Case Study: Walmart.ca achieves higher on-site conversions and a 13% revenue lift with UserTesting

Walmart.ca increases on-site conversions by tailoring experiences to customer needs

Walmart.ca’s Site Optimization team faced a dilemma: despite running many A/B tests and relying on analytics, they lacked a unifying framework and the “why” behind customer behavior. With a two-person team supporting 16 departments, testing felt scattershot, caused burnout, and failed to drive longer-term customer experience or loyalty goals.

By adding UserTesting’s qualitative customer feedback to their quantitative data, the team focused on the most impactful fixes, aligned stakeholders with video highlights, and prioritized “why” before “how.” That shift streamlined decisions, improved resource allocation, and drove measurable results—most notably a 13% revenue lift from a mobile layout change—while increasing on-site conversions and reinforcing a customer-first approach.

Walmart

Travers Korobanik

Associate Manager, Experimentation & Research