Tactical Elements were facing the same challenge many stores do — plenty of visitors, but not enough buyers. A series of targeted CRO changes changed that. In this case study, we break down the changes that led to a 250%+ increase in Add to Cart rate and reveal how the majority of growth came from smarter UX, not just more traffic.
Client: Tactical Elements
Platform: BigCommerce
Focus: Conversion Rate Optimisation (CRO)
Goal: Increase add to cart rate and unlock more orders from existing traffic
The Challenge
In 2024, Tactical Elements had strong visitor numbers, but too few were adding products to their cart. In the first quarter of 2024, just over 7% of product viewers were taking that first step — a clear bottleneck in the purchase journey.
We set out to fix that, focusing on usability, mobile experience, and product discovery.
Our CRO Improvements
Using behaviour tracking tools, we reviewed heatmaps and session recordings to identify friction. Here’s what we changed:
- Made the search bar permanently visible on mobile (it was previously hidden in the navigation)
- Reordered products on collection pages automatically, using an API-based sort: newest, in-stock products shown first, out-of-stock pushed down
- Refined the product page layout on mobile, including:
- Sticky ‘Add to Cart’ button
- Low-stock alerts (e.g. “Only 2 left”)
- Clearer price display
- Free shipping messaging near CTAs
Results
We began tracking user behaviour in the last quarter of 2024 and implemented incremental CRO improvements throughout January to March 2025. The results shown below reflect the impact of those changes as they were rolled out over the quarter.
March Year-on-Year Snapshot
| Metric | March 2024 | March 2025 | % Change |
|---|---|---|---|
| Add to Cart Rate | 6.32% | 23.61% | +273.5% |
| Orders | 000 | 000 | +42.9% |
| Conversion Rate | 00.00% | 00.00% | +18% |
Q1 Comparison
| Metric | Q1 2024 | Q1 2025 | % Change |
|---|---|---|---|
| Add to Cart Rate | 7.07% | 24.77% | +250.2% |
| Orders | 0000 | 0000 | +30.9% |
| Revenue | $000,000 | $000,000 | +56.3% |
Traffic Growth Alone Didn't Explain the Results
Traffic did increase: from 000,000 visitors in Q1 2024 to 000,000 in Q1 2025 (a 23.5% uplift). But that alone doesn’t explain the full revenue growth.
We ran the numbers:
CRO drove nearly $50,000 in revenue, on top of what traffic alone would have delivered.
What's Next?
While more users are now adding to cart, the checkout completion rate dropped, which is natural as the funnel widens. Our next focus is on optimising the cart and checkout experience to convert more of those newly engaged users.
Summary
This case study is a clear example of how targeted conversion rate optimisation has a compounding effect:
- More people are finding relevant products
- More are taking action
- And the store is generating more revenue, without relying on paid traffic
At Flair, we treat CRO as a step-by-step journey. One improvement leads to the next. And for Tactical Elements, that journey is well underway.
If your store has traffic but not enough conversions, you’re not alone. Small, focused improvements often lead to more sales, without needing more traffic. If you’d like help identifying where your funnel is leaking and what to do about it, get in touch using the form below. We’ll review your store and let you know where we’d start.