Fast-Tracking CRO with Adobe Target

Bulk needed a faster, more agile way to improve conversion rates — one that enabled them to test, learn, and scale confidently. Traditional development processes were too slow for the pace they wanted, and unvalidated changes risked wasted investment. The team needed a data-led framework to validate ideas quickly and reduce guesswork in decision-making.

• Designing Experiments: Tests were scoped around key UX challenges, such as improving trust signals, streamlining navigation, and surfacing key content more effectively.
  
• Targeted Optimisation: Activities focused on high-impact areas like product detail pages and mobile headers, using Adobe Target to test design and copy changes.
  
• Cross-Device Testing: Experiments were run across desktop and mobile to capture broad behavioural insights.
  
• Iterative Learning: Results informed further testing cycles, with successful variations refined and scaled across markets.
  

In January, Bulk adopted Adobe Target as the foundation for a new experimentation-led CRO approach. This gave the team the ability to run real-time A/B tests in production environments, reducing the gap between insight and action. Winning variants could be deployed quickly as temporary live fixes, while being scheduled for long-term integration through development sprints.

This solution empowered Bulk to move with speed and confidence — validating ideas before committing resources and enabling incremental, evidence-backed improvements to their user experience.

• A scalable CRO model now in place, ready to support Bulk’s long-term digital vision
• Significant uplifts in engagement and conversion behaviours from tested variants — including double-digit gains in clicks and improved add-to-basket rates
  
• Faster feedback loops reduced time-to-value for UX decisions
  
• Improved team confidence through validated learnings and real-world user data