Fulfillment CRO

A fulfillment platform sells one thing online: the demo request.

The client is an eCommerce fulfillment platform, and its site has exactly one job — turn a visitor into a pricing request for the sales team. Every extra percent of form conversion is pipeline. Over eight months we ran fifty tests on live traffic; only wins at 95%+ significance shipped.

Forms first — the shortest path to the number.

Most of the program pointed at the form and the hero around it: where the form sits, what it looks like, what it asks. Hypotheses came from a pattern library built on hundreds of past experiments — including the uncomfortable ones a designer would never pick by taste. Traffic split 50/50, the numbers decided.

Four of the eleven — control on the left, winner on the right.

Laying the form straight over the product dashboard — instead of a marketing page — lifted conversion by 74%, from 9.1% to 15.9%. Adding qualifying questions to the form looked like suicide and won +67%: the form got longer, the request got more serious, and the leads got cleaner. A review ribbon added under the hero brought +15% on 48,000 visits — and then recoloring that same ribbon from white to dark indigo added another +59% on top.

Eight months of testing — and a funnel that fills the sales pipeline measurably faster.

• 11 winning tests at 95%+ statistical significance
• +74% from laying the form over the product UI —
  conversion up from 9.1% to 15.9%
• +67% from adding questions to the form —
  longer form, cleaner leads
• One section, two wins in a row: a review ribbon
  added for +15%, then recolored for another +59%