Bluviva Increased Conversion Rate from 1.10% to 1.55% Generating 41% In Incremental Revenue in 45 Days
Bluviva, an online store for aquarium accessories, saw conversion rates suddenly fall despite consistent ad spend and steady sessions. The internal team struggled to understand what was causing this and how to resolve it.
PenPath partnered with Bluviva to apply its data-driven ecommerce conversion optimization capabilities, identify conversion leaks and fix the customer journey problem. In just 45 days, PenPath’s CRO framework delivered a +41% lift in conversion rate without any change in spend or traffic.
The Challenge: Broken Customer Journey
Key business challenges:
- Customer Trust: New buyers lacked trust. They needed clearer reassurance and reviews that addressed common questions/concerns around product quality before checkout.
- Mobile Shopping Experience: Around 68% shoppers were on mobile yet product pages had a slow load time according to Google Speed test.
- Unique Selling Proposition: Bluviva’s main selling point was affordable, high-quality equipment, but this point wasn’t highlighted. Shoppers needed more clarity on specific product features.
- Checkout Drop-Off: 87% of users dropped off at the Checkout page, indicating certain fees and upselling additions to the funnel were confusing customers.
Conversion Diagnostics
PenPath began with a full customer journey analysis to identify where and why users were dropping off, using a mix of quantitative funnel data and qualitative user research to validate what was actually hurting conversions
- Reviewing key funnel metrics and drop-off points (product view → add-to-cart → checkout → purchase)
- Analyzing mobile-first behavior patterns and friction points
- Running customer feedback surveys to understand what shoppers cared about most when buying aquarium equipment and what they needed to feel confident purchasing
- Using heatmaps and screen recordings to confirm which sections were being skipped, where users got confused, and why key messaging (like the USP) was not being noticed
- Identifying why shoppers were dropping at checkout, including confusion around fees and upsells
- Prioritizing fixes based on impact, speed to implement, and expected conversion lift
”Working with PenPath has been one of the best decisions we’ve made for Bluviva. Their team quickly identified opportunities in our funnel that we hadn’t even considered. Within just a few months, we saw a significant increase in our conversion rate and a measurable improvement in overall ROI. What sets them apart is their combination of data-driven precision and proactive communication. They feel like an extension of our internal team. I highly recommend PenPath to any brand looking to scale effectively with a smarter marketing approach.
Luis CardosoCEO at Bluviva
The Solution: PenPath’s Data-Led Ecommerce CRO Framework
PenPath implemented ecommerce conversion rate optimization improvements across product pages and checkout using funnel insights and conversion accelerators (scarcity, urgency, guarantees, bonuses, and naming), placing them at the moments users were most likely to hesitate.
Step 1
Accurate Tracking + Customer Feedback
PenPath first ensured Bluviva had accurate conversion tracking and clean reporting, then gathered both feedback to understand exactly what their ICP wanted and what was driving drop-offs.
This included:
- Customer feedback surveys to learn what matters most to customers when buying equipment
- Heatmaps to see what content users read, clicked, ignored, and scrolled past
- Screen recordings to identify friction points like confusion around fees, upsells, and navigation
- Funnel metrics to measure drop-off rates between product pages, cart, and checkout
This created a clear view of what was holding users back and what changes would have the highest conversion impact.
Step 2
On-Site Ecommerce CRO
PenPath optimized Bluviva’s product and checkout experience using the insights from customer feedback, heatmaps, and screen recordings. The goal was to make their main selling point (affordable, high-quality aquarium equipment) instantly clear, reduce confusion during checkout, and help shoppers purchase with more confidence.
Key improvements implemented:
Stronger Reassurance Bar: PenPath added a more prominent reassurance bar featuring:
- Fast Shipping
- 30-Days Easy Returns
- Bluviva’s main selling point: what the product does, why it matters, and why it’s high-value.
- Clear product name and relatable images so shoppers instantly understood the setup and use case.
- Clear pricing upfront so shoppers could decide faster.
- Added guarantee (30-days easy returns) to reduce risk and boost first-time buyer confidence.
- A sticky Add to Cart button placed above the fold
Step 3
Reinforcing the Unique Selling Point
Bluviva’s unique selling point is offering quality aquarium equipment at affordable prices. PenPath strengthened this message across product pages using consistent, repeated value copywriting like:
- “No Stress, No High Costs”
- “Heartwarming warehouse prices”
- “Without heavy financial commitments”
Step 4
Conversion Accelerators
- Scarcity: limited supply messaging to encourage action
- Urgency: time-based incentives or urgency cues to reduce delay
- Guarantees: Strengthened risk-reversal messaging using the 30-Day Happiness Guarantee
- Added trust badges below checkout button
These changes directly affected checkout optimization and helped reduce checkout abandonment.
Results: +41% Increase in Conversion Rate in 45 Days
In just 45 days, PenPath’s data-driven CRO framework delivered measurable conversion rate improvements.
| KPI | Before | After | Change |
|---|---|---|---|
| Conversion Rate | 1.10% | 1.55% | +41% |
| Monthly Revenue | Baseline | +19% Growth | +19% |
| Product Page → Add-to-Cart CVR | 5.1% | 6.0% | +17.6% |
| Checkout Completion Rate | 13% | 15% | +15.0% |
| Mobile Conversion Rate | 0.92% | 1.32% | +43.5% |
Why This Ecommerce CRO Strategy Worked
- Data-led diagnostics: Identified where conversions were leaking
- Mobile-first product page improvements: Added key info above the fold for mobile users
- Trust and risk-reversal at checkout: Add trust-based elements at the checkout to reduce last-step doubt and improved completion
Partner with PenPath for Data-Driven Ecommerce CRO
If you'd like to get similar results, get in touch with PenPath today.
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