How we helped Freemans gain £10million in incremental revenue
Fabric partnered with FGH to deliver a structured CRO programme across key ecommerce journeys, using experimentation to optimise customer experience and increase performance. Through continuous testing and insight-led optimisation, the programme generated significant incremental revenue and improvements across product discovery, checkout and credit applications.
GA4 Audit, CRO Services, A/B Testing
Adobe
The Challenge
FGH operates a high-volume ecommerce platform where even small improvements in customer experience can generate significant commercial impact. However, optimising such a complex digital journey required a structured experimentation framework capable of identifying friction and validating improvements with data.
A key challenge was balancing both retail conversion performance and credit acquisition, which are central to the Freemans business model. Several opportunities existed across the journey - including homepage engagement, product discovery, checkout progression and credit eligibility flows - but required rigorous testing to quantify their impact.
Additionally, behavioural insights highlighted several UX barriers. Many users were not scrolling on the homepage, key credit messaging lacked clarity, and unnecessary steps in the purchase journey were introducing friction that prevented users from completing checkout.
FGH required a continuous optimisation programme capable of identifying these issues, prioritising high-impact opportunities and validating improvements through structured experimentation.
The Strategy
Fabric delivered a comprehensive CRO programme built around continuous testing, insight generation and iterative optimisation across the ecommerce journey. Over the course of the programme we designed, developed and executed a wide range of experiments targeting high-impact areas including:
Homepage engagement optimisation
User behaviour analysis showed that a large proportion of visitors were not scrolling, meaning key commercial content was often missed. We tested repositioning high-value elements such as brand carousels and department highlights higher on the page to improve visibility and engagement.
Product discovery and merchandising improvements
Experiments focused on improving how users navigate product listing pages and engage with PDPs. This included testing layout changes, navigation behaviour and messaging to encourage stronger progression toward add-to-bag and checkout.
Checkout journey optimisation
We reduced friction within the checkout process by removing unnecessary steps and introducing clearer calls to action. For example, testing direct checkout options from add-to-bag interactions helped accelerate the purchase journey and increase checkout starts.
Credit journey optimisation
Given the importance of credit products to Freemans’ business model, we ran targeted tests to improve how credit options and eligibility messaging were presented. Simplifying application steps, improving clarity around credit checks and adjusting UI components helped increase customer confidence and credit order conversion.
Each test was designed using behavioural insight, validated through controlled experimentation and analysed to generate learnings that informed the next optimisation cycle — creating a continuous improvement loop across the platform.
The Results
The CRO programme delivered substantial commercial impact while building a scalable experimentation framework for ongoing optimisation.
Across the year, Fabric executed a high-volume testing roadmap covering the full ecommerce journey. Winning tests delivered measurable improvements in engagement, checkout progression and credit applications, translating directly into incremental revenue.
Homepage optimisation significantly improved visibility of key merchandising components, driving stronger engagement and increased order rates. Checkout experiments reduced friction and accelerated purchase journeys, while credit journey optimisations improved both application completion and new credit orders.
These incremental gains combined to deliver significant monthly revenue and credit growth, demonstrating the value of a structured, insight-led experimentation programme.
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.”
