Industrial Automation×scandiweb
13 MAY 2026
CX Optimisation Programme · 2025 Shipments · Results

Six user-facing shipments delivered between May and December 2025.

Each shipment was measured against a matched pre-programme baseline of equal length, with statistical significance reported where applicable. Where event-level tracking is not yet configured for a shipment, this is noted explicitly. This view presents the measured outcomes, the revenue context in which they occurred, and the analytical patterns visible across multiple shipments.

2025 shipments6 user-facing
Data sourcesGA4 · VWO · Shopify
Report date13 May 2026
Online Store revenue, year-over-yearFull collaboration year · May 2025 — May 2026
+47%
Online Store revenue gainedFull collaboration year · vs prior year
$887K
Cart redesign, projected annual revenueApplied to Online Store channel
$215–232K
01
Year-over-year overview

The full collaboration year, in revenue and activity.

The Shopify and GA4 picture for the year following the first 2025 shipment, compared to the matched prior-year period (1 May 2025 — 1 May 2026 vs 2 May 2024 — 2 May 2025). The sections that follow drill into individual shipments, per-source traffic quality, and shipment-window-specific revenue analyses.

Across the full collaboration year, Online Store revenue grew $887K (+47%) while Draft Orders declined $1.18M (−9%). The website itself grew significantly: users +67%, page views +23%, add-to-cart events +60%.

Quoter Orders held essentially flat at the full-year level (−2.2%), against the steeper decline visible in the narrower PLP-window analysis presented in Section 03. This suggests the Quoter trend reversal documented there is concentrated in the most recent months rather than reflecting a stable annual pattern.

Engagement time per active user declined approximately 26% year-over-year — a traffic-mix effect tied to the Direct-traffic anomaly documented in Section 04, where anomalous Direct sessions skewed aggregate engagement metrics downward without representing real customer behaviour.

Sales channel Full collaboration year
1 May 2025 — 1 May 2026 · 365 days
vs 2 May 2024 — 2 May 2025
Current Prior year YoY
Draft Orders AMBIENT$11.19M$12.36M−9.5%
Quoter Orders RFQ FLOW$4.81M$4.92M−2.2%
Online Store CX-INFLUENCED$2.76M$1.87M+47.4%
Shop, Mobile (admin)$101K$38K+169%

Year-over-year revenue change, by channel

The Online Store gain offsets a meaningful portion of the Draft Orders decline. Quoter Orders contributed a small additional decline.

Online StoreDirect checkout
+$887K
Draft OrdersManual orders
−$1.18M
Quoter OrdersRFQ flow
−$107K

Site activity

From GA4. The website itself absorbed substantially more traffic over the collaboration year and converted more of it into commerce events. Engagement-per-user declined — a traffic-mix effect documented in the cross-shipment patterns section.

572,686
Total users
+66.6% YoY · 343,702 prior
7,141
Add-to-cart events
+60.5% YoY · 4,448 prior
35,279
Key events
+13.7% YoY · 31,020 prior
$2.62M
GA4-tracked revenue
+55.8% YoY · $1.68M prior

Website revenue, by acquisition source

From GA4. The same $2.62M of website revenue, sliced by where customers were on the internet before they arrived at the site. This is the most direct view of which acquisition surfaces contributed to year-one growth.

Acquisition source Full collaboration year
Revenue Prior year YoY
Paid$1.41M$870K+62.5%
Organic$587K$536K+9.5%
Direct$426K$178K+139%
Referral & affiliates$101K$16K+549%
Email / SMS$10K$17K−37.9%
Other / cross-network$81K$63K+28.5%
All sources$2.62M$1.68M+55.8%

Paid drove the largest absolute growth (+$543K, reaching 54% of website revenue). Paid revenue rose faster than paid users (+62% vs +22% site-wide) — a revenue-per-visit improvement consistent with concentration of spend on higher-intent placements documented in Section 02.

Referral & affiliates grew sharply on a small base (+549%, +$85K). This mirrors the cross-surface Referral pattern documented in Section 04 — distributor, directory, and trade-publication relationships intensified through the year.

Direct revenue should be read with the Direct-traffic caveat in mind (Section 04). The +139% Direct revenue growth is real, but the underlying Direct user count is partially inflated by bot / AI-agent / dark-social traffic that does not convert. Revenue is the more reliable signal than user count for this segment.

GA4-tracked revenue measures purchases captured through Shopify's GA4 integration — primarily Online Store direct checkout — and is a subset of total Shopify revenue. The Shopify channel report above is the source of truth for total revenue across all channels.

02
Shipments and outcomes

Six 2025 shipments and their measured outcomes.

Each shipment is paired with a pre-programme comparison period (matched day-of-week, equal length). Where an A/B test was conducted in VWO, the comparison is between control and treatment cohorts. Where event-level tracking is not yet configured, this is noted in the relevant card.

May 212025
Period analysed
21 May 2025 — 11 Mar 2026
(~295 days)

PDP improvements

First wave of product-detail-page improvements: sticky add-to-cart, USPs surfaced near pricing, redesigned tabs, breadcrumbs, related-products module. Compared against the matched prior-year period.

Referral & affiliates traffic — the segment where CX impact is most cleanly observable — showed a statistically significant +82% add-to-cart rate increase, with engagement time more than doubling. The aggregate +56% rate change is heavily mix-confounded by traffic-quality issues affecting the other segments. The breakdown below documents the per-channel reality.

+82% Referral & affiliates ATC rate z=4.20 · p<0.0001
+56% Aggregate ATC rate, mix-confounded Segment-level reading is more reliable
PDP traffic quality, by source — Caution: traffic mix has quality issues
SourceUsers YoYATC rateReading
Referral & affiliates +307% +82% The clean CX signal. Pre-qualified visitors arriving from trusted external sources — distributor sites, trade publications, affiliate links — converted at a statistically significant higher rate, with engagement time +150% and views per user +37%. This is the segment most insulated from traffic-quality noise.
Paid +79% +4% (n.s.) Not statistically significant (z=1.34, p=0.18). With this segment's sample size (~75K users), a real effect would be cleanly detectable. Treat as essentially unchanged.
Organic +46% (views) −40% Conversion rate declined significantly (z=−11.62, p<0.0001), but this points to an upstream SEO mix shift — site captured more research/discovery queries and fewer purchase-intent queries — rather than to the PDP changes. Resolution requires a Search Console query-level audit, separate from CX work.
Direct +1,244% −88% Suspected non-human traffic. The 13-fold user surge came with engagement collapsing from 16s to 4s per session, views per user falling from 1.86 to 1.04, and conversion rate cratering 88%. Real returning-customer traffic does not behave this way. Most likely a mix of bot traffic, AI-agent crawling, dark-social, and privacy-browser referrer loss being binned as Direct. Confirmed as PDP-specific by cross-reference to PLPs and homepage (see Patterns section).
Email / SMS +33% — Sample size too small in both periods (16 users current) to support a rate-level reading.
PDP improvements — before and after screenshots of the product detail page redesign
Aug 62025
Period analysed
6 Aug 2025 — 12 May 2026
(~280 days)

Product-listing-page improvements

Category-page redesign (6 August) and faceted filter UI (30 October). This shipment produced the largest rate change observed in the programme — and, importantly, traffic quality on category pages was substantially cleaner than on PDPs.

Aggregate add-to-cart rate moved from 0.137% to 1.507%, an increase that holds across every measurable traffic segment. Filter adoption was modest (0.62% of users), indicating that the broader category-page redesign rather than the filter feature accounts for most of the rate change.

+1,004% Aggregate ATC rate (0.137% → 1.507%) z=15.1 · p<0.0001
0.62% Filter adoption (51 of 8,279 users) Modest feature uptake
PLP traffic quality, by source — All measurable segments show clean signal
SourceUsers YoYATC rateReading
Referral & affiliates +98% 0% → 29.8% Strong user growth combined with the highest conversion rate of any segment. Consistent with the Referral pattern visible across all surfaces.
Organic +14% +294% Healthy organic growth in users combined with a significant conversion rate increase (z=3.3, p=0.001). Contrasts directly with the organic-decline pattern on PDPs and points to category-page SEO performing well.
Direct −1% +405% Flat user count with normal engagement and a significant rate increase (z=6.0, p<0.0001). This is the pattern returning customers would actually show. The contrast with PDP Direct's collapse confirms the PDP Direct anomaly is page-type specific.
Paid −78% +1,079% Paid traffic to category pages was deliberately reduced — an independent marketing decision, not a CX outcome. Despite the volume cut, the remaining paid users converted at over 10× the prior rate (z=6.0, p<0.0001), indicating that the spend reduction concentrated on lower-quality keywords while higher-intent paid traffic retained.
Email / SMS +67% — Sample size too small in both periods to support a rate-level reading.
PLP improvements — before and after screenshots of the product listing page redesign
Sep 12025
A/B test (VWO)
1 Sep — 13 Oct 2025
(42 days)

Cart-page redesign — A/B test

Redesigned cart page with clearer line items, more prominent calls-to-action, and improved messaging clarity. 42-day A/B test in VWO with 252 control and 229 treatment visitors.

Begin-checkout rate moved from 63.9% to 77.3% (+21.0%, p=0.001). Purchase rate moved from 54.0% to 62.9% (+16.5%, p=0.048). Revenue per visitor moved from $662 to $787. Applied to the Online Store channel's annualised revenue base, the projected annual revenue impact is in the $215–232K range. The cart page sits in the direct-checkout flow only; the RFQ / quote flow is a separate path that does not pass through the cart, and is therefore unaffected by this redesign.

+21.0% Begin-checkout rate (63.9% → 77.3%) z=3.21 · p=0.001
+16.5% Purchase rate (54.0% → 62.9%) z=1.98 · p=0.048
Cart-page redesign — before and after screenshots from the A/B test
Sep2025
Live on storefront
September 2025 onwards

AI chatbot

AI chatbot introduced to the storefront to provide automated assistance for product inquiries and technical questions. The intended user-facing value is faster resolution of common questions and lower friction for visitors seeking quotes on configurable products.

Tracking status — data pending

Event-level tracking for chatbot interactions is not currently configured. As a result, direct measurement of chatbot engagement (message volume, conversation completion, resolution rate) and downstream conversion attribution (chatbot-to-RFQ, chatbot-to-purchase) is not available within this review.

Nov 72025
Period analysed
7 Nov 2025 — 12 May 2026
(~186 days)

"We Buy Surplus" lead-generation page

New lead-generation page for equipment trade-in inquiries, replacing an earlier page. The predecessor was deleted at rollout, so a direct before-after comparison is not available.

The page received 761 users over 186 days, generating 18 click events for a 2.37% click-through rate — within typical ranges for B2B lead-generation surfaces. Organic search dominated acquisition (45% of users).

761 Users over 186 days Organic dominant (45%)
2.37% Click-through rate (18 events) Typical B2B lead-gen range
We Buy Surplus lead-generation page — screenshots of the new page
Dec 22025
Period analysed
2 Dec 2025 — 12 May 2026
(~161 days)

Homepage, menu and search redesign

Combined wave: homepage CX improvements, redesigned site search, redesigned navigation menu, refined mobile header.

Add-to-cart events from the homepage increased from 12 to 24 (+109%, p=0.032). Average engagement time decreased from 25s to 19s (−23%), consistent with a redesign that directs users to product pages more efficiently. Aggregate click-through rate increased 11%, but per-source CTRs are flat or declining; the aggregate change is attributable to a shift in traffic-source mix (Organic gained share, Paid lost share) rather than to per-user engagement improvement.

+109% Homepage ATC events (12 → 24) z=2.14 · p=0.032
−23% Avg engagement time (25s → 19s) Faster path through homepage
Homepage, menu and search redesign — before and after screenshots
Related — business intelligence

Search-terms dashboard now live

Alongside the search-UI redesign, search queries entered on the site are now captured in a dedicated Looker Studio dashboard. This is high-value business intelligence: it reveals what customers are looking for in their own words, surfaces catalog gaps, supports prioritisation of SEO and content work, and highlights demand signals invisible elsewhere in the analytics stack.

Illustrative — actual top queries available in the live dashboard.

Open the search-terms dashboard →
03
Revenue picture

Online Store revenue grew 64% post-PDP and 44% post-PLP.

A drill-down from the full-year view in Section 01. This section pairs Shopify revenue with the specific GA4 measurement windows tied to the PDP-improvements wave and the PLP-improvements wave. Each window is compared to the equivalent date range one year prior. Shopify report filtered to exclude Marketplace Connect; last-click attribution.

Across the period following the PDP enhancements launch, Online Store revenue gained $916K year-over-year while Draft Orders declined $926K — the two channels offset within $10K of each other. Total revenue moved less than $100K (+0.6%).

The period following the PLP enhancements launch, which adds approximately two months of more recent data, shows a different composition. Draft Orders declined twice as fast (−$1.99M), Online Store growth slowed to +$629K, and Quoter Orders moved from flat to declining (−$553K). In this period, Online Store growth accounts for approximately 32% of the Draft Orders decline; the remainder represents net contraction. Per-day revenue is approximately 10% lower in the PLP period than in the PDP period, indicating broader business contraction in the most recent months.

Channel Post PDP launch Post PLP launch
21 May 2025 — 11 Mar 2026 · ~295 days
vs 22 May 2024 — 12 Mar 2025		 6 Aug 2025 — 12 May 2026 · ~280 days
vs 7 Aug 2024 — 13 May 2025
Current Prior year YoY Current Prior year YoY
Draft Orders AMBIENT$9.09M$10.02M−9.2%$7.87M$9.86M−20.2%
Online Store CX-INFLUENCED$2.34M$1.42M+64.3%$2.06M$1.43M+44.0%
Quoter Orders RFQ FLOW$3.92M$3.87M+1.2%$3.23M$3.78M−14.6%
Shop, Mobile (admin)$94K$36K+161%$65K$29K+123%

Year-over-year channel changes, both periods

Each bar represents one channel's year-over-year revenue change. The vertical line marks zero; bars extend left for declines and right for gains.

Online StorePost PDP launch
+$916K
Draft OrdersPost PDP launch
−$926K
Net of those twoPost PDP launch
−$10K
Online StorePost PLP launch
+$629K
Draft OrdersPost PLP launch
−$1.99M
Quoter OrdersPost PLP launch
−$553K

In the period following the PDP launch, the Online Store gain and Draft Orders decline offset within $10K. In the period following the PLP launch, the Online Store gain represents approximately 32% of the larger Draft Orders decline; Quoter Orders also moved into decline. The two periods differ by 76 days of earlier 2025 data (PDP period) versus 62 days of more recent 2026 data (PLP period).

Cart redesign — projected annual revenue impact

Calculated by applying the A/B test's measured revenue uplift to the Online Store channel's annualised revenue base. The cart-page experience is part of the direct-checkout flow only.

Online Store annualised base: $2.69M – $2.90M
(range derived from two measurement periods)
× test-measured +8% revenue uplift
= $215K – $232K per year
$215–232K
per year, applied to Online Store

Caveats applicable to the revenue picture

  • Last-click attribution. Customers who browsed the site and subsequently placed an order via phone are recorded as Draft Orders. The website's measured influence is therefore a lower bound on actual influence.
  • Draft Orders decline requires input from sales operations. Plausible non-CX contributors include sales-team headcount changes, changes in B2B account-management practice, and customer churn unrelated to the website. The PLP-period decline of $1.99M exceeds what Online Store growth recovers, making this verification material to interpretation.
  • Quoter Orders movement between the two periods. The +1.2% (post PDP launch) to −14.6% (post PLP launch) change represents a trend reversal in the more recent months. Possible explanations include demand-side decline in RFQ-driven business, sales-team capacity changes, or routing effects from the new PDP. Additional data and operational input are required to distinguish among these.
  • Broader business contraction. Per-day revenue is approximately 10% lower in the period following the PLP launch than in the period following the PDP launch. The CX programme operates against a contracting baseline in the most recent months; this is independent of the programme's direct effects.
04
Cross-shipment patterns

Three patterns visible across multiple shipments.

Each pattern was identified by triangulation across at least three measurement surfaces. The cross-surface consistency provides higher confidence than single-surface findings.

01

Direct traffic anomaly limited to PDPs

Direct traffic to PDPs increased 13-fold year-over-year, with average engagement collapsing from 16s to 4s per session and add-to-cart rate declining 88% within the segment. The same Direct segment on PLPs showed normal engagement and rate patterns; on the homepage, Direct showed flat user growth with stable engagement. The PDP-specific anomaly is consistent with bot, AI-agent, or dark-social traffic patterns rather than customer growth. Investigation by the analytics team is recommended, independent of the CX programme.

Surfaces examined: PDP (anomaly) · PLP (normal) · HP (normal)

02

Referral & affiliates growth across all surfaces

The Referral & affiliates segment grew on every measured surface: +307% users on PDPs, +98% on PLPs, +199% on the homepage. Engagement metrics remained healthy across all surfaces (40–50s average session time). The consistency of the pattern across surfaces and time periods is more consistent with an upstream change in distributor, directory, or trade-publication relationships than with effects from any individual shipment.

User growth: PDP +307% · PLP +98% · HP +199%

03

Paid traffic reduction across surfaces

Paid traffic declined on every measured surface (−78% on PLPs, −73% on the homepage). This pattern reflects an independent marketing decision rather than an outcome of the CX programme. It is documented here because it explains the divergence between several aggregate volume metrics (which declined) and rate-based metrics (which improved) in the shipments above.

Paid traffic Δ: PLP −78% · HP −73%

A fourth pattern at the shipment level: individual feature elements often showed limited adoption, while the broader waves that contained them produced larger rate changes. PLP filter adoption reached only 0.62% of users — below the level typically expected of a standalone feature. The PLP wave that contained the filter UI, however, produced the largest rate change in the programme (+1,004% aggregate ATC rate). Programme outcomes are best evaluated at the wave level rather than at the feature level.