Purdy & Figg
Purdy & Figg's landing page drove 75%+ of revenue. Deep user research and two decisive A/B tests lifted revenue by up to 50%.
Purdy & Figg is an eco-conscious cleaning brand offering all-natural, beautifully scented concentrates that are effective, family-safe and environmentally friendly. Manufactured in England, it has grown from a garage startup to serving 300,000 UK homes.
The goal was to significantly improve the performance of a high-converting landing page generating over 75% of total revenue. That meant in-depth user research, analysing the conversion funnel, identifying drop-off points, and finding actionable ways to lift both conversion rate and Average Order Value, without breaking what already worked.
- 1
Recruited 8 new customers (aged 35 to 65) via Hotjar Interviews with screening questions.
- 2
Surfaced the decision drivers: subscription flexibility, unanswered subscription questions, and scent as a key factor.
- 3
Recommended a full landing-page redesign focused on UI/UX while keeping core messaging intact.
- 4
Designed and shipped two revenue-focused A/B tests at a 50:50 traffic split.
Flexibility with subscriptions (4/8)
Users wanted to skip deliveries, change frequency, get notifications and customise scents. A lack of flexibility deterred sign-ups.
Unanswered subscription questions (8/8)
Every interviewee had at least one open question about the subscription purchase.
Scent is a key decision factor (8/8)
Variety of scents plus natural, sustainable products were the main perceived benefits.
The numbers moved
Test 1: Landing page UI/UX redesign
By optimising the UI/UX of the landing page, visitors will engage more effectively and navigate more smoothly, increasing conversion rate and revenue.
Test 2: Two evergreen starter kits
By simplifying the journey and offering two clear starter-kit options with obvious volume choices, visitors will have an easier decision, leading to a higher conversion rate.
“Syed has a unique and exceptional ability to understand how design, functionality and a market intersect. I highly recommend him.”
More work
Other case studies
Let's optimise together ✨
Ready to turn more of your traffic into revenue?
Message me on WhatsApp, or book a free 30-minute call and I'll look at your highest-value page and show you exactly where you're leaving money on the table. No pitch, no obligation.
- A quick teardown of your key funnel
- Test ideas you can action right away
- Clarity on where CRO can move the needle