E-commerce & RetailCX InsightsCX Optimization
Graco Baby
Graco Baby invests in UX research to score A/B testing wins
62%win rate of UX research-informed tests
E-commerce & RetailCX InsightsCX Optimization
Graco Baby · Newell Brands
UX research drives big swings & big wins for Graco Baby
How first-time parents’ confusion became a new kind of product page, and nearly doubled infant car seat purchases.
Headline result
94%
conversion rate increase for infant car seat purchases
97% average statistical confidence across all metrics
The challenge
Graco Baby, a leading brand in the baby products industry, is dedicated to offering quality products and helping shoppers find exactly what they need. Graco had long partnered with CXperts for user research and experimentation.
Qualitative research revealed a problem hiding in plain sight: shoppers comparing infant car seats were faced with a multi-product, grid-based listing page, when what they really needed was guidance.
“I think the whole baby type of product searching is just, so complex…”
How CXperts helped
01
Research to find the real problem
CXperts leveraged WEVO, a leading platform in qual and quant UX research, to run a large-scale study with 263 participants on desktop and mobile. The study evaluated Graco’s primary shopping journey and produced 20+ UX recommendations, 13 of which became A/B tests.
02
Design a page that guides, not just lists
Guided by the research, the Graco team designed a new landing page for infant car seats. Instead of a traditional product listing page, it streamlined the lineup from 15 down to 6 core products and added educational content to guide shoppers’ choices.
03
Build it and prove it
CXperts turned the design into a functional page for A/B testing, built the new page from the ground up, and set up the test using redirects to send shoppers to the new car seat landing page.
Before & after
Before
After
The results
On the new infant car seat landing page, purchases doubled, average order value increased 7.3%, and add-to-carts increased 33%, all with an average of 97% statistical confidence.
The research behind it kept paying off. Of the 13 research-informed A/B tests launched within six months, eight produced statistically significant wins, a 62% win rate that continues to fuel Graco’s experimentation roadmap.
263 research participants
13 tests launched in 6 months
62% win rate
“The CXperts team has been an amazing group to work with. They have helped us identify points of friction in our consumer experience, with real $ impacts and recommendations for how to best solve them.”
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