The Knotty Lumber Co. From Browsers to Buyers: +172 % Revenue with Conversion Rate Optimization

Client Overview

The Knotty Lumber Co. is an e-commerce retailer specializing in premium, sustainably sourced lumber products for hobbyists, contractors, and DIY enthusiasts. Despite healthy traffic driven by paid search and organic rankings, the site’s conversion metrics lagged behind industry benchmarks, leaving significant revenue on the table.

Services

Conversion Rate Optimization

Conversion Rate Optimization for Ecommerce: Turn Visitors into Customers with Proven Strategies

The CRO Challenge

Low product-page engagement: Heat-map analysis showed that 58 % of visitors stopped scrolling before they ever reached the “Add to Cart” button, meaning most shoppers never saw the product’s key value propositions.
Cart & checkout friction: Shoppers had to complete four separate form fields just to reveal their shipping cost, a hurdle that drove high abandonment and stalled revenue growth.
Limited merchandising cues: With only static imagery and no urgency or social-proof signals, buyers lacked confidence—undercutting conversions and overall basket value.

Our CRO Process And Approach

We executed a focused set of UX, messaging, and checkout refinements across the funnel, prioritized from the CRO audit and shipped between April 1 and July 30 2025, to reduce friction and surface value where it matters.

Homepage & Navigation
Collection (Category) Pages
Product Pages (PDPs)
Cart & Checkout
Performance & Analytics

Delayed the newsletter pop-up timing and clarified the CTA (“Get 10% now”) to reduce early-session interruptions.
Simplified the hero by removing multiple slider frames and tightening the headline (dropped “Welcome to”) for a single, high-converting message.
Reduced header/menu height and restructured the main nav (surfaced About, FAQs, Contact; added Bestsellers and New Arrivals).
Placed bestsellers directly under the hero and capped the grid at six items to avoid decision fatigue.
Removed “Add to Cart” from product grids to push qualified clicks to PDPs.
Added trust elements on-page (e.g., 100% Satisfaction Guarantee) plus a social-proof section near the bottom.

CRO Results

+172% MoM revenue
+46% purchase conversion
+144% begin checkouts
+79% add-to-carts
+39% site engagement

Key Takeaways

Frictionless Checkout Wins. Eliminating surprise shipping costs and enabling one-tap wallets removed the top drop-off culprit.
Visual Trust & Social Proof Matter. Sustainability badges and real-customer projects boosted perceived quality, crucial for a tactile product like lumber.
Put value props where users actually see them. Above-the-fold clarity drives more add-to-carts.
Iterate with discipline. A prioritized test roadmap compounds small wins into outsized revenue impact.