One Day Tests knew CRO needed to play a central role in its growth strategy. However, identifying where customers were losing confidence, understanding which changes would have the greatest impact and testing them effectively required specialist support.

With ambitious commercial targets to achieve, the business needed a CRO agency capable of building a structured programme around evidence rather than assumptions. That’s where Converted came in.

We began with a comprehensive CRO audit to understand where potential customers were encountering friction. This revealed barriers within the account creation and checkout processes, as well as problems with the search journey and the way complex biomarker information was presented.

These findings shaped the first phase of our sprint-based testing programme. We initially concentrated on the parts of the journey closest to conversion, focusing on product purchases and clinic bookings while making it easier for customers to understand the service and feel confident taking the next step.

Rather than treating each experiment in isolation, we used the results to build a clearer and more persuasive journey. Adding trust signals at key decision points increased conversions by 7.5%, while reframing clinically focused content around customer benefits produced a 13.3% uplift. Refining the homepage value proposition delivered a further 9.3% increase in conversion rates.

As product and clinic demand grew, we moved our attention to the post-test GP service. Rewriting GP booking email headlines around the benefits of the consultation increased open rates by 22%, helping to drive demand to the point that available GP appointments became fully booked.

With the GP service operating at capacity, further optimisation in that area would no longer have delivered the greatest commercial value. We therefore redirected the next phase of testing towards the membership journey, creating a new opportunity to turn increased customer demand into longer-term revenue.

This responsive approach allowed the programme to evolve alongside the business. Each result informed where we focused next, helping One Day Tests remove barriers throughout the customer journey and turn a series of targeted improvements into substantial commercial growth.

Twelve months on, that iterative CRO strategy has increased purchase conversion rates by 48.6%, clinic booking purchases by 126.5% and monthly revenue by 133.97%.