Get in touch

Case study: Chillblast Group

GA4 Implementation, and Conversion Rate Optimisation services.

The challenge

Chillblast Group is one of the UK’s leading online retailers of technology products. They have over 1 million customers and 95% that would buy again. Their mission is to ensure that you can have the confidence in their expert knowledge and efficient service every step of the way. Celebrating over 27 years in the industry, there’s nothing that they don’t know when it comes to tech. Whether that’s helping their customers find the best buy, recommending solutions or offering technical support, their tech savvy team of specialists are always on hand to help.

With limited resource internally, pressures from competitors and rising acquisition costs they wanted to improve the website conversion rate and improve onsite experience.

The strategy

In order to set the project up for success, we first ensured Chillblast Group had a robust GA4 data setup against our proprietary 115 point set up. This gave us an initial baseline of website performance, enabling us to spot trends and patterns. Armed with this data we created our proprietary opportunity models which allowed us to understand the incremental revenue by key journeys including performance across pages, devices, traffic sources and user types. We then built a bespoke strategy which included site speed improvements, A/B testing, quantitative and qualitative research and personalisation. In partnership with the teams internally we executed this at high velocity. These activities both improved the overall user experience of the website and drove significant commercial benefits for Chillblast Group. The key was onsite helped and working in partnership to complement internal resources and build momentum.

The result


Incremental revenue


Improvement to key site speed metrics


growth in conversion rate


I am thrilled to share the outstanding success story of the Conversion Rate Optimization (CRO) program executed Fabric. Working in partnership with our teams the results have been incredible.

Danny Cramer

CCO Chillblast Group

Connect with us

We are a dedicated analytics and CRO agency that specialise in helping our clients weave data into the heart of their business.

If you feel like we could be a good fit for your business please do not hesitate to get in touch.