Case Study: Carl Ras achieves a 20% higher conversion rate with Optimizely

New B2B platform increased Carl Ras conversion rates by 20%

Carl Ras is a family-owned Danish wholesaler of tools, fittings, workwear and safety equipment serving construction and industry professionals, with a range of more than 40,000 products and 19 stores. Facing a legacy web platform that was hard to manage and poor for shoppers, Carl Ras set a goal to grow online sales from 4% to 10% of turnover and needed a scalable, mobile-first B2B experience that sped up ordering for supervisors, supported personalized pricing and multi-site ordering, and reduced internal admin time.

Working with IMPACT and Optimizely, Carl Ras rebuilt a cloud-based, headless commerce architecture with microservices, integrated PIM, ERP and analytics, and added personalized storefronts, mobile apps, delegated ordering and real-time dashboards. The relaunch delivered a lightning-fast site, higher traffic and measurable business impact: >35% incremental online sales, >10% increase in average order value, >20% higher conversion rate, and a 50% reduction in editorial effort.

Carl Ras

Morten Jørgensen

Digital Innovation Lead