Lighting & Supplies

Lighting & Supplies

Convertcart casr study

48%

Experiment success rate

54%

Total website gain

34%

Revenue contribution from IntelliSearch

How Lighting & Supplies Achieved a 54% Website Gain Through Data-Driven CRO

Lighting & Supplies, a leading online lighting retailer, wanted to improve their conversion rates and revenue across both mobile and desktop platforms. While traffic was steady, many users abandoned the funnel due to trust issues, unclear shipping information, and lack of engagement cues.

To address this, a series of CRO (Conversion Rate Optimization) experiments were launched - the focus was on enhancing user trust, reducing friction, and improving decision confidence.

Shipping Information on Cart Page (Desktop)

Problem:

42% users dropped off at the cart stage due to unclear shipping timelines and fees. Reviews also revealed that 14% users were unclear about the Shipping and return policy.
Hypothesis:
Displaying clear shipping information upfront would reduce uncertainty and increase checkout completions.

Implementation:

Added shipping badges and delivery estimates directly on the cart page.
Shipping Information on Cart Page (Desktop)

Results:

Transparency at checkout built confidence and accelerated purchases leading to a campaign gain of 16.57% and a website gain of 4.41%

USPs on Product Page (Mobile)

Problem:

96.97% mobile users exited the product page on mobile, demonstrating a lack of confidence in product quality and policies
Hypothesis:
Highlighting Unique Selling Propositions (USPs) such as warranties, free returns, and quick delivery would increase add-to-cart rates.

Implementation:

Added badges for “30-day returns,” “Free shipping,” and “Warranty guarantee” on product pages.
USPs on Product Page (Mobile)

Results:

Quick trust signals on mobile product pages increased the number of users adding to cart by 12%.

It also boosted buyer confidence and led to a significant campaign gain of 43.21% and contributed to an 8.29% increase in the overall website gain.

Review Summary (Desktop)

Problem:

Desktop shoppers lacked quick access to reviews, lowering trust.
Hypothesis:
Summarizing ratings and top reviews upfront would reassure hesitant buyers.

Implementation:

Added a review summary panel above the fold.
Review Summary (Desktop)

Results:

Clicks on the review summary CTA increased 7 times.

The desktop experiment for the review summary resulted in a 23.13% gain at the campaign level, which translated to a 12.60% gain for the website.

Recently Viewed (Cross-Device)

Problem:

Users had difficulty finding products they’d browsed earlier.
Hypothesis:
Displaying a “Recently Viewed” section would re-engage users and shorten decision cycles.

Implementation:

Personalized recommendations added to homepage and product pages.
Recently Viewed (Cross-Device)

Results:

Personalization significantly increased repeat engagement across devices. The desktop experiment achieved a 25.57% campaign gain, resulting in a 17.05% gain for the website.

Social Proof (Desktop)

Problem:

Users lacked trust in new/unfamiliar products.
Hypothesis:
Adding real-time purchase signals (“X people bought this today”) would build urgency and credibility.

Implementation:

Integrated dynamic social proof widgets on product pages.
Social Proof (Desktop)

Results:

Real-time social proof motivated fence-sitters to purchase faster. Bounce rate also reduced by 7% on account of this experiment.

The social proof experiment on desktop resulted in a campaign gain of 4.99% and a website gain of 3.03%.

Increasing Trust Level (Mobile)

Problem:

Mobile conversion lagged due to lack of perceived site credibility.
Hypothesis:
Reinforcing trust via seals, testimonials, and secure checkout messaging would reduce abandonment.

Implementation:

Added trust badges, reviews, social proof, and secure payment icons.
Increasing Trust Level (Mobile)

Results:

Building credibility increased buyer confidence on mobile.

The experiment focused on increasing trust on mobile devices showed an 8.71% campaign gain and a 2.46% website gain.

Support and Shipping (Mobile)

Problem:

Many mobile shoppers abandoned checkout due to uncertainty about returns, delivery timelines, and support availability.
Hypothesis:
Displaying clear support options and shipping details within the mobile checkout flow would reassure users and reduce drop-offs.

Implementation:

  • Added a sticky help/support button on checkout.
  • Integrated shipping FAQs (delivery times, returns, replacements) within product and checkout pages.
  • Provided quick chat support access on mobile.
Support and Shipping (Mobile)

Results:

Transparent support + shipping details reduced uncertainty, improving trust and conversion rates on mobile.

The mobile experiment for support and shipping achieved a 15.73% gain at the campaign level and a 4.01% gain at the website level.

IntelliSearch (Site Search Optimization)

Problem:

Analysis of site search usage and conversions revealed that many users who searched did not complete purchases. Search queries often returned irrelevant results, leading to frustration and high drop-offs.
Hypothesis:
By optimizing the on-site search experience—improving relevance, predictive suggestions, and visibility of popular queries—users would find products faster, boosting conversions.

Implementation:

  • Introduced auto-suggest and predictive search.
  • Prioritized high-converting queries in search rankings.
  • Enhanced sort and filter options to improve product discovery.
IntelliSearch (Site Search Optimization)

Results:

  • 34% revenue contribution from IntelliSearch
  • 4x increase in conversions via Search
  • 8X increase in Revenue per User
  • 4.8% reduction in post Search Exits

IntelliSearch not only improved product discovery but also increased the conversion efficiency of search users, turning high-intent visitors into buyers.

Through a series of data-driven CRO features like IntelliSearch and experiments, Lighting & Supplies significantly improved their conversion rates and revenue. By addressing trust, transparency, and convenience, they created a smoother buying journey—ultimately turning hesitant browsers into loyal customers.

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