A 41% revenue lift on existing traffic — no media spend.
Verre had healthy traffic and unhealthy conversion. We ran a six-month CRO program against the funnel — research-led, properly powered — and lifted revenue 41% without adding a dollar to paid.
The brief
Verre Maison was a beautifully designed furniture e-commerce brand that was bleeding revenue at the cart and post-purchase. Their previous CRO consultant had been A/B testing button colors for six months with nothing to show for it.
What we built
We started with research, not tests. Twenty-three customer interviews, three months of session replay, and a quantitative funnel teardown. We then ran 62 properly powered experiments across product detail pages, cart, and checkout, and rebuilt the lifecycle email program from welcome through win-back.
What changed
Revenue from existing traffic up 41% in six months. Email's share of total revenue went from 9% to 36%. The cart abandonment flow alone, rebuilt from scratch, generated $1.4M in incremental annualized revenue. We added no paid budget. Same traffic, more outcomes.
Forma is the first team that did the research before they did the testing.
Northwind Outfitters · 2025
A 38-year-old outdoor brand, rebuilt for the next thirty.
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