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Furnt UK — CRO Case Study

FURNITURE / E-COMMERCE

Furnt UK

How we redesigned a furniture e-commerce brand from the ground up — increasing conversions across every key metric.

88%Conversion Rate Increase
62%Add-to-Cart Rate Lift
47%Checkout Completion Improvement
78%Revenue Per Visitor Increase
SCOPE OF WORKCRO Audit & StrategyWebsite RedesignConversion CopywritingUX & UI DesignA/B Test Planning
furnt.co.uk

furnt.co.uk

The Furnt UK website, redesigned and conversion-optimised by CRO PRO.

The Client

Furnt is a UK-based furniture e-commerce brand selling premium home furniture direct to consumer. Growing in traffic but struggling to convert visitors into buyers, the business needed a complete rethink of its online presence — from first impression through to checkout.

The Challenge

Visitors were browsing but not buying. For a high-consideration purchase category like furniture, the product pages lacked the information depth and visual confidence needed to push someone to commit. Room-setting photography was absent, delivery and returns clarity was poor, and the checkout experience was particularly weak on mobile.

The result was a strong top-of-funnel with significant leakage throughout — a fixable problem that represented considerable unrealised revenue every month.

Our Approach

We completed a full CRO audit and then executed a comprehensive redesign of the product, collection, and checkout pages. Every page was rebuilt with conversion as the primary objective — combining UX design, conversion copywriting, and strategic layout decisions to create an experience that matched the quality of the product range it was selling.

What We Changed

  • 01
    Full product page redesign
    Rebuilt product pages with room-setting photography, detailed specs and dimensions, delivery timeline clarity, and a strong returns policy — giving buyers everything they needed to commit without leaving the page.
  • 02
    Collection page restructure
    Reorganised category pages with smart filtering, lifestyle imagery, and clear pricing — turning browse journeys into intent-driven product discovery that funnelled visitors toward high-converting product pages.
  • 03
    Trust and social proof layer
    Added verified customer reviews, press coverage mentions, and prominent delivery and returns guarantees — addressing the primary hesitations for a high-value, online-only furniture purchase.
  • 04
    Checkout flow optimisation
    Simplified checkout to 2 steps with guest checkout, PayPal integration, and clear order summary — removing every unnecessary barrier between intent and purchase.

The Results

88%Conversion Rate Increase
62%Add-to-Cart Rate Lift
47%Checkout Completion Improvement
78%Revenue Per Visitor Increase

Results specific to this engagement. Individual outcomes vary by traffic volume, starting conversion rate, and implementation scope.

“”
The difference is night and day. CRO PRO redesigned our entire storefront and the results came quickly. We’re converting visitors we were previously losing every single day.

— FURNT UK, PREMIUM FURNITURE E-COMMERCE

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