Case Study: Carvana achieves ~5% lift in cars reserved for checkout while maintaining site performance with FullStory

Carvana optimizes critical features using FullStory, without sacrificing site performance

Carvana, the leading e-commerce platform for buying and selling used cars, needed to improve critical site features—like search and vehicle detail pages—while protecting Core Web Vitals. The product team worried that capturing extensive FullStory data might hurt site performance, so they built an A/B test to validate that analytics wouldn’t hinder functionality.

Using FullStory’s Session Replay, Heat Maps, and Dashboards, Carvana iterated on the search bar across half a dozen versions (driving a ~5% lift in cars reserved for checkout) and discovered via heat maps that the 360º “spinner” was under-used, prompting them to make photo galleries more prominent. They observed no discernable site performance impact across 8–14 million monthly visitors, and FullStory-supported programs produced $10+ million in incremental business and cost optimizations in 2020.

Carvana

Paul McReynolds

Director of Product