Hubman and ChubGirl

Hubman and ChubGirl

Convertcart casr study

45+

Experiments run

33%

Success Rate

40%

Overall Website Gain

About Hubman & Chubgirl

Hubman & Chubgirl (hubmanchubgirl.store) is a niche ecommerce brand in the art supplies/stationery / journaling space, offering a curated range of playful, collectible products designed for creative planners and stationery enthusiasts.

The store is built around high-browse, discovery-led shopping behavior, where customers explore multiple items before purchasing and often return to repurchase favorites. The brand also drives retention through recurring purchase models like its subscription offering, supported by strong community-style merchandising and loyalty messaging.

The team at Hubman and Chubgirl decided to work with Convertcart because they wanted to improve conversions across their site and mobile experiences. They were seeing friction at key moments—like browsing, product comparison, and checkout—that was causing hesitation, drop-offs, and ultimately, lost revenue.

Our Customized Solutions:

Recently Viewed

Problem

Mobile shoppers often viewed several products in a single session but struggled to remember which items they had already explored, leading to repeated searches and, 49% used to abandon sessions.
Hypothesis
Making recently viewed products easily accessible would reduce the time users spent searching for previously seen items and increase the likelihood of conversion.

Change Implemented

To reduce repeated searching on mobile, a Recently Viewed module was added, giving users a simple way to return to products they had already seen.
Our Customized Solutions:

Results

DeviceDurationCampaign GainWebsite Gain
Mobile/Tablet40 days+28.47%+6.45%

Post this experiment, browse abandonment fell by 4% as this snippet supported non-linear browsing and helped users make decisions more easily in a large catalog.

Social Proof

Problem

At the point of purchase, many shoppers hesitated due to a lack of visible validation—an issue that was especially noticeable among first-time buyers who had not yet experienced the quality of the products.
Hypothesis
Making social proof more visible at key decision points would help build confidence and encourage more users to complete their purchase.

Change Implemented

To test this, social proof elements were introduced and enhanced across both desktop and mobile/tablet experiences.
desktop

Results

DeviceIncrease in OrdersCampaign GainWebsite Gain
Desktop78%+29.64%+3.95%
Mobile/Tablet103%+16.30%+2.94%

Using Social Proof made the purchase feel less risky and showed that the products were already in demand—increasing the order completion rate by 90% on an average, across devices.

Review Rating on Collection Page

Problem

On the collection pages, shoppers could see products, but they had no quick way to compare quality without opening multiple product pages.
Hypothesis
Showing ratings directly on the category pages would help users choose faster and boost conversions.

Change Implemented

Review ratings were introduced on desktop collection pages.
Review Rating on Collection Page

Results

DeviceCategory > Product FunnelCampaign GainWebsite Gain
Desktop5% Improvement+27.74%+3.16%

Apart from making comparisons easier, showing ratings upfront also built trust while browsing, which resulted in 5% more users moving to product pages.

Highlight FAQs on Subscription Page

Problem

Subscription purchases usually need extra confidence, and unanswered questions about billing, cancellation, or delivery schedules often caused hesitation and 45-50% ended up dropping off.
Hypothesis
Surfacing FAQs more prominently would help users get answers quickly and encourage more subscriptions.

Change Implemented

FAQs were highlighted on the subscription page for both desktop and mobile visitors.
desktop

Results

DeviceDurationCampaign GainWebsite Gain
Desktop30 days+30.19%+3.10%
Mobile/Tablet30 days+8.76%+2.51%

Highlighting FAQs worked because it addressed concerns right when users were deciding, reducing hesitation. Making key information more transparent also boosted confidence, helping more users commit to subscribing.

Pineapple Points Communication

Problem

The value of loyalty wasn’t coming through clearly at the moment of purchase, which likely reduced motivation to complete the order or come back. We also saw abandonment rates going as high as 66%.
Hypothesis
Highlighting rewards more clearly would boost confidence and encourage more conversions.

Change Implemented

Pineapple Points messaging was added on the desktop to make the rewards more visible at the purchase moment.
Pineapple Points Communication

Results

DeviceImprovement (Add to cart clicked)Campaign GainWebsite Gain
Desktop43%+21.11%+2.53%

Communicating this reward program, helped users see the long-term value of their points, reducing hesitation, and reinforcing brand loyalty. This experiment reduced drop-offs by 17%.

Sticky Add to Cart

Problem

On mobile, the Add to Cart button vanished when shoppers scrolled down the product page. This interrupted the buying flow and led to missed conversions.
Hypothesis
If the ‘Add to Cart’ CTA remained visible, users would add faster and complete purchases more often.

Change Implemented

A sticky Add to Cart element was introduced on mobile/tablet PDPs.
Sticky Add to Cart

Results

DeviceIncrease in OrdersImprovement (Add to cart clicked)Campaign GainWebsite Gain
Mobile/Tablet66%+57%+3.65%+2.41%

Keeping the ‘Add to cart’ CTA visible reduced scrolling friction and made the action available when intent was highest. This increased orders by 66% and reduced abandonment by 7.89% post the experiment.