John Lewis Money sees currency order starts rise 69%

John Lewis Money's rate table page, where customers check exchange rates before starting an online order, wasn't doing enough to build purchase confidence. Only 9.1% of visitors who reached the page went on to start an order, indicating the page lacked prominent reassuring proof points for users to start an order (0% commission, Click & Collect and next-day delivery), as these were located below the rate table itself, meaning many users never saw the content.

• Our hypothesis: IF users could see the key benefits of ordering travel money more prominently on the page, THEN conversion to online start order will increase BECAUSE customers would feel more confident proceeding due to the clearly shown benefits and reassurance.

We designed a variation focused on reassuring messaging, 0% commission, Click & Collect, and next-day delivery alongside a new 'Order currency now' call-to-action positioned above the rate table. On mobile, we went further, restructuring the page hierarchy so this messaging appeared even higher up the screen. We left the core rate table functionality and the content further down the page untouched, keeping the test tightly focused on purchase confidence rather than the tool's mechanics.

The A/B test ran across all users and devices and saw a +66.8% increase in users starting an order with 99% statistical significance.

Once the variation reached significance, we also tracked its effect on the page's organic search performance to see whether a better on-site experience translated into stronger search engine visibility on Google, especially since CRO and SEO need to be treated as one connected discipline rather than two separate workstreams.

The CRO benefit

• The variation increased clicks into the Travel Money purchase journey by +66.8% (99% statistical significance).

• The uplift was strongest on mobile (+89.6%) compared with desktop (+42.6%), reflecting the value of surfacing reassurance messaging higher up on smaller screens.

• Users made decisions earlier in their session: views of the CTA further down the rate table page fell by -37.6% overall (-41.3% on desktop), meaning fewer people needed to scroll before choosing to continue.

The SEO benefit

• Once the winning variation rolled out to 100% of users, average daily organic clicks to the rate table page almost doubled.

• Organic click-through rate climbed from 3.22% to 5.84%, suggesting Google's results are rewarding the page's improved on-site experience and engagement signals.

• To rule out seasonality, we used a statistical model with historical pre-test data to predict what organic traffic would have looked like without the change. Actual clicks during the test period were 96.35% higher than the model's prediction, with strong significance, clearly showing the optimised change on the rate table page drove the increase.

The results reinforce a principle at the heart of Fresh Egg's testing approach: strong CRO and strong SEO performance aren't separate disciplines; they move together. A page redesigned to build confidence and reduce friction didn't just convert better; it became significantly more visible in organic search, bringing in more qualified traffic without any additional media spend. Building on this test, John Lewis Money is applying the same framework across other high-value Travel Money pages to replicate the effect, capture more organic market share, and deliver incremental annualised commercial benefit.