Fastenere | Case Study

39%

Experiment success rate

20%

Conversion Rate Lift from Social Proof across Devices

57.1%

Overall Website Gain

37.07%

Revenue Contribution via IntelliSearch

🔧 How Fastenere.com Boosted Conversions with Targeted CRO Experiments

Fastenere.com is a leading U.S.-based supplier of industrial and commercial fasteners, offering over one million products across materials like stainless steel, brass, and galvanized options. With 13 nationwide locations and same-day shipping, the brand has built a reputation for reliability, scale, and customer trust.

1. Building Trust & Credibility

Payment Seals - Mini Cart (Desktop)

Problem:

52.54% users hesitated to move to checkout due to doubts about payment security.

Hypothesis:

Displaying payment seals in the mini cart would reassure shoppers and reduce abandonment.

Implementation:

Added trusted payment badges directly in the mini cart view.

Results:

+19.54% campaign gain and +11.03% website gain.

USPs Highlight (Mobile)

Problem:

Mobile shoppers lacked quick access to value assurances like warranties and returns. The team noted that only 8.78% of users added products to cart.

Hypothesis:

Highlighting USPs (warranty, returns, free shipping) upfront would boost add-to-carts.

Implementation:

Introduced mobile-friendly USP badges on product pages.

Results:

+29.75% campaign gain and +14.15% website gain.

Social Proof (Desktop & Mobile)

Problem:

Shoppers lacked confidence in new or less-reviewed products resulting in a high abandonment rate of 90.4%.

Hypothesis:

Adding social proof cues would increase trust and urgency to buy.

Implementation:

Integrated purchase activity signals (“X people bought this today”) across desktop and mobile product pages.

Results:

Desktop: +8.63% campaign gain and +3.65% website gain
Mobile: +6.23% campaign gain and +2.95% website gain

Post launching Social Proof on the website, we noted a conversion rate bump of 20% across devices.

2. Enhancing Product Quality Perception

Quality Prominence on Product Pages (Desktop & Mobile)

Problem:

88% shoppers on desktop and 91% on mobile were uncertain about product reliability and brand quality.

Hypothesis:

Emphasizing quality badges and certifications would reinforce product credibility.

Implementation:

Added visual quality badges and guarantees prominently on desktop and mobile product pages.

Quality Prominence on Product Pages (Desktop)

Results:

Desktop: +26.30% campaign gain and +8.06% website gain
Mobile: +8.01% campaign gain and +4.27% website gain

On account of this experiment, conversion rates across devices grew by 172%

3. Reducing Purchase Friction & Abandonment

FAQ Assistance (Mobile)

Problem:

96.44% users abandoned mobile checkout due to unanswered questions about shipping, returns, and policies.

Hypothesis:

Embedding FAQs into product/checkout flows would resolve doubts faster and reduce exits.

Implementation:

Added expandable FAQ sections directly in mobile tabs.

3. Reducing Purchase Friction & Abandonment

Results:

+17.67% campaign gain and +6.15% website gain.

4. Improving Navigation & Engagement

Category Images (Mobile)

Problem:

Mobile shoppers had difficulty navigating text-heavy category listings.

Hypothesis:

Using visual category images would make browsing more intuitive and engaging.

Implementation:

Introduced large, clickable category images in mobile navigation.

Results:

+12.26% campaign gain and +6.24% website gain.

Funnel movement from Home > Cart page saw an increase of 6% post succeeding this experiment on mobile.

IntelliSearch

Problem:

Only ~1% of users engaged with site search, showing very low adoption. This limited product discovery and caused missed revenue opportunities, as high-intent visitors weren’t converting.

Hypothesis:

By optimizing the on-site search experience—through improved relevance, predictive suggestions, and better visibility of popular queries—users would find products faster and complete purchases at a higher rate.

Implementation:

Before: Search usage was minimal, with poor engagement and no filters to refine results.

After: Introduced IntelliSearch with advanced filtering options (by category, specs, availability), predictive suggestions, and prioritized high-converting queries.

Results:

3.07% of users engaged with search (as opposed to 1% users earlier), yet this small group delivered outsized impact:

+1107.8% lift in conversion rate.
+1975% increase in revenue contribution.

Engagement Metrics:

Page views/session: +180.8% increase.
Users with search spent 12.5 min before buying vs. 5.94 min without search → showing search users explore more deeply before completing a confident purchase.

Click-through performance:

CTR: 34.22% (↑20.4% improvement).
Click position: 8.30 (↑5.6% closer to top).

Although only ~3% of visitors used site search, they were 11x more likely to convert and generated 20x more revenue per user, proving IntelliSearch as a critical driver of high-intent conversions.

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