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Adobe Commerce Conversion Optimization and Checkout Redesign
Structured A/B testing, full-funnel optimization, checkout friction removal, behavioral analytics for a global B2B Adobe Commerce storefront
Project Summary
Ran a structured conversion rate optimization (CRO) engagement for Killer Ink, a global B2B Adobe Commerce storefront; increased overall conversion rate by 31%, improved checkout completion by 22%, and lifted average order value by 18% through systematic A/B testing, UX optimization, and funnel redesign.
The engagement was a performance program, not a platform build. Killer Ink had a working Adobe Commerce storefront but no disciplined way to find and fix the points where trade buyers dropped off. Elogic Commerce ran a structured experimentation framework across the Adobe Commerce funnel, removed checkout friction, and used behavioral analytics to turn UX and B2B pricing decisions into tested outcomes rather than opinions.
Key Outcomes
31%
increase in overall conversion rate across the B2B storefront
22%
improvement in Adobe Commerce checkout completion through funnel and friction work
18%
lift in average order value via B2B pricing display and personalization experiments
About the Client
Killer Ink is a global B2B distributor in the tattoo and body art supplies sector, serving studios and trade buyers through an Adobe Commerce storefront. The catalog is large, buyers reorder recurring supplies frequently, and the storefront carries meaningful daily traffic across mobile and desktop. The business had invested in the platform but was leaving revenue on the table at the conversion layer, where small improvements compound across high B2B order volume.
Project Complexity
Testing had to run on a live Adobe Commerce storefront carrying meaningful daily B2B traffic, so experiments could not disrupt active ordering or put revenue at risk while changes were validated.
Buyers were lost across the Adobe Commerce funnel from category page to product detail to checkout, but the drop-off points were not instrumented or understood.
Killer Ink’s trade buyers purchase in quantity and reorder on a cycle, so company-account pricing visibility, reorder flows, and quantity-based purchasing shape conversion in ways a DTC funnel does not. These behaviors had to be understood before they could be tested.
Optimization was ad-hoc, with no controlled measurement, segmentation, or significance testing to build on. The program had to establish a measurement foundation before it could produce reliable results.
Business Challenge
01
Conversion below traffic potential
The storefront converted below what its traffic should produce, and the gap was invisible in aggregate. The business saw a single conversion number without knowing where or why it leaked.
02
Checkout friction suppressing completion
The Adobe Commerce checkout carried avoidable friction that suppressed completion, a costly problem for a B2B operation where the buyers reaching checkout are high-intent and already qualified. The specific friction, whether in the number of checkout steps, account-pricing display, or address and purchase-order handling, had not been isolated or measured, so it could not be prioritized for removal.
03
B2B pricing and reorder untested
Company-account pricing visibility, reorder flows, and quantity-based purchasing had never been tested against the storefront’s actual buyer base, leaving known B2B conversion levers unused.
04
Optimization driven by intuition
Changes shipped on opinion rather than evidence, so the team could not tell which decisions moved conversion and which quietly hurt it.
Elogic's Solution
Structured experimentation framework
Elogic Commerce replaced ad-hoc changes with a controlled A/B testing program on Adobe Commerce: hypothesis, variant, measurement, and decision. Tests were prioritized by expected impact and traffic, so effort went to the changes most likely to move revenue. Segmented experiments were analyzed by traffic source, device category, and returning-versus-new buyer cohorts, and results were validated for statistical significance before rollout. The test backlog spanned the B2B levers identified in the analysis, across product discovery, pricing presentation, reorder paths, and checkout, with each change run against a control so its effect on conversion could be isolated.
Adobe Commerce funnel analysis
The team instrumented and analyzed the full Adobe Commerce path from PLP to PDP to cart to checkout, isolating the highest-loss steps for Killer Ink’s trade buyers. This converted a single aggregate conversion number into a stage-by-stage view of where buyers dropped and which fixes would compound.
Adobe Commerce checkout optimization
Checkout was redesigned to strip avoidable friction, reduce steps, and clarify the path to completion within the Adobe Commerce B2B checkout. This work drove the 22% checkout completion improvement by protecting high-intent buyers at the most decisive stage.
Behavioral analytics and UX research
GA4 and Hotjar fed the program with session recordings, heatmaps, and funnel reporting, grounding every hypothesis in observed behavior rather than assumption. UX issues surfaced by the data, including differences between returning and new buyers, were turned into specific, testable changes.
B2B pricing display and personalization
Experiments targeted Adobe Commerce company-account pricing presentation and personalization, testing how tiered prices, quantities, and reorder cues were shown to trade buyers. These tests contributed the 18% average order value lift.
Device-level optimization
Mobile and desktop conversion were analyzed and optimized separately rather than as one blended figure, because trade-buyer behavior and friction differ by device. Gains were confirmed independently across both, so the headline result was not carried by one segment alone.
Results & Business Impact
Conversion and revenue
31%
Overall conversion rate increased across the storefront
18%
Average order value lifted through B2B pricing display and personalization
+
Compounding revenue impact across high B2B order volume
Funnel and checkout
22%
Adobe Commerce checkout completion improved after friction removal
+
Drop-off reduced at identified high-loss stages across PLP, PDP, and checkout
Validated
conversion gains separately on mobile and desktop
Capability and durability
+
Structured experimentation framework left in place for Killer Ink to continue
+
Decisions grounded in GA4 and Hotjar data rather than intuition
+
Repeatable test-and-measure process replacing ad-hoc optimization
Capabilities Demonstrated
01
Adobe Commerce conversion rate optimization for high-volume B2B storefronts
02
Experimentation program design with A/B testing, segmentation, and statistical significance validation
03
Adobe Commerce funnel analysis across PLP, PDP, cart, and checkout
04
Adobe Commerce checkout optimization and friction removal
05
Behavioral analytics implementation with GA4 and Hotjar
06
Buyer-segment and cohort analysis across traffic source, device category, and returning-versus-new buyers
07
B2B pricing-presentation and personalization testing
08
Enterprise ecommerce funnel performance management
When This Solution Is a Good Fit
This approach is ideal for companies that:
01
Operate a working Adobe Commerce storefront converting below its traffic potential02
See funnel drop-off in aggregate but cannot diagnose it stage by stage03
Need B2B pricing visibility, reorder flows, and quantity purchasing tested04
Want a repeatable experimentation capability rather than a one-off redesign05
Run enough Adobe Commerce traffic to reach statistical significance without long waitsPlanning a Conversion Optimization Program for Your Adobe Commerce Storefront?
If your Adobe Commerce storefront converts below its potential, Elogic Commerce can help. Talk to our team about a structured CRO engagement built on disciplined experimentation, full-funnel analysis, and Adobe Commerce behavioral analytics.