+5.8% Revenue per User — Why Removing a Button Increased Conversions
Table of contents
About Love & Faith
Love & Faith is one of the leading D2C shops in the German-speaking market for personalized and emotional gifts. With monthly revenue reaching up to €2 million and a catalog of over 1,000 products, the shop offers fully customizable gift items for family members, partners, and friends. Love & Faith operates its own production facility in Germany and serves customers across the DACH region as well as in the Netherlands, Italy, and France.
The optimization was implemented by Convertlab GmbH, a specialized CRO agency based in Heilsbronn and an official Varify Agency Partner.
Initial Situation
Product pages were the primary focus of the optimization program, as they are the core decision-making environment for personalized products. Users spend significant time customizing items, and any friction or missing trust element directly impacts conversion.
Session recordings and heatmaps via Microsoft Clarity were used to observe actual user behavior. Recordings revealed that users were frequently annoyed by the sticky ATC button during product personalization. Over 87% of visitors access the shop via mobile devices, so all optimizations were primarily designed for mobile.
Goal: Sustainably increase Average Revenue per User (ARPU) — encompassing both Conversion Rate and Average Order Value — by optimizing user behavior and eliminating friction points.
Variants
Hypothesis
If the sticky add-to-cart button is removed during the product personalization process on mobile,
then the conversion rate will increase,
because the persistent button acts as a friction element that distracts users during customization rather than providing value at that stage of the journey.
Changes: The sticky add-to-cart button was removed during the product personalization process on mobile devices — identified as a friction element that distracted users during customization rather than providing value at that stage.
Test Results
Test Setup: This test was part of an 18-month CRO program comprising 30 A/B tests across the entire Love & Faith shop. Tests were evaluated using the frequentist method. The shop generates up to €2,000,000 in monthly revenue, enabling high test volume and rapid statistical significance.
Segmentation: Primary focus on mobile users (87%+ of all traffic).
Measured Conversions:
5,81% Average Revenue per Visitor (ARPV)
5,16% Conversion Rate
Insights: Small changes can deliver big impact. Removing the sticky ATC button during personalization — a 10-minute technical change — delivered nearly 6% ARPV uplift. Even seemingly useful features can be friction elements.
Conclusion
17 out of 30 tests were significant winners and were rolled out into the live shop. Winning variations were rolled out sequentially and transferred to international stores (Netherlands, Italy, France). The collaboration continues, as continuous testing has been established as a core component of shop strategy. Follow-up tests and granular re-tests of individual elements are planned on an ongoing basis.
Implementation with Varify: All tests were implemented using Varify as the A/B testing tool. Convertlab works as an official Varify Agency Partner and collaborates closely with the platform. Varify was the ideal choice because it enables a lean and performant integration with Shopify — a critical factor, as Convertlab places strong emphasis on minimal third-party code and maximum page speed. The custom-code-based implementation combined with Varify made it possible to set up tests so that winning variations could be quickly and seamlessly integrated into the live shop.
Varify was the ideal choice because it enables a lean and performant integration with Shopify — a critical factor, as Convertlab places strong emphasis on minimal third-party code and maximum page speed. For a shop generating up to €2M in monthly revenue with parallel testing across multiple areas, Varify's scalable and affordable pricing model was also a key advantage.
Get to know the agency that made this possible
Convertlab is a specialized agency focused entirely on data-driven conversion rate optimization, based in Heilsbronn, Germany. As a Shopify Selected Partner and official Varify Agency Partner, the eight-person team manages online shops generating over €80 million in combined annual revenue.
The agency combines data analysis, sales psychology (TÜV-certified), custom web design, and lean web development to systematically improve shop performance for leading D2C brands in the DACH region.