Case Study: Creative Market prevents conversion decline and preserves revenue with Optimizely

Creative Market - Customer Case Study

Creative Market is an online marketplace with over 3.5 million users and 21,000+ digital creators selling assets like fonts, templates and photos. Seeking to reduce friction on its Credits Purchase page, the 30-person growth team implemented common web “best practices”—moving the checkout above the fold and embedding buy buttons on product cards—before running experiments, hypothesizing these changes would lift conversions on smaller screens.

When they later A/B tested the redesign with Optimizely, the new layout reduced conversions and revenue (original ≈ $45,000 vs. redesign just under $40,000 over four days) and specifically depressed purchases of the $100 package after removing visual cues that highlighted it. Creative Market reverted to the original design and shifted to a testing-first culture, using its own A/B results and user behavior to create internal best practices rather than relying on generic guidelines.

Creative Market

Paul Ghio

Vice President of Growth and Marketing