Chêne Gear Boosts Sales 21.9% Through Clearer Messaging and Smart Experimentation

Background

Chêne Gear is a premium hunting and outdoor apparel brand based in the United States. Founded in 2021 with the mission of building a better wader, the company quickly earned a strong reputation among hunters and has since expanded beyond waders into multiple product categories.

Challenges

When Ronnie Tamburro joined Chêne Gear as eCommerce Manager at the end of 2025, he saw an immediate opportunity to build a stronger, more disciplined CRO program. But he needed the right tech to support it.

Visually was the obvious choice. Ronnie had already seen what the platform could do in his previous role, and he knew that if Chêne Gear wanted to move quickly and make experimentation a real growth driver, Visually needed to be part of the foundation:

1-click installation
Fast test launches without relying on developers
Clear, actionable analytics
Strategic support from CRO experts

I used Visually in my previous role, and it was the first tool I knew I had to bring with me. Where it really shines is the speed from idea to live test without draining dev resources, paired with data that's clear enough to act on immediately."

Ronnie Tamburro
eCommerce Manager

Outcome

Soon after implementing Visually, Ronnie and the team began seeing significant gains in both conversion rate and revenue per session. Here are a few of their standout wins.

Homepage: Banner Copy

Drawing on previous CRO experience, Ronnie believed that limited customer attention made direct, benefit-focused messaging more effective than branded copy.

With this in mind, the team tested a clearer homepage hero headline that communicated product value more directly.

The result was a 2.6% uplift in conversion rate and, more importantly, an insight that later shaped several of their highest-performing tests.

PDP: Product Naming

After the homepage test confirmed that clarity resonated with customers, the team began auditing other areas of the site for opportunities to make product benefits more obvious.

Product names quickly stood out. Some branded names didn’t fully communicate their value, so the team tested adding one benefit-oriented word to each product title.

They launched tests across multiple products, and each benefit-oriented title significantly outperformed the original product name.

The top-performing test delivered a 27.1% uplift in conversion rate.

Homepage: Cart Reminder

This idea came from the Visually team after seeing similar cart reminder experiences work well across other Shopify brands.

The hypothesis was simple: a subtle reminder could help distracted returning shoppers get back to their cart and complete their purchase.

The result: 10.6% uplift in conversion rate.

Personalized Countdown Timer

Powered by Visually’s segmentation capabilities, Chêne Gear tested geo-targeted countdown timers personalized by state hunting season.

The A/B/C test compared the control against two variants: one that simply informed visitors when the season opened in their region, and another with more action-oriented messaging.

Both variants lifted conversions, but the informational-only version won decisively, driving a 40.8% uplift in conversion rate.

Building a High-Performing CRO Program

These tests represent only a portion of Chêne Gear’s experimentation success. What makes the team particularly impressive is the discipline behind it. They aren’t running random tests or chasing isolated wins. Every experiment is grounded in customer psychology, focused on reducing friction, and designed to increase clarity.

Most importantly, each insight compounds into the next.

What began as a simple hypothesis about direct messaging evolved into a broader strategy that now shapes how the team approaches copy, merchandising, personalization, and customer experience across the site, helping fuel the company’s continued growth.