How we helped BestHeating drive £250k in revenue
BestHeating turned to Fabric to unlock conversion opportunities across its flagship retail experience. Through continuous testing, customer insight, and UX optimisation, Fabric helped increase add-to-cart rates, improve checkout completion, and drive higher overall transactions.
CRO, A/B Testing, UX & Funnel Optimisation
Magento
The Challenge
Limitless Digital Group partnered with Fabric to optimise the performance of its flagship brand, BestHeating, and unlock new conversion opportunities across the eCommerce funnel.
Analysis revealed several key areas for improvement:
- Only 36% of users were moving from PLP → PDP, and too few were completing the journey to checkout.
- Delivery clarity, payment usability, and navigation design were causing friction and drop-off.
- CRO activity was mainly carried out internally on an ad-hoc basis, with limited testing and insight.
Limitless needed a structured, data-driven CRO programme that would increase conversions, enhance the user experience, and deliver measurable commercial impact.
The Strategy
Fabric launched a continuous conversion rate optimisation (CRO) programme for BestHeating, combining behavioural analysis, heatmapping, and direct customer feedback to uncover key areas of opportunity.
Across the first six months, we ran more than 40 A/B tests, with 25 conclusive experiments improving both conversion and user experience metrics.
Key initiatives included:
- Product Discovery: Simplifying site navigation and introducing clearer product categorisation increased product engagement and PDP click-throughs.
- Delivery Clarity: Earlier and clearer communication of delivery timelines — especially for made-to-order products — reduced basket abandonment.
- Payment Experience: Customer feedback via Appzi identified express payment issues, leading to checkout refinements that improved conversion reliability.
- Trust & Reassurance: Testing trust badges, returns messaging, and secure checkout cues built customer confidence at the point of purchase.
Design and layout improvements were tested across both desktop and mobile, and insights from Appzi surveys and heatmapping tools informed ongoing test prioritisation and hypothesis development.
The Results
Fabric’s CRO programme delivered measurable commercial impact for BestHeating, driving a 14% uplift in add-to-cart rate, a 9% increase in checkout progression, and a 13.5% rise in completed transactions. By improving product page clarity, delivery messaging and the purchase journey across desktop and mobile, these changes translated into more customers reaching the point of purchase and more revenue being captured from existing traffic, creating a stronger and more efficient ecommerce funnel.
Don't take our word for it, take theirs!
“Fabric combined GA4 best practice with a deep understanding of our unique setup.Their technical expertise gave our teams confidence in the data — and clarity across the business.They don’t just implement; they listen, adapt, and deliver.”
“We work with some of the biggest sports organisations in the world, so having absolute confidence in our data is critical. Fabric came in and delivered a full GA4 solution that met the standards we needed, while working closely with my team to make sure everything was done properly.
"Fabric have run multiple A/B and MVT tests across the site, uncovered some unexpected results, and been able to test bigger changes before committing to development. They also reviewed our site speed and recommended simple fixes — one of which reduced load time by 30%. Fabric have been brilliant at prioritisation, listening to what we need, and helping us move faster while making smarter decisions.”
