Case Study: Webfleet achieves 16% increase in add-to-cart conversion with Optimizely

TomTom uses experimentation to drive a 16% increase in conversion

TomTom, a global leader in navigation, mapping and GPS products, was prioritizing e‑commerce growth and needed to boost online conversions on its product pages. As the business shifted more sales online, the e‑commerce team looked to reduce friction in the checkout flow and use data-driven testing to improve key metrics.

Using Optimizely X Web Experimentation, TomTom tested new price‑anchor layouts on product pages (one horizontal option highlighted in the center and one stacked vertically) to remove an extra click in the add‑to‑cart flow. The horizontal variation delivered a 16% lift in add‑to‑cart conversion, and that success—part of 65 experiments run last year—has helped embed experimentation across the organization.

Webfleet

Dave Powell

E-Commerce Conversion Manager