Increased Conversion Rate from 1.28% to 1.81% in 90 Days for Online Collectibles Store
Trading Card Market, a leading online collectable card store, suddenly found its Conversion Rate plummet to 1.28% which created a revenue loss of about $80,000 per month.
PenPath, who was already a business intelligence partner, was asked to apply its CRO Growth Framework to identify why conversion rate had dropped and help resolve the problem.
In just 90 days PenPath’s data-led recommendations and conversion rate optimization (CRO) framework delivered a 41% incremental increase in conversion rate which surpassed previous conversion rate highs.
The Challenge: Significant Revenue Lost by Sudden Drop in Conversion Rate
- Wasted Budget: Precious advertising budget was wasted as paid sessions from Meta and Google Ads were taken to a broken store which was not converting.
- Missed Revenue: The sessions that should have converted into purchases but didn’t due to poor CRO was costing the brand about $80,000 per month in revenue.
- Weak Mobile Experience: Technical limitations on the mobile experience were prioritized as ~75% of purchases were mobile yet performance was slow on the site.
- Unable to Diagnose Issues: The Trading Card Market team needed advanced Conversion Rate Optimization capabilities to diagnose where the conversion rate loss was happening and how to properly solve the problem.
Conversion Rate Drop Diagnostics
There were many conversion rate optimization adjustments that were done. One of the most impactful fixes was resolving the drop-off between View Product and Add-to-Cart. This transition was experiencing a ~95% dropoff.
Before
After
General Conversion Rate Findings
- Wasted space with large logo usage
- Mobile site speed was slow
- Search bar was not well designed
- Product pages hid the add-to-cart button below the fold
- Product details were cluttered
- Chat/support popups highly cluttered the site
- Menu was not optimized
The Solution: PenPath’s Data-Led Ecommerce CRO Framework
PenPath applied its data-led growth system, which brings together analytics, strategy, testing, and execution. As part of this system, the team implemented its CRO Framework to diagnose issues, prioritize fixes, and accelerate performance.
Step 1
Funnel Diagnostics and Conversion Opportunity Mapping
PenPath conducted comprehensive funnel performance analysis to:
- Map the entire customer journey with accurate data to identify drop-off points
- Quantify the cost and potential revenue across conversion rate leaks
- Prioritize fixes based on impact and delivery timeline
This allowed the team to focus on improvements that would deliver the highest impact on conversion rate in the shortest amount of time.
Step 2
On-Site Ecommerce CRO and UX Enhancements
PenPath improved on-site experience by introducing:
- Reduced clutter on the mobile product page so shoppers could focus on the most important information without distraction.
- Made the product title, price, and key details larger and easier to read on small screens to improve clarity for mobile users.
- Enhanced the Add to Cart button by making it bigger, more visible, and easier to tap, reducing friction in the buying process.
- Reorganized product images into a simple swipeable gallery so users could quickly browse without slow or clunky interactions.
- Converted all hero and product images to WebP/AVIF formats, which drastically reduced file size and allowed pages to load noticeably faster on mobile connections.
- Targeted ecommerce optimization agency practices focused on friction reduction and user clarity
These adjustments improved usability for both new and returning customers.
Step 3
Strategic Testing and Execution for Scalable Conversion Wins
PenPath used its Conversion Rate Accelerator Framework that uses psychological triggers which are proven to influence shoppers to purchase and lessen the consideration stage. Tactics promoted the following outcomes::
- Urgency caused by promoting time sensitive shopping incentives
- Scarcity (FOMO) caused by promoting limited supply incentives
- Proof of success created showing how benefits promised were consistently achieved
- Guarantees created an understanding that there was no downside of trying the products
This created a foundation for continuous optimization and long-term growth.
Results: +41% Increase in Conversion Rate
| KPI | Before | After | Change |
|---|---|---|---|
| Conversion Rate | 1.28% | 1.81% | +41% |
| Monthly Incremental Revenue | Baseline | +20% Growth | +20% |
| Product Page to Add-to-Cart CVR | 4.33% | 5.14% | +11.4% |
Trading Card Market shifted from stagnation to meaningful revenue acceleration. The results proved that even small gains in CVR can create a major impact with the right ecommerce conversion rate experts guiding strategy, testing, and execution.
Why This Ecommerce CRO Strategy Worked
- Data-First Approach: The team focused on the most impactful stage of the funnel.
- Mobile-First Enhancements: Improvements were prioritized where most users purchased.
- Comprehensive Execution: PenPath owned strategy, testing, and implementation from start to finish.
- Outcome-Driven Partnership: The emphasis remained on results, not just insights or recommendations.
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