From friction to growth: How Bygghemma boosted conversion by 4.82% through data‑driven experimentation

About the client

Bygghemma is a leading Nordic e‑commerce retailer specialising in home improvement products, DIY supplies, and home furnishings. The business operates primarily online with select physical showrooms, offering a wide assortment at competitive prices through efficient digital operations and logistics. Bygghemma has a strong presence across Sweden, Norway, Denmark, and Finland, with Sweden as the primary market.

Challenge

Bygghemma wanted to work with data‑driven insights and adopt A/B testing as an ongoing practice. They engaged Conversionista to kick off with insights.

We conducted a comprehensive Conversion Review: moderated user testing with the target audience, extensive quantitative data analysis, and behavioural analysis using the Conversionista heuristic framework. When combining these data points revealed significant friction and motivation gaps across the customer journey — from landing pages to checkout.

• No dedicated resources to lead and execute on the insights
• No CRO process or experimentation framework in place
• Capability gaps in experimentation, UX, analytics, CRO design, and copywriting
• Competing priorities across departments
• Limited organisational knowledge of CRO principles and methods

The challenge was bigger than “just a process.” It required cross‑department buy‑in, resourcing, and building foundational CRO literacy.

Solution

The approach was divided into two tracks, operational (short term) and tactical (enablement), and assembled a team with the right mix of skills. 🧪

Operational (execution)

On the operational level, we mobilised a growth team to kick-start the experimentation program. First, we evaluated the in-house A/B testing tool. With that confirmed, a growth team, consisting of a CRO Manager, a Data Analyst, and a UX Designer, launched the experimentation process. Together with a cross-functional core group from Conversionista and Bygghemma, we established a way of working aligned with Bygghemma’s existing processes. Experiments were prioritised and test variants were designed to quickly build momentum.

• Assessed the in‑house A/B testing tool and related tech/infrastructure
• Established cross‑functional experimentation core team with competencies from Conversionista and Bygghemma
• Aligned ways of working with Bygghemma’s existing processes
• Prioritised opportunities from the Conversion Review, designed test variants, and launched experiments
• Shipped “just do it” improvements (low‑hanging fruit) via IT for quick wins while preparing larger changes

Tactical (enablement)

On the tactical level, we focused on building the foundations for sustainable, data-driven optimisation. Together with Bygghemma, we co-created a KPI framework to measure performance across the full website journey. We also conducted a data-driven maturity assessment through stakeholder interviews, ...evaluating five drivers: Focus, Culture, Organisation, Process, and Tools, and delivered clear recommendations for establishing a sustainable workflow for data-driven decision-making.

• KPI framework: Co‑developed a measurement framework covering the end‑to‑end user journey, aligning teams on north‑star and supporting KPIs
• Data‑driven maturity assessment: Interviewed key stakeholders and evaluated responses across five drivers—Focus, Culture, Organisation, Process, Tools—then delivered clear recommendations to build a sustainable, data‑driven workflow
• Coaching: Trained Bygghemma team members on experimentation principles and ways of working

Methodologies applied

• Conversionista’s experimentation framework: a data‑driven, iterative model
• Maturity assessment framework to identify actions that increase experimentation capability
• Cross‑functional collaboration techniques to secure buy‑in across departments 🚀

Results

Together, we put a sustainable, cross‑functional experimentation process in place and brought stakeholders across Marketing and IT to the same table. The foundation proved strong enough for Bygghemma to recruit a permanent CRO specialist, and the organisation moved from ad hoc fixes to a systematic, data‑driven optimisation programme.

KPIs

• 21 prioritized experiments
• 10 generated hypotheses
• 4.82% conversion rate uplift
• +53 MSEK revenue uplift

Client Feedback

Robin Jacobsson, CMO Bygghemma:

”By making a deep dive into our current structure, Conversionista made it possible for us to develop a completely new approach to our operational work, based on data-driven methods. The results speak for themselves ;) ”.