Huron’s Lean Team Unlocks Faster Optimization and a 33% Revenue Lift
Conversion Rate Uplift
Per Session Value Increase
Months
Total Experiences & Tests
Background
Founded in 2019, Huron is a men’s personal care brand focused on delivering premium-quality products at accessible prices. Its lineup includes body wash, deodorant, shampoo, face care, hair styling, and fragrance.
Challenges
Huron struggled to move quickly on new optimization ideas due to:
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A lean team with limited development resources
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An A/B testing platform that required heavy developer involvement for every experiment
So they tried Visually.
Switching to Visually completely changed how we optimize. As a small, non-technical team, we can now test ideas in real time without dev, make smarter decisions, and count on their CRO experts whenever we need support.”
Juliana Kugelmas
Senior Growth Strategy Manager
Outcome
Shortly after implementing Visually, the Huron team started collecting wins. Here are a few of the successful A/B tests they had.
PDP: Reordered the Buy Box section
The PDP buy box section had become longer and more complex with both one-time and subscription options.
The team tested whether restructuring the section could increase subscriptions without hurting conversion rate.
The winning version flipped the original order: CTA first, subscription second and pre-selected, and one-time purchase last.
Result: +28.9% subscription opt-in with no change in conversion rate.
Free Sample With Purchase
To reduce hesitation and increase sales, the Huron team added a free sample to every full-size cologne purchase.
The hypothesis: letting shoppers try the scent before committing, with the option to return the full-size product if they didn’t love it, would increase conversion rate.
By combining lower risk with higher product value, the offer helped increase sales and profit, even with the added COGS.
Result: +5.4% conversion rate, with no increase in returns.
Cart: Free Shipping Progress Bar
To increase average order value, the team added Visually’s multi-tier progress bar to the cart.
The bar highlighted incentives like free shipping and free gifts, encouraging shoppers to increase their cart size.
Achievable spending incentives → larger carts.
Result: +3.2% average-order-value.
And for Huron, this is only the beginning. With Visually, the team is now testing and optimizing continuously, exploring every part of the store to uncover new opportunities and drive meaningful growth.