CRO Case Study
GLAMRDiPAt-home gel manicure kits · UK & Australia

Three tests on one page.
+$213K a month.

16
Experiments run since Nov 2025
31%
Win rate on completed tests
$228K
Validated revenue added / month
Led by Juan Cruz
The problem

GLAMRDiP had the traffic — the product page wasn't closing it. Shoppers hit a confusing kit choice, thin proof of value, and an unfamiliar product they couldn't quickly understand. Three experiments, run back to back, fixed each one.

EXPERIMENT 01

Rebuilt the kit selector

Insight
Shoppers choose faster when they can see what's in each tier at a glance — a pattern the category's leaders already use.
Hypothesis
If we rebuild the selector around that clarity, ARPU rises — the right kit becomes easier to choose.

Laid the kit options out in rows, surfaced the savings and the per-manicure price, and renamed the tiers around value — Most Popular and Best Value instead of generic labels.

Before
Kit selector — before
After
Kit selector — after
+5.55%
Revenue per visitor
+$119K
Added revenue / month
ImplementedSignificance  97%
EXPERIMENT 02

Showed what's in the kit, sooner

Insight
Category leaders use an Instagram-Stories-style module on the PDP to explain what a kit includes — value GLAMRDiP had buried below the fold.
Hypothesis
If we surface what's inside above the fold, conversion rises — perceived value goes up against the price.

Moved the "what's inside" module up above the fold, right under the image carousel — so shoppers see everything the kit includes before they have to scroll.

Before
What's in the kit — before
After
What's in the kit — after
+6.45%
Purchases
+$55K
Added revenue / month
ValidatedSignificance  99.9%
EXPERIMENT 03

Led with a how-it-works video

Insight
Shoppers couldn't tell how the kit is actually used — the PDP had no real-usage imagery, a gap category leaders close with a short how-to video.
Hypothesis
If a how-it-works video leads the carousel, conversion rises — shoppers understand the product faster.

Replaced the first carousel image with a 10-second video showing the whole flow — opening the box, applying a color, the finished manicure — so a first-time buyer understands the product in seconds.

Before
Product video — before
After
Product video — after
+4.66%
Purchases
+$38K
Added revenue / month
ImplementedSignificance  97.5%
Research → Insight → Test → Learn

This is how the lift gets found — every time.

JUAN CRUZCRO & Experimentation