How we helped My 1st Years through data-led CRO
My First Years partnered with Fabric to strengthen performance through data-led CRO. A robust GA4 setup and high-velocity testing programme delivered faster sites, higher conversion rates, and measurable revenue uplift, positioning the team for sustained data-driven growth.
CRO, GA4, A/B Testing, UX
Magento
The Challenge
My 1st Years is passionate about creating unique, personalised gifts for children and families. From embroidery and printing to engraving and flocking, every product is designed to become a one-of-a-kind keepsake and part of a treasured memory.
As the brand works towards its ambition of becoming the number one personalised baby brand in the world, its product range has expanded to include teddies and toys, blankets, clothing, and home accessories. Despite rapid growth, My 1st Years has remained true to its core values of quality, value, and exceptional customer service.
With increasing external margin pressures and a small internal team, My 1st Years needed a partner who could bring a data-driven approach, define a clear optimisation strategy, and move quickly to activate and deliver measurable impact.
The Strategy
The project began with a full reconfiguration of My 1st Years’ GA4 setup, ensuring a robust analytics foundationwith advanced functionality in place. This was critical to accurately measuring performance and supporting a scalable CRO programme.
Using this improved data foundation, Fabric designed and executed a structured CRO strategy, combining site speed optimisation, proprietary opportunity modelling, qualitative research, A/B testing, and personalisation. Activity was delivered at high velocity, prioritising areas with the greatest potential for incremental revenue growth, while simultaneously improving the on-site user experience.
Much of the programme was powered by Fabric’s custom-built tools, allowing My 1st Years to execute sophisticated optimisation without the need for heavy investment in additional technology.
The Results
Fabric’s CRO programme delivered clear performance improvements across the site, including a 9% improvement in key site speed metrics and a 12% increase in conversion rate. Together, these gains drove over £4 per order in incremental revenue, helping My 1st Years improve efficiency and performance during a period of increased commercial pressure.
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.”
