We publish the losing tests too, because the pattern in the failures was more useful to us than any single win.
## What moved revenue
Making the refill economics explicit near the price. Naming the specific surfaces each product is for. Showing the bottle in a real room rather than on white. Answering the shipping question before the cart. All four reduced the number of decisions a first-time buyer had to make alone.
## What only looked like it worked
Urgency badges, a longer benefits list, and a reordered gallery all lifted add-to-cart and did nothing to revenue per session. If your primary metric sits before the payment step, you will keep shipping changes that move nothing.
Where this applies
- CRO
- Shopify
Work with Verdehouse
This finding comes from the work Verdehouse does. See what they offer, the results they can evidence, and how to start a conversation.
More from Verdehouse
- PlaybookA lifecycle email programme for a repeat purchase brandFive flows carry almost all of the revenue: welcome, first-purchase onboarding, replenishment, refill reminder, and lapsed. Everything else we have built has been a rounding error by comparison.
- FrameworkA creative testing grid for paid socialTesting one variable at a time is too slow for paid social and testing everything at once teaches nothing. A grid of angle by format keeps it legible.
- PlaybookMigrating a subscription programme without losing subscribersWe moved 4,000 active refill subscriptions between platforms. Churn rose for two weeks and then settled below where it started. The communication plan did more work than the technical plan.
- ArticlePackaging decisions that set a brand before any advertisingFor a physical product, packaging is the largest brand surface you will ever buy. Ours made three decisions that we have never had to revisit, and one we should have made differently.
- ArticleLaunching a consumer brand in technical communitiesRefillable products attract sceptics who know the chemistry, the logistics and the greenwashing playbook. Launching where those people already talk was uncomfortable and better than any influencer push.