How SOURCE went from zero tests to a €300k CRO programme in six months.
A B2B promotional-merchandise brand with a developer, a designer, and no testing infrastructure. Dayo ran the audit, shipped 20+ tests across four markets, and handed a working operation back to the in-house team. Not a retainer — a capability built to outlive the engagement.
6-Month Revenue Lift
+€300k
Paid the engagement back by month 2
Biggest Single Win
+128.9%
Mobile menu · 99.99% significance
Audit Recommendations
100+
Distilled into a 12-month roadmap
Markets Activated
4
DE · AT · CH · NL · one pipeline
The brief
Zero tests. No infrastructure. A capable in-house team, waiting.
The founder had built a healthy B2B operation across four European markets — a clean tech stack and an in-house team that already included a developer and a designer. The one empty seat was CRO. They had never run a single A/B test: no roadmap, no hypothesis pipeline, no testing cadence to plug into.
The brief was unusual — not a retainer. Build the programme, run it long enough for the team to internalise it, then leave the operation working behind you. Eight months, all four markets, and the programme had to outlive the engagement.
B2B promotional merchandise
Germany HQ · 4-market footprint
0 prior tests
No CRO infrastructure
Convert · GA4 · Hotjar
In-house dev + design
Build it, run it, hand it over
Inside 8 months
What Dayo shipped
20+ tests in six months. Seven deployed sitewide. Plus a team that can run it.
The audit ran across six inputs in month one, then distilled 100+ recommendations into a scored 12-month roadmap. From there the programme worked the full funnel — PDP, PLP, homepage, cart and checkout — across all four markets.
Exposed menu on mobile collection pages
PLP · deployed across 4 markets · 3 variants
PDP exit-intent for PDF quote
PDP · deployed sitewide
2-step pop-up for PDF quote form
PDP · intent then contact
PDP download CTA text change
PDP · copy test
Homepage personalisation: recently viewed
Homepage · returning visitors
PLP dynamic headline on search term
PLP · deployed sitewide
Sitewide review-widget hide test
PDP · counter-intuitive clutter test
USPs on minicart, cart, checkout (v1)
Cart funnel · retired, reworked into v2 win
Highlight key motivators above the fold
PDP · 2 refresh variants
Cart icon colour: orange → red
Sitewide · +6.6% clicks, never crossed significance
Seven wins deployed sitewideacross all four markets, not just the German storefront — so each win compounded four times at deploy. Two losses earned their place too: Test 08's reworked v2 became one of the deployed wins.
The tests, up close
Three of the deployed wins, shown as they actually ran on the storefront. Screens are real test variants captured from the live experiments.
01Exposed menu on mobile collection pages
On mobile PLPs, the category menu was hidden behind a hamburger and a pair of dropdowns. Dayo tested three ways of exposing the categories directly on the page — tiles, scrolling tabs, and pill buttons. Built once, deployed across all four markets.
Variant C (pill buttons) won at +128.9% category clicks, 99.99% significance. Surfacing the categories where the thumb already was more than doubled navigation into category pages — the single biggest win of the engagement.
032-step pop-up for the PDF quote form
The inline quote form asked for everything at once. Dayo reworked it into a 2-step pop-up: step one captures intent with a single email field, step two captures the contact detail — then a clear “what happens next” confirmation.
+13.6% quotation requests. Splitting the ask lowered the cost of starting, and the confirmation step set expectations on response time — fewer abandoned half-filled forms.
04PDP download CTA text change
A copy-only test on the PDP's secondary CTA. The generic “Angebot herunterladen” (Download offer) was tested against action-specific framing — “PDF-Angebot anfordern” (Request PDF quote) — naming both the format and the outcome.
Dein Preis
So konfigurieren Sie Ihr Produkt? ⓘ
📦 Muster bestellen
✓Zahlung nach Erhalt der Ware
✓Druck-Vorschau nach Bestellung
Dein Preis
So konfigurieren Sie Ihr Produkt? ⓘ
📦 Muster bestellen
✓Zahlung nach Erhalt der Ware
✓Druck-Vorschau nach Bestellung
+6.5% downloads from copy alone. Naming the format and the outcome beat a generic verb — a zero-cost, deploy-everywhere win of exactly the kind a roadmap is built to find.
The results
What eight months of programme-building delivered, measured across the first six months live:
Incremental Revenue
+€300k
Across the first 6 months, the engagement paid back in month 2.
PDP Exit-Intent
+20.9%
Quote submissions · 98% confidence, deployed sitewide.
Hand-Over
Month 7
Team running the roadmap independently, on schedule.
“We'd never run a single A/B test before he showed up. Eight months later we have a 12-month roadmap, a working test cadence, and a team that runs the programme without him. The €300k in six months paid the engagement back twice over — the capability we kept is worth more.”
Founder · B2B Promotional Merchandise Brand · Germany
How it played out
The eight-month build, month by month: audit, run, hand over.
MONTH 1 · WK 1-2
Six-input conversion audit
UX heuristics, GA4 deep-dive, heatmap and scroll analysis, 30+ session recordings, a top-4 competitor benchmark, and customer sentiment from reviews and support tickets.
MONTH 1 · WK 3-4
100+ recommendations → 12-month roadmap
Recommendations scored by ICE (Impact, Confidence, Effort) and prioritised against revenue weight. The 12-month test roadmap was drafted and signed off.
MONTH 2
First tests in build · team workshop 1
Convert.com configured and a hypothesis-writing workshop run with the in-house team. Test 1 (exposed mobile menu) in build alongside Test 2 (PDP exit-intent).
MONTH 3
First win shipped sitewide
The mobile collection menu crossed 99.99% confidence at +128.9% and deployed across all four markets inside a fortnight. PDP exit-intent in flight.
MONTH 4
PDF quote pipeline reworked · workshop 2
Exit-intent and the 2-step pop-up both deployed. Workshop on test analysis and read-out rituals — the team writing their first hypotheses with oversight.
MONTH 5
Multi-market activation · AT and CH live
Personalisation and the experimentation framework activated on the Austrian and Swiss storefronts. One pipeline, one Convert account, roadmap rolled forward across markets.
MONTH 6
NL activated · €300k milestone
The Netherlands storefront went live on the framework. Six-month revenue lift crossed €300k. Team running tests with light oversight; hand-over plan agreed.
MONTH 7-8
Programme handed over · team independent
Final months on documentation, test-archive handover and shadowed read-outs. The team ran the roadmap independently and the engagement closed on schedule.
The honest retrospective
What Dayo would change next time — included because a programme you can trust is one that tells you where it bent.
— Too Much, Too Soon
100+ recommendations overwhelmed month one
The full list was too much to present at once and Dayo lost a week to triage. Next build: a top-30 priority list, rest in an appendix. Same coverage, less noise.
— The Useful Failure
The cart-USP loss had a v2 Dayo should have planned
Test 08 (-9.3%) surfaced a layout-versus-copy confusion in the hypothesis. The reworked v2 became a deployed win — Dayo now reserves roadmap space for the v2 cycle up front.
— Align Earlier
Multi-market needed a dev kickoff sooner
Environment differences across the AT/CH/NL storefronts cost roughly two weeks. A pre-build technical kickoff is now bundled into month one of every multi-market build.
Want a programme that outlives the engagement?
Talk to DayoClient
SOURCE · Werbeartikel
Package
CRO Programme Build · 8 mo
Markets
DE · AT · CH · NL
Tests
20+ shipped · 7 sitewide
Result
+€300k / 6 mo