How Riddle Oil Added Six-Figures in Monthly Revenue Through Strategic CRO & Website Redesign

Riddle Oil is a premium fragrance brand specializing in oil-based formulations that work with your natural body chemistry. Unlike traditional alcohol-based perfumes, Riddle's products create personalized, long-lasting scents through their signature 3-step layering system.

Riddle Oil was experiencing rapid growth and investing significantly in paid media acquisition, but their website wasn't keeping pace with their ambitions. Several critical issues were holding them back:

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Brand-Performance Gap: The existing website didn't reflect the premium, sophisticated brand standards Riddle had established. As acquisition spend increased, the disconnect between their brand vision and web experience became a conversion barrier.

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Complex Product Education: Riddle's unique layering system and pheromone oil concept created customer confusion. Many visitors didn't understand how the products worked together as a routine, the differences between products, or which products to try first.

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Redesign Risk: The brand knew they needed a complete website overhaul, not incremental changes. However, they were concerned about losing existing conversion elements that were actually working while implementing new design and user experience directions.

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Strategic Uncertainty: With so many possible directions for page layouts, product merchandising, and user flows, Riddle needed data-driven insights to guide their redesign decisions rather than relying on assumptions.

Riddle Oil partnered with SplitBase for a comprehensive Full-Business CRO program that would both deliver immediate revenue improvements and provide strategic insights to guide their website redesign. Our approach combined our proprietary 3Ps methodology (Patterns, Proof, and Perception) with extensive pre-redesign testing to achieve both short-term gains and long-term optimization.

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The Process

Phase 1: Foundation Research & Immediate Optimization

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Before touching the redesign, we implemented our 3Ps methodology to understand what was driving (and blocking) conversions on the existing site.

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Patterns Analysis: We conducted deep behavioral analysis using analytics, heatmaps, and customer journey mapping to identify how visitors navigated the site, where they dropped off, and what actions correlated with purchases. We also analyzed customer feedback, reviews, and visitors’ questions to understand the voice-of-customer around Riddle's unique positioning.

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Strategic Pre-Testing: Rather than redesigning blindly, we ran targeted A/B tests on the existing website to validate assumptions and identify high-impact elements to preserve or improve. This approach delivered immediate results while building our redesign playbook.

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The pre-redesign optimization phase achieved two critical outcomes:

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1. Immediate Revenue Impact: Generated additional monthly revenue that provided a 7x ROI on conversion optimization within the first three months of the program.
2. Risk Mitigation: Identified conversion-driving elements that could have been accidentally removed during redesign.

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Phase 2: Product Education & Customer Journey Optimization

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Our research revealed that Riddle's unique take on fragrance layering was causing customer confusion about the routine concept and product selection.

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Routine Education Strategy: We designed and tested multiple approaches to help customers understand Riddle's 3-step system, including:

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• "How to Riddle" educational sections
• Routine explainer navigation elements
• Strategic sample kit positioning and promotion
• Clear first-purchase product recommendations

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Trust & Differentiation: We tested various messaging strategies to help customers understand what makes Riddle different from traditional perfumes, how each product compares to each other, and how the oils work with individual body chemistry.

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Phase 3: Strategic Redesign Implementation

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With insights from our testing program, we collaborated with Riddle's team to create a website that honored their established brand guidelines (colors, fonts, and visual identity) while optimizing for conversion performance.

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Brand-Performance Integration: The redesign strategy balanced Riddle's premium brand vision with conversion-optimized user experience, ensuring the new site would both look beautiful and convert clicks into purchases.

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Ongoing Validation: Throughout the redesign process, we continued testing and optimizing, using real customer data to guide design decisions rather than relying on assumptions or industry "best practices."

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The comprehensive CRO program and strategic redesign delivered substantial improvements across multiple business metrics:

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Immediate Revenue Growth: Achieved a 7x ROI on CRO investments within the first three months of the program, before the full redesign was even completed.

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Long-Term Performance Impact: The ongoing testing and optimization program, combined with the website redesign, generated a $2.4M+ annual impact directly attributable to conversion improvements within 12 months.

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Enhanced Customer Experience: Qualitative feedback showed significant improvements in ease of use and customer satisfaction with the website experience.

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Improved Conversion Metrics: Sustained increases in both conversion rate, add-to-cart rate, and average order value as customers better understood Riddle's product system and value proposition.

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Brand Elevation: Successfully aligned the website experience with Riddle's premium brand positioning while maintaining and improving performance.

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The Outcome

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With a strategically optimized website that successfully balances brand elevation and conversion performance, Riddle Oil is positioned for continued profitable scaling. The comprehensive testing program provided valuable insights about customer behavior and preferences that continue to inform their growth strategy beyond the initial redesign.

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The success of this program demonstrates how a Full-Business CRO approach can deliver both immediate revenue improvements and sustainable, long-term optimization for brands navigating complex product education challenges.

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