High-Intent Traffic Landing on the Wrong Experience
Loop Earplugs makes precision-engineered, design-led hearing protection worn at concerts, during sleep, at work, and by people with sensory sensitivities. With over 8 million earplugs sold and a presence in more than 100 countries, they had built real category leadership.
When they came to Swanky, paid traffic was performing well in acquisition, but the landing pages weren't built for conversion. Situational pages for use cases like earplugs for DIY were underperforming against site averages. High-intent customers were landing on generic product pages. The growth opportunity was visible in the data but the infrastructure to capture it wasn't there yet.
Two Tests. One Million Euro Opportunity.
01.
CRO Audit and Growth Opportunity Mapping
Swanky's Growth Accelerator program began with a full CRO audit: heatmaps, session recordings, funnel analysis, and customer exit surveys. The audit quantified a €1M+ annual growth opportunity through landing page optimization and product discovery improvements. Every subsequent test was built on that analysis, not guesswork.
02.
Landing Page Redesign: Test 1
Pricing, product variants, and calls to action were moved above the fold across the primary landing pages. The redesign ran as a structured A/B test. The result was a 6.4% revenue uplift per session, equivalent to 17% of Loop's UK annual turnover if applied to all traffic. A clean, scalable win.
03.
Product Recommendation Quiz: Test 2
A Quiz Kit-powered product recommendation quiz was built and added to the site navigation with a help-me-choose entry point. The quiz walked customers through situational questions to match them to the right Loop model. The result: a 5.9% uplift in new user conversion rate and 4.5% on desktop, equivalent to 2% of UK annual turnover. Zero-party data from every completion fed directly into Klaviyo personalization.
04.
Zero-Party Data and Email Personalization
Every quiz completion generated structured preference data passed to Klaviyo for segmented follow-up. New customers received product-specific onboarding sequences based on their stated use case. The zero-party data layer transformed quiz traffic from a one-time conversion event into an ongoing personalization asset for the email program.
“The Swanky team identified the opportunity clearly and then proved it with real data. Two tests, two wins, and a roadmap for growth we can actually act on. The quiz in particular has changed how we think about new customer acquisition.”
Maarten Bodewes
Co-Founder, Loop Earplugs
