navigation Bar Revamp (Desktop)

Problem:

Users had difficulty discovering categories from a cluttered nav bar.

Hypothesis:

A cleaner nav bar with structured categories would increase browsing depth.

Implementation:

Redesigned desktop navigation with simplified structure and dropdowns.

Results:

+16.05% campaign gain | +1.77% website gain

Product Accordion (Desktop & Mobile)

Problem:

Users struggled to find details buried in long product descriptions.

Hypothesis:

Collapsible product accordions would make info more scannable.

Implementation:

Added expandable accordion sections for details, reviews, FAQs and installation info.

Results:

Desktop: +19.48% campaign gain | +0.45% website gain

Mobile: +10.09% campaign gain | +12.12% website gain

3. Reducing Friction in Cart & Checkout

View Cart CTA Fix (Desktop/Mobile Tab)

Problem:

Shoppers struggled to find cart access, increasing abandonment.

Hypothesis:

Clearer and more visible view cart CTA would improve checkout flow.

Implementation:

Repositioned and redesigned the cart CTA button for visibility.

Results:

+10.75% campaign gain | +8.39% website gain

4. Driving Engagement with Visuals

Hero Banner (Mobile Tab)

Problem:

Mobile homepage lacked engaging visuals to guide users.

Hypothesis:

Adding a hero banner with promotions and featured categories would capture attention.

Implementation:

Launched mobile-first hero banner highlighting seasonal promos and CTAs.

Results:

+39.57% campaign gain | +11.25% website gain

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