How Strategic CRO Techniques Increased Conversion and Sales on a Pest Control eCommerce Website
Executive Summary
A home cleaning and pest control eCommerce business faced challenges with an outdated website that limited product discovery, created friction in the checkout process, and reduced overall user engagement. By implementing a strategic conversion rate optimization (CRO) approach, the website achieved measurable improvements in sales, customer retention, and user experience.
Key Results:
- Checkout completion rate increased by 35%
- Bounce rate reduced by 22%
- Average session duration improved by 18%
About the Client
The business operates in the home cleaning and pest control industry, offering a wide range of products for ants, roaches, spiders, rodents, bedbugs, fleas, ticks, and other pests.
The goal was to convert website visitors into loyal customers by improving website usability, checkout efficiency, and overall customer experience.
Challenges / Problem Statement
The website faced multiple conversion barriers:
- Outdated design causing poor navigation and low engagement
- Complex product catalog leading to difficulty in product discovery
- High cart abandonment due to inefficient checkout process
- Multiple payment options and shipping integration challenges
- Legal compliance requirements for selling pest control products
- Poor mobile responsiveness affecting conversion rates on mobile devices
Goals
- Increase conversion rate from 5% → 5%
- Reduce bounce rate by 20%
- Improve average session duration from 3 min → 2.7 min
- Increase cart completion rate by 35%
- Enhance mobile and tablet conversion performance
Solutions Implemented
1. Audit & Analysis
- Tools: Google Analytics, Hotjar, Magento Admin, PageSpeed Insights
- Insights: Slow load times, confusing navigation, poorly structured product catalog, and complex checkout process
2. Hypothesis & Testing Plan
- Simplify the product catalog for easier browsing
- Optimize the checkout flow to reduce friction
- Conduct A/B testing on homepage, product pages, cart, and checkout pages
- Use heatmaps and scroll maps to identify drop-off points
3. Implementation
- Developed a custom Magento eCommerce website with responsive UI/UX
- Integrated a comprehensive product catalog with images, descriptions, and reviews
- Added PCI-compliant payment gateways with multiple payment options
- Integrated shipping management with UPS WorldShip and FedEx tracking
- Implemented customer engagement features: wishlist, reward points, abandoned cart recovery, SMS notifications
- Optimized the website for SEO, performance, and mobile responsiveness
4. Timeline
- Week 1–2: Audit & research
- Week 3–4: Hypothesis formulation & initial design
- Week 5–8: Implementation & A/B testing
- Week 9–12: Analysis, optimization, and final deployment
Results / Outcomes
Metric | Before | After | Improvement |
Conversion Rate | 2.5% | 5% | +100% |
Bounce Rate | 48% | 26% | -22% |
Average Session Duration | 2.3 min | 2.7 min | +18% |
Cart Completion Rate | 40% | 75% | +35% |
Additional Highlights:
- Improved UX and customer satisfaction
- Increased mobile conversions due to responsive design
- Streamlined backend inventory and order management
- Enhanced brand visibility through SEO and social media integration
Conclusion / Summary
By implementing a structured CRO strategy and Magento eCommerce optimization, the website achieved a 100% increase in conversion rate, reduced bounce rates, and improved customer engagement.
This project demonstrates that a data-driven, user-focused approach to website optimization delivers measurable business growth and long-term value.
Call-to-Action
Optimize your eCommerce website to increase conversions and revenue. Schedule a CRO audit today to achieve results like this project.