Using CRO in e-commerce to double user flow

Tangent recently partnered with men’s fashion brand, L’Estrange, to optimise their DTC e-commerce platform. With a unique offering of smart yet comfortable clothes, L’Estrange has a loyal customer base of eco-conscious consumers seeking quality and long-lasting apparel.

The Project

Tangent worked with L'Estrange on a series of A/B tests as part of a three-month Conversion Rate Optimisation (CRO) project to improve the performance of PDPs on the L'Estrange site and increase upselling opportunities.

A/B Testing

In order to increase user flow further down the sales funnel, Tangent used A/B testing on the most popular trouser PDP, below the item specifics.
  • Variant 1 (original): ‘Recommended products’ are displayed which were the most popular relevant products, resulting in the the user seeing the same product but in different colourways
  • Variant 2: The ‘Recommended products’ are selected products that complement the item they are currently viewing to form an entire outfit


At the end of the testing phase, our analysis showed an 110% increase in user flow in Variant 2 by showcasing more of the brand’s products to end users at the time of purchase.
These relatively simple tests demonstrate the worthwhile uplift CRO can have on your bottom line.

What's next?

To see how you can use CRO on your site, read our Experience Design Director Rich’s guide on the science of CRO.
If you’d rather us take a look, then get in touch here.