How Filotea Grew Conversion Rate by 157% in 90 Days
Full CRO programme for Croatian e-commerce food brand Filotea — from 1.4% to 3.6% CVR through funnel analysis, UX fixes, and A/B testing.
Filotea is a Croatian e-commerce brand specialising in premium gourmet food products. With solid traffic and a loyal repeat customer base, the business was struggling to convert new visitors — despite having a quality product and professional-looking store.
The Challenge
When Filotea came to us, they had two core problems:
Traffic without conversion. They were spending consistently on Google Shopping and Meta ads, but their overall conversion rate sat at 1.4% — below the e-commerce average of 2–3%. Every month, thousands of potential customers were landing on the site and leaving without buying.
No visibility into why. The team knew something was wrong but didn’t know where the problem lived. Analytics showed drop-offs, but not what was causing them.
What We Found
A structured CRO audit across analytics, session recordings, and heatmaps revealed three major problem areas:
1. Product pages weren’t building enough conviction
The product pages had high-quality photos but weak copy. There was no story behind the products — no origin information, no flavour descriptions, no serving suggestions. Visitors browsing premium gourmet food need to taste it in their imagination before they’ll add to cart. The pages weren’t doing that job.
2. The checkout asked for too much, too early
The checkout flow required account creation before purchase — a known conversion killer. Session recordings showed 41% of users abandoning at the account creation step. Guest checkout was technically available but buried behind an unclear UI.
3. Shipping cost visibility
Shipping costs only appeared at checkout step 3. For visitors coming from ads who hadn’t established trust yet, the late-appearing cost felt like a hidden fee — triggering abandonment even when the shipping cost itself was reasonable.
What We Changed
Product page copy rewrite — Added origin stories, ingredient details, serving suggestions, and pairing recommendations. Rewrote product titles to include flavour/origin keywords (better for SEO too).
Checkout UX overhaul — Made guest checkout the default, primary path. Account creation moved to post-purchase. Reduced checkout from 4 steps to 3 by combining address and delivery.
Shipping transparency — Added a shipping cost calculator to the cart page and “Free shipping over X kn” banner on product pages.
Trust signals at checkout — Added payment method logos, security badge, and a satisfaction guarantee adjacent to the “Complete order” button.
Results
The changes were implemented and A/B tested over 90 days. By the end of the programme:
- Conversion rate: 1.4% → 3.6% (+157%)
- Add-to-cart rate: 8.2% → 19.4% (+137%)
- Checkout completion: 34% → 61% (+79%)
The same traffic, the same products, the same ad spend — producing 157% more revenue from the existing funnel.