CRO & A/B Testing - Improving conversion rate by smart optimizations
Wickey
The impact we made
BIG WINNERS FAST
The first 4 tests delivered 2 clear winners with massive boosts in conversion and revenue.
TESTING AT SPEED
A new CRO approach with multiple A/B tests running every month.
RECORD-BREAKING RESULTS
More than 5% overall conversion lift, the best results in years.
The assignment
Wickey is a German-based manufacturer of premium wooden playgrounds, including climbing frames, swings, playhouses, and sandboxes. They asked for our help with CRO and A/B testing and we started working together by the end of 2024. The goal was simple: keep the conversion rate steady while there would be an increase in visitors on the webshop. Our collaboration was based on CRO (conversion rate optimization) and AB testing via the tool AB Lyft.
This is what we did
We started working together with Anna (CRO specialist Wickey) and Rik (E-commerce manager). Together with Anna we defined multiple tests for Wickey to perform and boost their conversion rate. The first test went live in January of 2025. More tests followed in the weeks and months after. On the peak we had three test running simultaneously, while they were mutually exclusive of each other. Meaning that if a visitor was in one test, this visitor couldn’t be in another test. That way we keep the data clean and trustworthy.
We defined the CRO tests and briefed the designers and developers
We developed the tests and put them live
We analyzed the tests and briefed Wickeys developers to implement the winners
About Wickey
There’s nothing more beautiful than a child’s smile — Wickey’s mission is to make children’s hearts race with joy. Since the early 1990s, founder Guido Goyen has grown the company from retail sales to a leading European e-commerce brand for wooden climbing frames, swings, and playhouses. Founded in 2009, Wickey now employs a large, passionate team across multiple departments.
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