Case Study: Flos USA achieves 125% increase in checkout conversions with VWO Services

Flos USA Boosted Checkout Conversion Rate Using VWO

FLOS, the U.S. arm of the Italian lighting maker, faced persistently low checkout conversion rates on its niche eCommerce site and lacked in-house CRO resources. To fix this, FLOS engaged VWO (via VWO Services and the Conversion Optimization Platform™) to run a structured, end-to-end optimization of their purchase funnel.

VWO analyzed analytics and ran qualitative research (heatmaps, recordings), then executed 30 tests over 17 months across homepage, listing, product and cart pages. The program delivered a 125% increase in checkout conversions and an 18x ROI; notable uplifts included a 6.77% gain on the homepage, 47% more orders and 86% more revenue from listing changes, 19.35% improvement on product pages, and a 36.97% lift on the cart. VWO continues to support FLOS with ongoing optimization and personalization plans.

FLOS

Daniel Kamen

eCommerce Director