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No. 182: Hey all,
Lane 201 was scaling traffic fast, but revenue wasn’t keeping up.
Their previous agency was focused on improving conversions, but nothing moved the needle.
They came to us with one goal: make the site perform so they could scale profitably.
Six months and 14 strategic optimizations later, they were seeing $240K in new monthly revenue and a 27x profit ROI.
Here’s what we changed.
In less than 3 minutes, learn:
Read time: 2.25 minutes
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🎯 WEEKLY INSIGHT
Most fashion brands invest in traffic and creative, but not in conversion. That’s where growth stalls.
Imagine this:
Your site has it all. Brand colors, cool icons, bright imagery, and catchy copy.
Only one problem:
Revenue growth is falling short.
Your goal is to scale revenue, but your current agency is running tests and optimizations with no results.
This is exactly where Lane 201 was when they came to Blue Stout.
In just 6 months, with 14 winning A/B tests and site updates, we achieved a 240k boost in monthly incremental revenue.
We focused on 3 key shifts:
1) Streamline the buyer path
On their collections pages, gaps at the end of each were a missed opportunity to lead customers to high-value products.
We added links to more products to give customers somewhere to go, leading to a 17% boost in conversions.
2) Eliminate distractions
On the product pages, their links to other products were causing distraction and high bounce rates.
We removed them altogether.
It won, resulting in a 15% lift in Revenue Per Session and $190k in 12 months.
3) Cut the upsell (yes, really)
This upsell looked like a win: high visibility, great placement and compelling offer.
BUT when we tested it, it actually pulled users away from buying.
We removed it, and revenue per session jumped.
Result: 9% conversion increase on the product page and $1.6m in projected revenue over 12 months.
👉 Not all upsells increase revenue. The only way to know what works is to test.
The Results Breakdown:
$240k in Monthly Incremental Revenue
27x Profit ROI
70% Test Success Rate
Read more and bookmark the case study here.
🕙 WHAT’S BREWING
The dual-conversion homepage layout that scales from $10M to $100M
Learn how to serve first-time and returning visitors without splitting your site in two
Watch live teardowns of 8-figure brand homepages that convert both audiences
🗞️ NEWS HIGHLIGHT
Resale luxury is growing fast with AI-driven pricing
Customers are seeking sustainability and smart shopping, a major shift since 2020
Even in a high-end category, transparency, trust, and tech-backed UX are winning
👀 FROM LAST WEEK
When visuals sell the product, your layout should tease what’s next
On mobile, tease a clear preview of the next image in your product gallery
How to use visual cues to pull shoppers in
If small changes like this can lift conversions double digits, imagine what a full-site strategy could do.
Let’s find your next win → Book a strategy call.
Until next time,
— Allen