Case Study: FreestyleXtreme achieves critical insight — 31.38% conversion drop revealed with VWO

FreestyleXtreme Changed Their Page Basis Customer Requests & Saw A Dip In Conversions

FreestyleXtreme, a UK-based specialty retail eCommerce site, used the VWO platform to address customer feedback that product pages lacked sufficient information. Convinced that adding detailed product descriptions and explained benefits would boost sales, the team updated pages with richer copy and positioned those details at the top of the page.

Using VWO, FreestyleXtreme ran an exploratory split-URL test (more than 7,000 visitors per version) comparing the new pages (control with descriptions) against the previous pages (variation without descriptions). The variation without descriptions outperformed the control by 31.38% (96% confidence), likely because the added copy pushed product images and the CTA below the fold—an outcome VWO helped surface and quantify.

FreestyleXtreme