SCANDINAVIAN BIOLABS NEEDED STRATEGIC CRO EXPERTISE TO OPTIMIZE CONVERSION AND IMPROVE CUSTOMER EXPERIENCE

About Scandinavian Biolabs: Scandinavian Biolabs is a Copenhagen-based hair growth company specializing in natural, clinically-tested solutions for hair loss. With their proprietary Bio-Pilixin® formula and growing customer base, they needed expert guidance to optimize their digital experience and improve conversion rates.

The project: Scandinavian Biolabs needed a strategic CRO partner who could analyze their current performance, identify optimization opportunities, and provide both strategic recommendations and hands-on implementation—someone who could bring data-driven methodology to complement their strong intuition-based approach to site improvements.

We matched them with a CRO strategist who could conduct comprehensive conversion audits using analytics and behavioral data, provide written strategic recommendations and wireframing for key pages, and deliver ongoing optimization support including A/B testing and UX consulting.

The challenge was helping a team transition from intuition-based optimization to data-driven decision making, addressing the difficulty customers faced finding the right product for their needs, and providing structured CRO methodology the team could learn from and apply independently.

Scandinavian Biolabs chose Ashna Rana, a CRO strategist and marketer operating through Studio Gro, with experience optimizing conversion for major DTC brands like Ritual, Casper, and Seed.

Ashna provided comprehensive conversion audit and strategic recommendations, ongoing CRO program support including experiments and optimization, and UX consulting for major site redesign and collection page improvements.

THE WORK

• ‍Mini CRO Audit: Conducted initial audit analyzing GA4 data, Hotjar recordings, and user behavior to identify key conversion opportunities‍
• Strategic Recommendations: Provided written insights on collection page redesign, landing page optimization, and subscription A/B test strategy‍
• Ongoing CRO Program: Delivered monthly retainer support including experimentation strategy, UX consulting, and optimization recommendations‍
• Website Redesign Support: Contributed UX/UI and CRO strategy for new website experience including wireframing and competitive strategy
• PDP Image Gallery (Mobile) UX Improvement: Updated the product image carousel on mobile PDPs to include a more traditional image carousel with visible slide indicators, thereby increasing engagement and CVR
• New Collection Page: Updated the collection page layout to show fewer products per row and prioritize the best sellers and education higher up on the page, which resulted in an increase in CVR
• Homepage Hero Optimization: Redesigned the hero section to highlight product usage imagery, that boosted credibility and emotional connect, leading to higher engagement and conversion rates

"Ashna brought exactly the analytical, strategic approach we were missing. Her ability to analyze our data, identify real opportunities, and translate them into actionable recommendations has been invaluable. She helped us move from guessing to knowing what would actually improve our conversion rates."‍

—Christian Harboe, CGO & Co-Founder, Scandinavian Biolabs

FINAL RESULTS

• +26.7% RPV increase (94% SS) through mobile PDP image gallery optimization
• +20.2% RPV and +17% Subscription CVR (97% SS) with collection page redesign
• +15% RPV lift (84% SS) from homepage hero optimization
• +11% Subscription CVR (97% SS) from improved mobile product gallery
• Conducted comprehensive conversion audit identifying key optimization opportunities
• Delivered 12+ months of continuous CRO partnership and optimization support
• Provided strategic direction for collection page redesign to improve product discovery
• Contributed UX strategy and wireframing for complete website redesign
• Helped team develop data-driven optimization methodology
• Established foundation for long-term conversion improvement program