Coat Defense CRO Case Study: How one product page A/B test lifted conversion rate 14.2% for a natural pet brand
Olifant Digital runs conversion rate optimization for Coat Defense alongside its ads and email. A new product page template, tested against the original for 17 days, lifted conversion rate from 3.33% to 3.81% and revenue per visitor by 8.7%.
Natural skin care for horses, dogs and cats, sold on its own store
Coat Defense makes powders, pastes and shampoos for skin problems like scratches, rain rot, fungus and yeast. Its Shopify store gets about 170,000 sessions a month, and most orders start on a few product pages.
At that traffic, small changes on key pages move real revenue. Olifant runs the CRO program with Intelligems and grades every test on revenue per visitor.
What the CRO program had to solve:
Coat Defense's paid traffic lands on a small number of pages, so every change to those pages had to prove itself on revenue per visitor before it went live for everyone.
Most traffic lands on a few product and collection pages
Changes that look better do not always sell more
A higher conversion rate can still lower revenue per visitor
Seasonal demand makes before and after comparisons unreliable
Small lifts need enough orders to prove
How one product page test lifted Coat Defense's conversion rate 14.2%
We test the pages most of the traffic sees, grade every test on revenue per visitor, and ship a change only when the numbers are clear.
Set the rules before the first test
Started where the traffic and orders are
Built a new product page template
Ran the test for 17 days
Shipped the winner to all traffic
Stopped what did not win
The numbers speak for themselves.
From 3.33% to 3.81% on the main product page
From $1.66 to $1.80 per session in the test
Across 36,177 sessions and about 1,290 orders
May 22 to June 8, 2026, then shipped to all traffic
"Olifant Digital helped us 4x our revenue profitably by handling our ad creatives, Meta and Google media buying, and Amazon management. They're organized, results-driven, and have become true partners in our growth."
.svg)
Want more revenue from the traffic you already have?
Coat Defense's new product page earned 8.7% more per visitor in a 17-day test. Get your free marketing plan to see where your store should test first.
Frequently asked questions
What did Olifant Digital test for Coat Defense?
Six tests from April to July 2026 on the main dog and cat product page, the dog and cat collection, checkout and a horse care article. The winning test was a new product page template for the Daily Coat Defense Preventative Powder.
What results did the product page test deliver?
Over 17 days and 36,177 sessions, conversion rate went from 3.33% to 3.81% (+14.2%) and revenue per visitor from $1.66 to $1.80 (+8.7%), at about 98.5% confidence. The new template was shipped to all traffic on June 8, 2026.
Why does Olifant grade CRO tests on revenue per visitor?
A change can raise conversion rate and still lower revenue if it cuts order value. Revenue per visitor shows what each test really adds, so only changes that make the store more money go live.
How many of Coat Defense's tests were winners?
One of six tests from April to July was a clear winner. The others were too close or too small to call, and an October variant that was losing orders was stopped. That is normal: most A/B tests do not produce a clear winner.
How much traffic does a store need for tests like this?
The winning test needed about 1,300 orders in 17 days to reach about 98.5% confidence on a 14% lift. A full testing program works best from around 1,000 orders a month. Below that we focus on research-backed fixes.
More client results
.svg)
.svg)
