· 4 min read
Kookgigant uses ABConvert to test how shoppers find products, evaluate them and place an order. Across 16 completed tests, the team recorded €591.6k in attributed order revenue from tested traffic. The tests covered mobile filters, product pages, shipping costs and a full rebrand.
“Good value for money, great support. No desire to use another AB testing tool.”
— Jeroen Dijkman, Ecommerce and Warehouse Manager at Kookgigant
01About the Customer
Kookgigant sells premium cookware, knives and kitchen essentials from brands including Le Creuset, Staub, GreenPan and Demeyere. With a large catalog, the team looks for ways to make it easier to browse, compare products and buy.
02The Challenge
Kookgigant wanted to improve conversion across its storefront, but its previous CRO tools limited the types of A/B tests it could run. The team wanted to test changes to the search bar, collection filters and product pages without stretching its budget.
“We used other CRO tools, but we were a bit restricted in options and the different types of A/B tests we could run.”
— Jeroen Dijkman
The team gets ideas from storefront audits, other ecommerce brands and its own observations.
“We always test new ideas before implementing.”
— Jeroen Dijkman
03The Approach
Kookgigant switched to ABConvert to run more types of tests across the shopping journey.
“Many different settings and types of A/B tests we can run. For the price, we get good value.”
— Jeroen Dijkman
Making a large catalog easier to browse
The team tested filters designed for mobile and a sticky filter button that stays one tap away as shoppers scroll. Jeroen recalls a slight uplift from those tests. The team also compared a new third-party search bar with its existing one before switching, and set up a 50/50 test for a redesigned collection page.
Building trust on product pages
Kookgigant tested a sticky Add to Cart button, product videos, chat support on knife and cutting-board pages, and a “Who are we?” section introducing the brand. These are the kinds of product page changes teams can compare using the Visual Editor.
“Building a trustworthy PDP is key.”
— Jeroen Dijkman
Testing shipping and order value
The team tried a progress bar showing how close shoppers were to qualifying for free shipping. It also tested shipping rates, including a €5.95 rate, to see how shipping costs affect purchase decisions.
Testing a full rebrand
Kookgigant used ABConvert to assess the impact of its rebrand on conversion. The team wanted to refresh its brand while protecting conversion during the transition.
“We were hoping a complete rebranding would not change conversions in a bad way. This is something you often see when introducing a rebranding.”
— Jeroen Dijkman
Conversion rates stayed stable during the rebrand, and the team reports that conversions improved after the transition. Because the redesign changed several elements together, the test compared the overall experience.
“When changing many different things, it’s impossible to tell what change caused what outcome.”
— Jeroen Dijkman
Turning results into decisions
When a test wins, the team implements the change. When it loses, they review the results, adjust the design and sometimes test again. They document each result so the next test starts with what they have already learned.
“Continuous small improvements help in the long run, so we try to continue this process all the time.”
— Jeroen Dijkman
04Results
Kookgigant completed 16 tests across product discovery, collection pages, product pages, shipping and store design.
| Metric | Recorded across completed tests |
|---|---|
| Attributed order revenue | €591.6k |
| Attributed orders | 5.3k |
| Test exposures | 31.7k |
| Add-to-cart events | 1.2k |
| Checkout events | 690 |
Attributed order revenue is the value of orders linked to the tested traffic. Estimating the incremental revenue from a change requires a comparison with its control group.
05What Other Merchants Can Learn
- Start where shoppers struggle. If customers have trouble finding a product, start with search or filters. If they reach the product page but need reassurance, try a change there.
- Test large changes as an experience. A rebrand test can show how the new design performs as a whole. Follow-up tests can help isolate individual changes.
- Keep a record of each decision. Document what you tested, what happened and what you plan to do next, including when the control wins.
06Test Your Own Storefront
Pick one step in the shopping journey where you have a clear question. Compare the current experience with an alternative before rolling it out.
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