A structured CRO journey that turns visitors into actual leads.
The challenge: high traffic, but friction in the buying journey
Torfs, one of Belgium’s most recognised retail brands, saw significant online potential but also clear opportunities for improvement. Together with Us, the team launched a Conversion Rate Optimisation (CRO) project to improve the user experience and streamline the path to purchase.
Main focus areas included the product detail to cart journey, and the checkout flow. Subtle UX frictions were quietly hindering performance … and that’s where we came in.
The approach: learn, test, improve – repeat
We started by analysing behavioural data to identify friction points. From there, we formed hypotheses and validated them through structured A/B testing.
Test themes included:
- Design and element positioning
- Copywriting and micro-interactions
- Trust signals and process clarity
By combining UX insights with data, we ran iterative experiments and measured each step of the way.
Importantly, every test was analysed for statistical significance. This ensured the results were reliable and not based on chance. No guesswork, just evidence-based decision-making.
The results: measurable gains, real impact
Through tis process, Torfs achieved:
- An increase in users adding products to their cart
- More users progressing through checkout, with reduced drop-off
- More completed purchases across both desktop and mobile
- And performance exceeded market norms:
18.6% of tests led to a statistically significant positive result – clearly above the industry benchmark of 16.3%.
Even “unsuccessful” tests provided value by helping avoid ineffective changes in the future – saving time, IT costs, and customer frustration.
I could confidently rely on consultant Eline to handle the entire process — planning, setting up, testing, and analysing all A/B tests.
– Claire De Groote, online project lead at Torfs
Beyond optimisation: a shift toward data-led culture
What truly stood out in this project? It wasn’t just about better buttons or clearer forms, it was about changing how decisions are made.
CRO became a driver of transformation, not just an add-on. It created a safe testing environment, where changes were based on data, not assumptions, opinions, or trends.
Torfs began to shift from guesswork to confidence:
- No more copying competitors or following trends blindly
- Website changes were only implemented after proof of impact
- Avoided costly development of ineffective features
- Experiments reduced risk by testing first, then building
CRO became not just a process, but a mindset: empowering the business to make smarter, data-driven decisions.
What made this project special?
- Decisions backed by data, not opinion
- Short, focused optimisation cycles
- A close collaboration between Torfs and the Us team
Key takeaways for you
- CRO isn’t magic, it’s structured testing and learning
- Small changes can drive big business value when you test with strategy
- To have an impact you have to view CRO as a cultural mindset where you as a company start to make data driven decisions
- And most importantly: it’s not just the site that improves, your whole organisation grows smarter
Curious what CRO could do for your webshop?
Book a free discovery call with our team and uncover your growth potential.
