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Cupid Fragrances Case Study
ABOUT:
Cupid Fragrances is an 8-figure Shopify store offering premium pheromone perfumes for men. With an elegant aesthetic and a focus on quality, Cupid's products promise to enhance allure and boost confidence. However, as a niche product, it faces a unique set of challenges when it comes to building trust and converting visitors into buyers.
The challenge:
Even though Cupid Fragrances had a beautifully designed website, it wasn't converting visitors at the desired rate.
GOAL:
The goal of the redesign was clear and measurable:
Improve the Customer Journey: Fix the trust issues, clarify the product’s benefits, and enhance the perceived value, making it easier for customers to make a purchase.
KPIs & Stakeholder Benefits: The focus was on driving improvements in conversion rates, average order value (AOV), and add-to-cart rates, while also providing a better, smoother shopping experience for the customer.
results:
+38%
CONVERSION RATE
+64%
ADD-TO-CART
+21%
Average Order Value
To identify the main friction points and opportunities for optimization, we followed a structured approach:
PHASE 1:
CRO Deep Dive
Our research process went beyond standard industry practices to uncover hidden opportunities for increasing conversions:
Behavioral Analysis: We used heatmaps and session recordings to track user engagement, understand navigation paths, and pinpoint areas where users hesitated or dropped off.
Trust & Skepticism Assessment: Customer support interactions and survey feedback provided insights into common doubts and barriers to purchase.
Competitive & Market Analysis: We examined competitor positioning and messaging to identify gaps and opportunities to differentiate Cupid Fragrances.
User Experience (UX) Evaluation: Through heuristic analysis, we evaluated friction points and tested assumptions with real users, allowing us to validate potential improvements before implementation.
key findings:
During our ‘Deep Dive’ research process, we discovered four main friction points responsible for low sales numbers:
Skepticism & Trust: Due to the nature of the product, many potential customers were unsure about how pheromones work and whether the perfume could really deliver on its promise. Furthermore, many visitors questioned the authenticity of both the product and the brand, which only deepened their trust issues.
Product Experience Gap: Since the perfume couldn’t be “tested” online, visitors were unsure how to experience its benefits, leading to confusion about its true value.
Price & Value Perception: The pricing was seen as high, especially when customers couldn’t fully grasp the product’s benefits without a tangible experience, causing hesitation in the purchase process.
Overall Customer Journey Friction: The combined effect of these issues, along with several usability challenges we uncovered, led to significant drop-offs at key funnel stages keeping revenue per visitor and conversion rate low, and holding back the brand’s profitability and ability to scale.
PHASE 2:
Strategy & Test Planning
With the insights gathered, we structured a series of A/B tests to address the identified friction points. The primary goal was to transform the online experience by:
Fix all of the usability issues uncovered
Building trust and reducing skepticism through compelling visual storytelling and social proof
Clarifying how the product works with clear, engaging explanations that resonate both rationally and emotionally
Boost perceived value by reworking pricing strategies and using dynamic content to drive customer confidence.
Ultimately, the aim was to boost conversion rates, increase revenue per visitor, and create a scalable, data-driven model for ongoing website optimization. Our goal was to boost conversion rates by 24%.
PHASE 3:
Implementation, A/B Testing & Learning
We structured this phase into three key steps to clarify our testing and optimization approach:
1.
Fixing usability issues: We identified the biggest friction points and implemented usability fixes.
TEST 1: The first point that we encountered was the lack of product images and benefits tied to the product’s usability and effectiveness. We aimed to solve this with adding multiple product images with benefits and captions. This test gave us a great headstart into the testing journey with a conversion uplift of +8,59%.
TEST 2: The next point centered around answering customer questions with better use of the already existing FAQ section. Originally, the FAQ section was placed at the bottom of the page and therefore was out of reach for a big portion of the customer base. Our approach was to take the most frequently asked questions and place them right under the “Add to cart” section. This approach gave us a noticeable uplift in conversion rate and aided our efforts to fix the usability issues.
2.
improving product understanding: As we said this was one of the main problems our client faced. We tackled this by creating tests that were addressing this issue, especially answering the question “How pheromones influence attraction”.
TEST 1: The test that aimed to answer this was based around implementing a “See it in action” button that leads to a short explainer video with social proof content.
TEST 2: In addition, we dedicated a significant amount of resources to test out UGC (user generated content) which turned out to be a potent conversion driver especially in the test where we switched out text based reviews with video testimonials from real consumers using Cupid’s products. Overall, UGC focused tests gave consistent results across 8 different test variations of +3% CVR/Test.
3.
building trust and addressing skepticism: A common theme among users was their skepticism about the product’s ability to produce what it promises. As this is a online product and can’t be tested out beforehand, we addressed this situation with adding trust badges, expert endorsements, and real customer testimonials to leveraged trust and reduce hesitation and strengthen credibility.
The test that by results and impact mostly stood out was the one where we added a scientific explanation section within the product page.
4.
boosting perceived value: We encountered significant hesitation around pricing, with heatmaps showing drop-offs near the price section and customer feedback indicating skepticism about the product’s worth compared to traditional colognes. Many users didn’t fully grasp the point behind pheromones, leading them to perceive Cupid’s fragrance as a gimmick rather than a premium product. To counter this, we focused on strategic price justification, premium ingredient highlights, optimized bundling, and stronger social proof to reinforce exclusivity and value perception.
TEST 1: The tests that stood out here were focused firstly on portraying Cupid’s positioning compared to their competitors. Here we tested out inserting a comparison table within the product page.
TEST 2: The results were quite impressive with boosting the conversion rate and improving user engagement and confidence. And last but not least, as a part of bringing the perceived value to a higher standard, we tested out reducing the number of bundle options and introduced percentage-based discounts and placing them within the product page.
In terms of results, we managed to increase the AOV (average order value) by 21% and saw an increase in bundle purchases across the board.
The Wins
By implementing these strategic changes and running targeted A/B tests, the store saw significant improvements across key conversion metrics:
Total A/B Tests Run
30 tests were conducted over a span of six months, with 50% of win rate and average test duration of 9 days.
+38% increase in conversion rates
Stronger trust signals and clearer product value increased purchase confidence.
+21% increase in AOV (Average Order Value)
Bundling incentives encouraged multiple purchases per transaction.
+64% increase in Add-to-Cart Rates
Improved messaging, trust-building elements, and value anchoring made users more likely to commit to a purchase.
Reduced checkout abandonment
Clearer shipping policies and a simplified checkout process decreased friction at the final stage.
Revenue Growth
The testing process contributed to a monthly revenue increase of $239,000, leading to an annual uplift of nearly $3 million.
One of the most surprising wins came from the social proof test, where featuring authentic customer stories had an even bigger impact on conversions than expected.
results:
+38%
CONVERSION RATE
+64%
ADD-TO-CART
+21%
Average Order Value
+$3M
Increase in Revenue
Client's Perspective
After all the optimizations, A/B tests, and refinements, the real measure of success comes from the client’s experience. Here’s how Cupid Fragrances reflected on our collaboration:
Working with WeConvert has been an absolute game-changer for us. They completely revamped our landing pages and ran a bunch of tests to optimize everything. In 6 months working with them we saw a 38% increase in revenue per visitor. For a store our size, that's a massive win. If you're looking to take your online store to the next level, you've got to check out WeConvert. I can't recommend them enough!
Ong Leng Joo
Cupid Fragrances, 8 figure Shopify Store
The Takeaways
Cracking the Trust Barrier
Skepticism was one of the biggest hurdles to conversion. By integrating social proof, trust-building elements, and expert-backed explanations, we were able to reduce hesitation and improve customer confidence.
Optimizing the Perceived Value
Without a tangible in-store experience, customers struggled to justify the price. Positioning the product against premium competitors and emphasizing its unique benefits significantly improved value perception.
Leveraging Small Changes for Big Results
Instead of focusing on a single major redesign, we implemented incremental optimizations that compounded over time. From messaging enhancements to checkout refinements, each small win contributed to a much larger impact on revenue.
Long-Term Scalability
By refining the product’s messaging, trust signals, and price positioning, we not only improved short-term conversion rates but also laid the groundwork for sustainable growth. The data-driven approach allows for continuous improvements based on future insights.
Now, it’s your turn.
If your website isn’t converting as it should, and you’re struggling with low conversion rates and high CPAs, you don’t have to continue down a path of missed opportunities. Let us show you the difference a data-driven, customer-focused approach can make. We deliver real, measurable improvements that directly impact your bottom line.
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