Strong Products, Strong Traffic, No CRO Engine
Twillory makes premium dress shirts and performance workwear for men. The shirts are genuinely good: non-iron fabrics, modern cuts, and performance features built for long days. The brand had loyal customers, solid traffic, and an experienced marketing team.
When they came to DTC Pages, the gap was conversion. The site had not been systematically tested in years. Interface patterns that had never been validated were just assumed to work. First-time visitors were landing with no clear understanding of what made Twillory different from any other dress shirt brand. Decision fatigue was visible in the data but nothing had been built to address it. The product deserved better than the store it was living in.
Test Everything. Keep What Wins.
01.
Full Interface Audit and A/B Testing
Every interface component from hero banners to product page layouts was audited and queued for testing. Components that had never been validated were treated as untested hypotheses. Outdated patterns were replaced with modern, conversion-focused alternatives and each change was confirmed with data before it went live permanently.
02.
First-Time Visitor Education
Dedicated content sections were built to explain what makes a Twillory shirt worth the price: the fabrics, the performance features, the fit. First-time visitors arriving with no brand context now had a clear reason to stay and buy. This single focus accounted for a meaningful portion of the revenue uplift.
03.
Upsell and Cross-Sell Architecture
Upsell and cross-sell mechanics were deployed across the product detail page and cart. Each one was individually A/B tested to confirm it added revenue without creating friction. Only mechanisms that proved their value in testing were kept live.
04.
Ongoing CRO Program
Rather than a one-off project, a continuous testing program was established. New hypotheses were generated from analytics, session recordings, and customer data. The 70% test win rate reflects both the quality of the hypotheses and the rigour of the testing methodology.
“Top tier tech stack and nice guys to boot. 70% of the A/B tests we run are adding noticeable revenue.”
Harry C.
Founder, Twillory
