The Results We Achieved

  • 4% increase in users viewing the sample cart

The key problem:

To help optimise the current conversion rate of the site, we analysed user engagement using tools such as heat maps and click data. We found a low amount of engagement with the site-wide sample cart element in the header, suggesting that few users were able to easily navigate back to saved products and convert.

Who is the client?

Formica Group is a leading provider of branded, designed surfacing solutions for commercial and residential customers worldwide. As the world’s largest manufacturer of High Pressure Laminate (HPL), Formica is well-known as a global brand.

Core objectives of the campaign

  • Creative ideation session to understand the problem and suggest initial solutions
  • Developed a variation of the sample cart to be tested
  • A/B tested to understand the impact of the change and how this could positively affect conversion

Our approach to the objective:


  • Analyse user engagement to understand common user frustrations on the site
  • Test solutions to measure the potential impact of proposed changes 


  • User journey data
  • User behaviour analysis
  • A/B testing

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