CRO Case Study
PARACHUTEPremium home goods · bedding, bath & home essentials

Three tests.
+$221K a month.

8
Experiments run since May 2025
50%
Win rate on completed tests
$253K
Validated revenue added / month
Led by Juan Cruz
The problem

Parachute had no shortage of demand — but the path from landing to cart leaked. Search was hard to find, the price felt steep, and complementary products sat ignored below the fold. Three experiments closed each gap.

EXPERIMENT 01

Made search impossible to miss

Insight
With a big catalog, shoppers lean on search to find what they want — but on mobile the search bar was barely visible, a gap the category's leaders avoid.
Hypothesis
If we make search prominent — especially on mobile — add-to-cart rises, because shoppers find products faster.

Added a fully visible search bar on Home and Collection pages on mobile (it was missing on key entry points) and made it prominent on desktop.

Before
Search bar — before
After
Search bar — after
+7.11%
Mobile conversion rate
+$116K
Added revenue / month
WinnerSignificance  99%
EXPERIMENT 02

Showed the price in installments

Insight
A $300 total reads as expensive in one hit — breaking it into installments lowers the perceived price right at the moment of decision.
Hypothesis
If we show installment pricing on the product page, add-to-cart rises — a lower perceived price makes the product feel more affordable.

Displayed the installment breakdown (e.g. 4× $75 instead of $300) on Collection and Product pages — restoring a pricing cue the current site had dropped.

Before
Installments price — before
After
Installments price — after
+4.54%
Conversion rate
+$33K
Added revenue / month
WinnerSignificance  98%
EXPERIMENT 03

Pulled cross-sells up to the hero

Insight
The cross-sell module sat so far down the product page it was effectively invisible while shoppers were still deciding.
Hypothesis
If we move cross-sells up near the hero, revenue per visitor rises — complementary products get seen during the decision.

Relocated the cross-selling modules from far down the PDP up near the hero, above the fold, across all product pages.

Before
Cross-sell placement — before
After
Cross-sell placement — after
+2.94%
Revenue per visitor
+$72K
Added revenue / month
WinnerSignificance  93%
Research → Insight → Test → Learn

This is how the lift gets found — every time.

JUAN CRUZCRO & Experimentation