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REO have been great to collaborate with, bringing new ideas, structuring and building tests in AB Tasty that we did not have the internal resources to deliver. They feel like a genuine extension of the Accu team and a valuable partner to learn from and work with.
Luke Jagger
Our contributions
- Usability testing
- Experimentation strategy
- UX/UI design
- AB testing
10:1
Return on Investment
Our Tech Partners :
Challenges
Accu supports 70 percent of the world’s top manufacturers and offers over 500,000 components online. The challenge was to improve self service, product discovery and decision making across the site.
Accu tasked REO with 2 specific business objectives:
- Improve conversion across the core shopping funnel
- Build experimentation maturity through a fully managed CRO programme
The REO approach
REO Approach
REO began the programme with moderated usability testing, engaging both existing Accu customers and a matched audience of professional and hobbyist engineers to understand real user needs and behaviours.
Key findings included:
- Lack of clear and accurate delivery information.
- Friction around bulk purchase discounts
- Low visibility of returns policy & warranty information
- Lack of personalised experience for DIYers vs. enterprise customers.
These insights were validated through GA4 and Microsoft Clarity data. REO translated them into hypotheses, experiments and design solutions delivered through a full end to end CRO process. Early testing reduced risk before full implementation.
Deliverables
PDP Bulk Pricing Clarity
Problem
Users struggled to understand how bulk discounts worked, creating hesitation and drop off at the product selection stage.
Change
REO redesigned the bulk pricing display to clearly show discount percentages across quantity breaks, making savings immediately visible and easier to understand.
Result
3.6 percent uplift in conversion rate
Over 2 percent reduction in PDP bounce rate
Why it mattered
Clear pricing logic reduced cognitive load, improved confidence in purchase decisions and increased add to cart behaviour.
PDP Tabs Re-order
Problem
Critical product information was hidden low on the page, limiting exposure to specifications, reviews and social proof despite strong engagement from users who found it.
Change
REO repositioned the tabs for higher visibility and made customer reviews the default view, using real project imagery to build trust and inspiration.
Result
2.67 percent uplift in PDP conversion
1.1 percent reduction in PDP bounce rate
Engagement increased from 9.3 percent to 21 percent
Why it mattered
Improved access to product information increased trust, reduced uncertainty and strengthened decision making at the point of purchase.
Checkout Returns & Warranty Info
Problem
New and enterprise customers lacked confidence due to limited visibility of returns and warranty policies, especially on high value orders.
Change
REO introduced clear returns and warranty messaging at checkout, placing trust signals at the point of highest purchase risk.
Result
5.74 percent uplift in checkout conversion
35 percent reduction in exit rate from step 1
Why it mattered
Improved transparency reduced perceived risk, increased trust and strengthened purchase confidence at the final stage of the funnel.
The Outcome
By combining deep user insight with rapid experimentation, REO helped Accu remove critical friction points across the purchase journey and unlock measurable growth at key conversion stages.
The programme transformed Accu’s digital experience from a functional ecommerce platform into a continuously optimised, insight led system built around real user needs.
Accu now operates with a mature, scalable CRO framework, enabling faster learning, smarter decision making and sustained performance improvement.
The partnership has established a long term experimentation engine that drives customer confidence, commercial impact and ongoing ecommerce growth.
