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Conversion optimization with A/B tests

How did we help djoon make choosing a flavor easier for shoppers?

The flavor selection now sits directly on the product page.

Industry
Premium food
Model
B2C
Platform
Shopify
Period
Since November 2025
Building blocks
  • Flavor selection on the product page
  • Reviews in the buy box
  • Upsell in the cart
  • Menu and filters

Starting point

What we found

djoon sells organic date pralines that win people over as soon as they taste them. On the way to the purchase there were three points where visitors got stuck.

  1. Similar flavors sat on separate product pages, and shoppers asked themselves: which one is right for me?

    BeforeAnyone who wanted to see another flavor had to load a new product page.Source: Page audit, December 2025

    Why people react this way
    Anyone who has to jump between pages compares from memory, and that makes the choice harder.
    What is different now
    The flavor selection now sits directly on the product page, as a row of round flavor images.
    After
    In the A/B test, the version with flavor selection came out ahead.Source: Testing platform, December 2025 to January 2026

  2. Prospective buyers ask whether you can taste the dates and whether it is sweet enough.

    BeforeThese questions came up again and again in forums and reviews.Source: Analysis of forums and reviews, December 2025

    Why people react this way
    Online there is no tasting sample, so people rely on the judgment of those who have already tried it.
    What is different now
    Reviews now sit in the buy box, right next to the price and the add-to-cart button.

  3. Anyone who wanted to browse found the right flavor only after a lot of scrolling.

    BeforeThe category page had neither filters nor sorting, and a large banner pushed the products down.Source: Page audit, December 2025

    Why people react this way
    Anyone searching for something specific wants to narrow down, and without filters all that is left is scrolling until patience runs out.
    What is different now
    The categories now have a filter bar, and a new menu was added.

Result

What changed

46

A/B tests in 6 months, 32 of them with an uplift

Source: Labrigart figure, testing platform ABlyft

Tests in which the new version came out ahead
32
Source: Labrigart figure, testing platform ABlyft

“Phenomenal work. We have a weekly check in with Labrigart and it's my favorite meeting of the week.”

djoon

Review in the Shopify partner directory, March 16, 2026

Before and after

Desktop

Before

djoon product page on desktop before, buy box without a reference to other product forms

After

djoon product page on desktop after, block Also available as chocolate bars
Mobile

Before

djoon product page on mobile before

After

djoon product page on mobile after, with the block Also available as chocolate bars

Where the pralines are made.

On May 28, 2026, Anas Elimani, founder and Managing Director of Labrigart, visited djoon's production. That is how we know the product we sell first hand.

Group photo in the hall: Leon, founder and CMO of djoon, two djoon employees and Anas Elimani.
Leon, two djoon employees and Anas Elimani
Anas Elimani in a hairnet and gloves checks pralines on the production line with a djoon employee.
In a hairnet and gloves on the production line
Anas Elimani in a hairnet tastes a praline in djoon's production.
Tasting is part of the job.
Gloved hands pack pralines into an orange and green djoon box.
Camera during the video shoot, Leon from djoon is visible on the monitor.
The video with Leon was shot the same day.
A gloved hand places pralines on a conveyor belt.
Praline by praline

Intro call

What would we find in your store?

We start with your visitors' behavior. In 30 minutes with David Pehl or Anas Elimani you will learn whether and how we can help.

  • 180+ stores we have worked on
  • Over 300 store audits
  • 5.0 stars from 17 reviews
Book an intro call

More case studies

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    Industry
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    Platform
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    What we did
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    • Cart with progress bar
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    Result
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    Platform
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    What we did
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    • Advent calendar campaigns from the third quarter
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    Result
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