Case Study: Frictionless Commerce achieves a 5.97% conversion uplift for a free product with VWO

Frictionless Commerce improves conversions for a free product through micro-improvements in copy

Frictionless Commerce, a Michigan-based digital marketing agency led by Rishi Rawat that specializes in converting first-time Shopify buyers, needed to boost conversions on a free offer from client Grium (a free shampoo bar where customers still paid shipping). The team, which has used VWO since 2012, aimed to lift conversion rates through micro-improvements in copy and relied on VWO’s A/B testing platform and SmartStats to run reliable experiments without disrupting page layout.

Using VWO, Frictionless Commerce ran a five-week test of dozens of micro-copy changes—clickable explanations about paid shipping and brand fairness, a “The Whole Story” lightbox for engaged readers, strategic CTAs and enhanced social proof—while keeping the page design intact. The VWO-powered experiment exposed ~25,000 new visitors and delivered a 5.97% uplift in conversion rate, generating 2,778 additional orders, with the agency citing VWO’s testing accuracy and support for enabling fast, trustworthy results and micro-goal tracking.

Frictionless Commerce

Rishi Rawat

Founder