BombingScience

BombingScience

E-commerce CRO & UX Optimization for a Street-Art Retail Pioneer

Overview

BombingScience is one of the world’s leading online stores for street art and graffiti supplies. Over time, the site had gone through multiple redesigns without a structured conversion framework, leading to a decline in revenue and performance metrics such as average order value and bounce rate.

Our goal was to rebuild the website through the lens of Conversion Rate Optimization (CRO), treating it as a living product rather than a static storefront. We implemented a full A/B testing program to identify friction points, validate UX improvements, and measure real business impact.

The Challenge

Years of incremental design changes had fragmented the experience. Layouts lacked consistency, product pages failed to guide purchase intent, and users encountered friction at every stage, from product discovery to checkout.

Without a clear testing roadmap, decisions were based on intuition rather than measurable impact. The goal was to apply a data-driven framework to identify friction points, hypothesize solutions, and validate each improvement through A/B testing.

The Approach

The project started with a full CRO audit and data analysis. Using Google Analytics, Hotjar, and Microsoft Clarity, every key funnel stage was mapped and benchmarked. The insights were used to prioritize testing opportunities by potential revenue impact.

At the core of our process was a structured A/B testing framework by using tools like Convert and Google Tag Manager. Each test was designed to validate a specific hypothesis, allowing us to iterate quickly, learn continuously, and apply only what measurably improved user experience and revenue.

This evidence-based methodology became the foundation for all CRO efforts, ensuring that every improvement to the BombingScience store, from navigation to checkout flow, was backed by real performance gains.

The approach focused on three pillars:

1. Structural clarity: Simplifying layouts, improving visual hierarchy, and ensuring that high-intent users could reach checkout faster.
   
   
2. Behavioral triggers: Optimizing microcopy, product recommendations, and trust signals to reinforce purchase confidence.
   

Wholesale experience: Aligning pricing visibility, cart flow, and account management tools to reduce friction for B2B customers.

Execution

Over the course of the engagement, 43 A/B tests were executed across key funnel stages, from homepage layouts and product cards to checkout forms and upsell placements. Each experiment was measured for its impact on Revenue per Visitor (RPV), E-commerce Conversion Rate (ECR), and Average Product per Visitor (APPV).

To ensure validity, all tests were run with proper segmentation, traffic balancing, and statistical significance thresholds.

Notable Tests

Test #5: Main Categories Displayed in a Sliding Section

To improve navigation and speed up product discovery, we added a horizontal sliding section at the top of the category pages, showcasing the main product categories. This allowed users to start browsing immediately upon landing.

Before

After

Results:

‍Insight: Presenting top categories early in the experience reduced friction and encouraged deeper browsing, leading to more engagement and higher cart additions.

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Test #9: Shipping Awareness Label on Product Pages

A visible label was introduced below the Add to Cart button, which shows information dynamically, based on your location via API, to indicate estimated delivery times. The goal was to remove uncertainty and build trust around logistics.

Before

After

Results:

Insight: Communicating shipping expectations clearly increased customer confidence, particularly for new buyers, and drove a strong lift in conversions.

Test #13: Shipping Bar Color Change

Different color combinations were tested for the announcement bar displaying key messages like “Free Delivery Over $75.” Free shipping is an important factor when making decisions in this niche and on this site.

Before

After

‍Results:

Insight: A more visible, high-contrast colour increased engagement with the banner and improved overall conversion rate, proving that clarity and visibility outperform subtlety in top-level messaging.

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Test #26: Filter Colours by Type (Finishes)

New tabs/filters were added to paint product pages, based on the popularity of the colour, allowing users to sort by finish/type, such as solid, metallic, or matte.

Before

After

Results:

Insight: This feature helped users find what they wanted faster and reduced decision fatigue. The positive impact demonstrated how thoughtful filtering directly improves discoverability and revenue.

Test #35: Show Price on “Add to Cart” CTA When Adding More Paint

We implemented a dynamic price display on the Add to Cart button that updated in real time as users increased the quantity of paint cans.

Before

After

Results:

Insight: Making pricing feedback immediate encouraged users to adjust quantities confidently, increased transparency, and reinforced the perceived value of larger orders.

Test #41: Filter Colours by Type (Dang Paints)

Following the success of Test #26, this improvement was applied to BombingScience’s proprietary Dang Paints brand, enabling users to filter by finish type.

Before

After

‍Results:

Insight: This became one of the highest-performing tests in the entire CRO program. Enhanced filtering empowered loyal Dang customers to find and purchase multiple finishes easily, proving the compound value of UX consistency across product lines.

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Results

The impact was immediate and sustained:

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These improvements represented not only higher sales but also a stronger foundation for ongoing growth. The site’s revenue curve stabilized, bounce rates dropped, and both wholesale and retail customers reported smoother purchase journeys.

Tools & Workflow

• A/B Testing: Convert
  
• Tracking & Tag Managers: Google Tag Manager
  
• Analytics: Google Analytics, Hotjar, Microsoft Clarity
  
• CMS: Magento
  
• Email Marketing: Klaviyo
  
• Documentation & Planning: Google Docs, Sheets, Trello

Conclusion

By shifting from guesswork to evidence-based design, BombingScience achieved measurable growth across every key performance metric. The CRO framework not only increased revenue but also serves as a scalable foundation for growth. What began as a fragmented online experience evolved into a refined and converting e-commerce platform.

If your e-commerce site isn’t performing to its full potential, our team can help you identify the roadblocks, test smarter, and turn every click into measurable revenue. Reach out to us to transform your website into a high-performing sales engine.