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• Scaled 40+ 6-9 figure ecom brands with CRO
• Led CRO for 8+ Years
• How I help 6-8 figure ecom brands increase ROAS at $0 in extra ad spend:

20/05/2026

19/05/2026

18/05/2026

Bridal robes. Monogrammed cami sets. Loungewear women buy for their wedding morning, their honeymoon, and the moments in between.

That’s where this 7 figure brand built its cult following.

They came to us with one ask: make the product page convert, so none of their ad spend went to waste.

We started above the fold, where every pixel had to earn its place. We tightened the hierarchy, surfaced trust cues earlier, simplified the size and personalization flow, and moved the most important buying signals closer to the point of purchase.

Below the fold, we reinforced the decision with social proof, a streamlined cross-sell, and a persistent path to checkout.

12 days from kickoff to live redesign.

The result (from an A/B test that hit statistical significance at 95% confidence):

→ +26.8% revenue per visitor
→ +22.6% conversion rate
→ +4.4% AOV
→ AU$64K projected additional monthly revenue

Add what helps the customer decide. Remove what doesn’t. Refine everything in between.

14/05/2026

Most CRO tests fail before they’re even built.

Not because the idea was bad. Because the thinking behind it was incomplete.

After 8.5 years leading CRO at Nike and scaling 40+ e-commerce brands, every test that generated our clients millions in revenue answered 4 questions:

1. Why? (Goal)

Every test does one of two things: reduces friction or increases motivation.

If you can’t articulate which, you’re not testing. You’re guessing.

2. What? (Action)

Add. Remove. Improve.

Most brands default to “add” because it feels productive.

But sometimes the highest-leverage move is removing the three trust badges and two upsells diluting the page.

Subtraction is a strategy.

3. On what? (Target)

Container (a whole section; hero, buy box, reviews) or component (a single element inside it)?

This is where ecom brands fumble.

They change 10 components inside 3 containers in one test and can’t isolate what worked.

Container tests teach you about structure.

Component tests teach you about details. You need both.

4. Where? (Placement)

Single (one spot) or layered (reinforced throughout the same page)?

A money-back guarantee mentioned once below the ATC is single.

The same guarantee in the announcement bar, below the ATC, and in the FAQ is layered. Same message. Wildly different impact.

Then you pick the page: Homepage. PDP. Cart. Checkout. Each converts a different stage of the buyer’s mind.

When every test answers these 4 questions before it goes live:
1. You stop guessing what to test next.
2. You can explain exactly why a test won or lost.
3. Your wins compound because you know which lever you pulled.

Most ecom brands run 10 tests a quarter and learn nothing.

The brands pulling ahead run 5 and learn everything.

The difference isn’t volume. It’s the framework.

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http://larslpg.com/lpg

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