Case Study: Contorion achieves 5%+ conversion uplift and builds a collaborative ‘Testing Circle’ with VWO

Contorion fostered an experimentation culture by building a ‘testing circle’ with VWO

Contorion, a Berlin-based eCommerce company offering over 300,000 MRO products to both B2B and B2C customers, needed first‑hand insights into a highly diverse user base (including craftsmen on legacy devices) and wanted to scale a collaborative experimentation culture across the organization. After evaluating multiple CRO tools, Contorion moved to VWO in 2017 and adopted VWO’s stack—A/B Testing and VWO Insights (session recordings, heatmaps, funnel analysis, form analytics)—to better understand behavior and increase testing velocity.

Using VWO, Contorion built a cross‑functional “Testing Circle” and ran experiments with measurable impact: a site‑wide scrolling banner test tripled traffic to promotional landing pages and raised conversion rate during promotions by over 5%; a PDP redesign increased add‑to‑cart clicks by 2.4% and recommendation clicks by 60%; and simplifying search result tiles lifted CTR to product pages by 2.3% (mobile +3.3%). VWO’s platform and account support helped embed CRO best practices and accelerate Contorion’s continuous experimentation program.

Contorion

Marc Sandifer

Senior Product Manager