How a Test Repository Drives a 40% CRO Win Rate

Our win rate isn’t just the result of disciplined, hypothesis-driven testing. It’s the combination of that rigour and a rich test repository, built from hundreds of experiments, that powers consistent success across industries.

To help you see what powers our multi-award-winning performance work, I’ll unpack what a test repository is and the five common conversion drivers we’ve uncovered across key industries, including:

• Financial services
• Retail

These insights have been instrumental in driving our multimillion-pound wins.

A test repository is your CRO team's database (for Harry Potter fans, it's the ‘Pensieve’), which contains information about all the experiments you have tested.

Instead of results buried in a file for no one else to see, all experiments are stored in one place.

A test repository is about making testing results viewable across your team and organisation, helping to facilitate better decision-making and drive a more integrated culture of experimentation.

A test repository is a vital part of your CRO toolkit for driving your testing maturity. Here at Fresh Egg, through years of using a testing repository at the heart of our testing programmes, below are some reasons why it is an important addition:

1. Centralised source of truth: Being able to keep all your hypotheses, results and insights all in one searchable location is a game-changer. Not only does this make testing outcomes searchable as a trusted source of truth, but it also enables stakeholders from other teams to view what has been previously tested.
2. Discover new patterns and themes: A test repository allows your team to not only store top-level test information, but it also provides an opportunity to enrich your test insight even further through categorisation of experiments. For example, enriching through test difficulty allows your team to understand whether larger experiments drive higher uplifts.
3. Improves experimentation culture and adoption: Centralising experiment data drives an improved experimentation culture. Insights become accessible, stakeholders feel more confident accessing and viewing experiments, all helping drive experimentation curiosity.
4. Speeds up decision-making: A test repository helps your team understand what is working and what does not resonate with your customers. This helps teams improve decision-making on test types to run and have a positive impact on testing velocity and win rate.

By logging every hypothesis, outcome, and uplift in our test repository, we can understand recurring behaviours, universal conversion drivers, and sector-specific trends that would be impossible to uncover without the resource.

By enriching our test repository with our UX dimension framework, we have identified five trends that could help drive the impact of your experimentation.

1.  Motivation and clarity: a key driver for insurance & financial services

For products like insurance and financial services, the user journey can feel daunting and confusing, especially with acronyms like IPT, IPID, and others.

Our extensive expertise in both areas shows that surfacing clear, motivating content is vital. Tests focused on motivation and clarity have driven our highest win rate of 40% across clients in this sector.

Case study: Agria Pet Insurance

One example is shown below: motivational reward copy in the Agria Pet Insurance journey drove a +5.6% increase in policy sales.

2.  Motivational cues drive the highest win rate for Charity websites

Our expertise in testing across multiple charity clients clearly shows that experiments focusing on motivation and emotional cues are the most successful, with 1 in 2 tests showing a statistically significant positive uplift.

Case Study: Diabetes UK

This is evident in a test designed to drive donations and regular giving. By surfacing motivational content highlighting the specific benefits of regular giving, Diabetes UK saw a 25% increase in monthly giving.

3. Improve online checkouts through trust and social signals

Regardless of the sector, payment and checkout pages are often sources of friction. Findings from our repository detail that trust indicators and social proof consistently boost conversion at this critical stage.

Making trust tangible is critical. In several experiments, we added trust badges (e.g., SSL icons, payment provider logos) and concise reassurance copy. We have seen a leading financial client boost checkout-to-sale conversion by +12% by adding clear trust signals—secure payment badges and reassuring copy that highlighted (and amplified) TLS protection.

Leveraging social proof

Displaying customer ratings or testimonials near payment CTAs is also beneficial. On one retail checkout page, adding a small “Rated 4.9/5 by 3,000+ customers” line next to the “Complete Purchase” button increased the completion rate by +11%.

The takeaway? Across checkout pages, our testing win rate is 57%. Social proof and trust have been at the heart of this above-average win rate.

So remember, when users reach the final step, trust and social validation can tip the balance in your favour.

4. Drive sales through content clarity and reassurance

Ecommerce shoppers are spoiled for choice, so the clarity of your content can be the difference between a sale and an abandoned cart, especially in highly competitive products. We have seen a clear trend toward greater clarity in benefits and content, driving increased sales.

For a well-known retail client, we drove a +4.6% increase in conversion to enquiry by showing clear content around benefits to drive reassurance.

Reducing Friction on Category Pages

Other successful experiments in our repository focused on optimising the user interface to help customers find relevant items faster. Key adjustments included:

• Above-the-fold filters: Moving filtering options to the top of the page for immediate accessibility.
• Streamlined layouts: Reducing the number of products per page to prevent choice paralysis.
• Quickview buttons: Allowing users to preview details without leaving the category results.

In all these tests, the underlying principle was the same: reduce friction through clear content and reassurance.

5. Clear decision-making and personalised content drive strong uplift for Real Estate

Real estate sites often serve both buyers and sellers, often resulting in long, information-heavy pages. Our repository shows that simple UX changes in high-friction areas can make a real difference, with this UX dimension driving a 44% win rate in the real estate industry.

Sticky Call to Action (CTA)

Despite being a simple UX change, we have seen sticky CTAs have a significant impact. Keeping these buttons visible as users scrolled eliminated the need to hunt for the next step, a common source of friction on long property pages.

The Result: This simple UX change increased viewing requests by 28% in one test.

Personalisation

When analysing our test repository by test location, it was clear that personalisation is king for property pages. With such a vast amount of properties and content, users demand a more tailored experience.

• Geo-location targeting: Changing property landing pages based on a user's location has increased conversions by up to 9.5%.

Whether it is a simple button placement or complex data-driven personalisation, reducing the cognitive load for property seekers is key to conversion.

In short, our 40% win rate isn’t down to luck. It’s the product of a disciplined testing culture powered by a living, breathing test repository, enriched with other data sources.

By pooling insights from hundreds of experiments across sectors, this article has uncovered only a small fraction of the insights available at an industry-specific level.

These top-level insights show that a repository isn’t merely an archive; it’s the driving force to conversion success for your optimisation programme.