Earth & Honey Candles

31% Increase in Total Orders: A Shopify CRO Strategy for an Artisan Candle Brand

Industry: E-Commerce — Artisan

Services Provided: Conversion Rate Optimization (CRO), User Experience (UX) Optimization, Shopify Store Optimization, A/B Testing, Conversion Tracking & Analytics, Customer Journey Optimization

Earth & Honey Candles - Marketing case study featuring Google Ads, Meta Ads and SEO services

The Challenge

Despite strong branding and a growing product line, Earth & Honey Candles struggled to convert online visitors into buyers. The Shopify store had consistent traffic but a low conversion rate, suggesting friction in the customer journey.

The goal was to increase conversions and overall order volume without changing pricing or increasing advertising spend.

Our Strategy

We performed a Conversion Rate Optimization (CRO) audit to identify usability issues and uncover opportunities to improve the buying experience. The strategy focused on optimizing page layout, streamlining the path to purchase, and increasing visitor engagement.

Key initiatives included:

Funnel & Behavior Analysis

  • Studied heatmaps and user sessions to detect drop-offs in the product and checkout flow.
  • Identified confusion in the add-to-cart process and redundant steps before checkout.
  • Improved mobile performance and visibility of key CTAs.

Design & Content Adjustments

  • Simplified the homepage layout to emphasize best-selling collections.
  • Added trust signals, social proof, and clearer CTAs on key landing pages.
  • Improved the visual hierarchy and messaging on product pages to reduce decision fatigue.

Conversion Tracking & A/B Testing

  • Installed enhanced tracking to measure conversion rate, add-to-cart activity, and form engagement.
  • Conducted A/B tests for button colors, CTA placements, and header copy.
  • Implemented changes that provided faster checkout flow and stronger visual focus on featured products.

Impact

Within 30 days of implementing CRO updates, Earth & Honey Candles achieved:

  • +21% increase in conversion rate, reflecting a significant improvement in buyer engagement.
  • +31% increase in total orders compared to the previous 30-day period.
  • +114% increase in daily sessions, driven by improved on-site experience and returning customers.
  • A more streamlined shopping journey that encouraged customers to complete purchases with fewer clicks.

These improvements transformed the store’s performance, validating the impact of strategic CRO even without changes to ad budget or pricing.

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