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Mumsnet - CRO CASE STUDY
Enhancing User Experience and Conversion Rates
Increase in 
click-through rate
 
to retailer sites
of traffic clicked 
the new sticky Call-to-Action (CTA)
Increase in clicks 
for the redesigned top products component
Mumsnet is a leading parenting platform in the UK, providing parents with information, advice, and relevant products required to help them in their parenting journey.
Mumsnet serves as a comprehensive resource for parents across the UK, offering advice, support, and information on all aspects of parenting and family life. Their audience consists of engaged parents looking for reliable product recommendations and advice.

The product review pages on Mumsnet were not effectively facilitating users’ journey to retailer sites. The main issues identified were the visibility and accessibility of the call-to-action (CTA) and the presentation of top product links, which were text-heavy and unclear.
Recognising the importance of heuristic analysis in the absence of extensive analytics and user testing capabilities, our conversion rate optimisation services focused on leveraging expert and experienced-based insights to enhance page clarity, content quality, and the visibility of conversion paths.


- A sticky CTA was implemented to ensure visibility across the entire page, facilitating easier access to retailer sites.
- The presentation of top products was restructured into a clearer table format, with increased spacing and bold purple font for retailer links to enhance visual clarity.
From Good To Great
The application of a heuristic analysis framework allowed us to identify and mitigate elements causing friction in the conversion process without extensive data or user feedback. By focusing on clarity and ease of navigation, our CRO agency improved user experience and demonstrated a significant uplift in engagement metrics.
The adjustments led to a notable improvement in the user experience on Mumsnet’s product review pages:
- A 20% increase in click-through rate to retailer sites directly validated the effectiveness of our interventions.
- The introduction of a sticky CTA encouraged an additional 5% of traffic to engage with retailer links.
- Redesigning the top products section resulted in a 30% uplift in click-through rates, surpassing the performance of the control setup.
As this CRO case study with Mumsnet demonstrates, leveraging what data was available we utilised the power of targeted improvements to the user interface and content presentation to enhance conversion rates for our client.
