Increasing Revenue from Existing Traffic without Discounting Value

PaintNuts is a challenger brand in the automotive space, fast-growing and known for their precision colour-match paint technology. They drive sales through a high-volume Magento 2 e-commerce operation, serving distinct customer profiles: modern vehicle owners wanting quick fixes and classic car enthusiasts seeking detail.

Despite market leadership and a strong online journey, PaintNuts identified that their upsell page was underperforming—few users added accessories alongside colour-match products. Heatmaps and analytics exposed this gap, spotlighting untapped value right at the checkout flow. With the brand intent on raising average order value (AOV), unlocking more revenue from their hard-earned traffic (without undermining conversion rates) became a top priority.

A Data-Driven, Customer-Centric Redesign of the Upsell Experience

Door4 began with user data, reviewing heatmaps and analysing the current upsell journey. We saw that most customers skipped bundled add-ons, even though the potential savings and convenience were clear. Our hypothesis: a better-presented bundle with obvious savings and a frictionless upgrade path would uplift AOV.

Leaning on proven psychological pricing methods like price anchoring, we created a new, simplified upsell block. The call to action: Upgrade to a bundle? Save £x’—offered clarity and instant value. Before going live, we ran a rigorous A/B test, splitting users equally to scientifically validate the commercial impact without risking core conversion.

Collaborative A/B Test Led to Immediate Rollout and Lasting Gains

Collaboration was key. Door4’s CRO analyst led ideation, briefing in-house designers and developers. After implementing the new upsell block, a 50/50 A/B test proved the uplift: both revenue per user and conversion rate climbed. This data-backed result left no doubts: the superior version was rapidly set live. PaintNuts got a smarter user journey that asked for one click to upgrade, saving buyers money and creating operational simplicity. The solution reflected a shared understanding of PaintNuts’ commercial priorities and the unique needs of both their ‘distress’ and ‘considered’ customer journeys.

Measured commercial uplift: revenue per user and conversion rates tracked

Our main KPI: revenue per user, a metric balancing AOV and conversion rate, ensuring we didn’t increase order value at the cost of lost sales. After the test, both core outcomes improved: bundle upgrades soared, AOV increased, and conversion rates followed. This data-driven validation made the business case unequivocal: the new model was immediately implemented across PaintNuts’ store.

PaintNuts Unlock Continuous Value from Every Customer Touchpoint

Post-implementation, PaintNuts saw a direct, sustained boost to e-commerce revenue—gaining more from every visitor, every time. With this foundation, the brand can confidently pursue further innovation in conversion rate optimisation, knowing robust testing and partnership will maximise ROI. The streamlined journey is now standard for new products and campaigns, and PaintNuts’ leadership in the competitive automotive paint space is reinforced—not just through technology, but through a relentless focus on customer and commercial value.

PaintNuts is a leading automotive touch-up paint specialist, well-known for its proprietary registration plate colour-match technology and comprehensive paint database. Operating as a challenger brand, PaintNuts commands a rapidly growing share of the market, serving both modern car owners seeking quick DIY solutions and enthusiasts restoring classic cars. Their business runs on a Magento 2 platform, blending high-volume commerce with a tailored customer experience.

With a high proportion of ready-to-buy users coming through search and direct entry, incremental revenue would have a powerful ROI. PaintNuts set their sights on increasing average order value (AOV) by unlocking better uptake of bundles and accessory add-ons. The challenge was to do so without discounting, damaging conversion, or complicating the user journey.

Pre-project analysis (including heatmaps) showed the upsell page was being ignored. Most users didn’t add accessories, despite the savings and convenience of bundles. The result: missed opportunities and lower than optimum AOV, especially considering PaintNuts’ unique ability to offer tailored bundle deals based on precise colour-matching. This stalled their ambition to extract more value from existing e-commerce traffic.

Our combination of UX/CRO expertise, e-commerce analytics, and collaborative working with in-house teams made us the ideal partner for a data-driven, test-and-learn project. The client knew we would prioritise commercial outcomes above all.

We rooted our solution in user behaviour data and commercially proven pricing psychology. The hypothesis: a redesigned upsell prompt—clear 1-click upgrade to a bundle, visible savings, and no friction—would drive a higher take rate, boosting AOV and overall profit.

Collaboration & Process: A Door4 CRO analyst spearheaded the initiative, briefing designers and developers, integrating PaintNuts’ unique bundle offering and ensuring user experience matched the distinct needs of both distressed and considered buyers. Key project stages included heatmap analysis, hypothesising, design/build, and split-testing.

Delivery was disciplined and data-led. A/B testing split users evenly, with no guesswork—results from the new version were clear (higher revenue per user, improved conversion rate), enabling immediate full rollout. The process itself—a balance of insight, creativity, and commercial focus—set the tone for future initiatives with PaintNuts.

The redesigned upsell journey is now integral to PaintNuts’ customer experience. With more customers opting for bundles, revenue per user is up, and satisfaction is higher, as buyers enjoy simplified checkout and actual savings.

The A/B test delivered a headline 11% rise in revenue per user. Importantly, conversion rate metrics also improved – mmeaning the shift didn’t trade volume for value, but delivered both.

PaintNuts can now reliably extract more lifetime value from every visitor, a key lever for future growth. The clear, evidence-led process has set a foundation for ongoing CRO efforts and a rigorous commercial culture.