Pickle Wickle

Introduction

Pickle Wickle, a rising star in the gourmet food industry, had built a loyal offline customer base with its premium, handcrafted pickles. However, the brand struggled to replicate this success online. Despite high-quality products and competitive pricing, website visitors were not converting into customers. To solve this challenge, Pickle Wickle partnered with 88gravity, a digital growth agency known for its expertise in conversion optimisation.

Problem Statement

Pickle Wickle faced several conversion-related challenges that limited its e-commerce growth:

• Low conversion rates: Despite steady traffic, only 0.9% of visitors completed purchases.
   
• Inefficient checkout process: Multiple steps and poor UI design caused cart abandonment.
   
• Unclear product messaging: The website lacked compelling copy and persuasive CTAs to drive purchases.
   
• Limited trust signals: Few customer reviews, weak product photography, and missing guarantees reduced buyer confidence.
   
• No A/B testing framework: Changes were made without data-driven insights, limiting optimisation potential.
   

Solution & Uniqueness

1. Funnel Analysis & Heat Mapping

88gravity conducted a deep funnel audit and implemented heat-mapping tools to identify where users were dropping off. Insights revealed that 42% abandoned carts during the payment stage and 27% left product pages without adding items to the cart.

2. Checkout Optimisation

The checkout process was simplified from 5 steps to 2 steps, with guest checkout enabled. Multiple payment gateways were integrated to reduce friction.

3. Persuasive Copy & CTAs

Website product descriptions were rewritten with benefit-driven messaging. Strong, action-oriented CTAs like “Order Your Jar Today” replaced generic buttons.

4. Visual & Trust Enhancements

High-quality product photography and lifestyle shots were added. Customer reviews, ratings, and a “100% Natural Guarantee” badge were prominently displayed, boosting credibility.

5. A/B Testing & Personalisation

Landing page layouts, CTA colors, and offer placements were A/B tested. Returning users were shown personalised recommendations based on browsing history, increasing repeat purchase likelihood.

Outcome

1. Conversion Rate Improvement

Within four months, Pickle Wickle’s conversion rate jumped from 0.9% to 3.1%, a 244% increase.

• Before optimisation: 0.9% conversion
   
• After optimisation: 3.1% conversion
   

2. Increased Revenue Per Visitor

Average order value (AOV) rose by 32% after upsell and cross-sell strategies were introduced on product pages and checkout.

3. Reduced Cart Abandonment

Cart abandonment dropped from 68% to 39% after streamlining checkout and adding trust-building elements.

4. Boost in Customer Trust

Over 250 verified customer reviews were published, leading to a 55% increase in first-time purchase conversions.

5. ROI Achieved

The conversion optimisation campaign delivered a 310% ROI, with monthly online sales nearly tripling compared to pre-optimisation performance.

Conclusion

The collaboration between Pickle Wickle and 88gravity showcases how conversion optimisation can dramatically transform e-commerce performance. By streamlining the customer journey, leveraging data-driven A/B testing, and boosting buyer confidence, Pickle Wickle turned its online store into a high-performing sales channel.

Adarsh Srivastava concluded:
"This project proves that with the right optimisation strategies, even a niche brand can scale rapidly in the digital marketplace. Conversion is where growth truly begins."