Growing through testing

Creating value through collaboration

One of the biggest lies you have ever heard is that CX is the business of those who deal with customers directly. Customer experience is the greatest business for everyone in the organization as different perspectives and experiences help to create the complete picture of the customer journey and, more importantly, give birth to the ideas that can be turned into actual actions or tests, in our case, that leads toward solid growth.

Win or learn

The ultimate goal of every business is to ensure constant growth. When talking about e-commerce businesses, increasing conversions means better business results. However, a better conversion rate is impossible without lasting improvement in the end-user experience. Our goal was to maintain a long-term partnership to develop a customer experience that generates greater conversion through constant testing. In this case, a lasting partnership means a lot – we were able to run more tests, check more assumptions, and learn not only about our client Topo Centers but also about its client and their behavior. The result of this all – is the ability to create the additional value that manifests through business growth.

Turning ideas into hypothesis

When working with Topo centras, we acted as a part of the internal e-commerce team, gathering and endorsing sharing ideas, thoughts, observations, and reviews to turn them into hypotheses to test. Hypothesis allowed us to have a structured, straight, and methodic starting point to move forward with finding out if assumptions make or do not make sense. Our shared end goal is to help answer business and service department questions and solve customer support problems.

Hypothesis allowed us to have a structured, straight, and methodic starting point to move forward with finding out if assumptions make or do not make sense.

Highs and lows

Our most significant task was to audit all existing content, show competitors’ tactics, and find a way to rise above the competition through relevant content.

Every project has its grey areas where changes are essential, though it is challenging to make them. For example, there are areas in the client’s web where testing is forbidden due to the massive resources required to solve those issues. On the other hand, a long-term partnership allows us to deeper understand the code, internal processes, forbidden areas, and the tempo of product development. This constant learning leads closer and closer to perfection.

Achievements

Testing isn’t about winning every time. It’s about learning every time.

Over five years with Topo Centras, we’ve run 161 experiments. Some won big. Some taught us what customers don’t care about. All of them made us smarter.

What actually worked: 44 tests (27%) delivered wins or positive impact.

Our biggest hit was simple: making shipping information more visible on product pages. That single change drove a 24.5% transaction uplift, projecting to €3.1M in additional revenue over six months.

Where we tested most:

• Product pages: 58 tests, 18 wins (customers spend time here, we learned the most here)
• Cart & checkout: 37 tests, 7 wins (friction at the finish line is expensive)
• Category pages: 32 tests, 9 wins
• Homepage: 16 tests, 7 wins
• Sitewide: 15 tests, 3 wins

The other 117 tests? They killed assumptions. Validated hunches. Built the foundation for the wins that followed.