Step One Life · AU + UK · Oct 2025
Building a mixed-colour pack meant adding one colour, changing pages, adding the next. A single-surface bundle builder won +19.1% in AU and +5.6% in the UK in the same week — the cross-market replication that turns a result into a mechanic.
CVR, AU (24–29 Oct 2025)
CVR, UK (27–31 Oct 2025)
markets, same week, same verdict
Step One's commercial engine is the multi-pack — but buying a bundle in mixed colours meant adding one colour, navigating to another product page, adding the next, and repeating. Every extra page load between "I want 5 pairs" and "added 5 pairs" is a place to lose the sale.
Hypothesis: if adding multiple colours to a bundle is made easy in one place, shoppers will be less frustrated changing pages, and more of them will convert.
A mixed-colours bundle builder: choose the pack, pick each colour, add once — no page-hopping.
| Market | Dates | CVR change | Decision |
|---|---|---|---|
| AU | 24–29 Oct 2025 | +19.1% | implemented |
| UK | 27–31 Oct 2025 | +5.6% | implemented |
The same treatment won in both markets in the same week — the cross-market replication this programme looks for before treating a mechanic as structural rather than local.
One flag was documented honestly in the UK wrap: desktop metrics moved negatively even as the overall result won. That went onto the follow-up list with session-recording review, rather than being averaged away.
The builder shipped in both markets and immediately generated its own iteration backlog — upsell integration, component improvements, and a stack-vs-scroll orientation test for mobile. The related single-colour/mixed-colour default-selection test (+4.5% CVR, AU) was deployed alongside it, with UK deployment queued.
Bundle friction is conversion friction. For a pack-led business, the path between "want a bundle" and "bought a bundle" is the highest-value journey on the site — and page-count in that path is a direct tax on it.
Replication is the difference between a result and a mechanic. +19.1% in one market is a good week. Winning again in a second market the same week is evidence the friction was structural — and that the fix travels.
Sources: experiments AU_Theme_CVR_251024.1 (24–29 Oct 2025) and UK_Theme_CVR_251027 (27–31 Oct 2025), Step One AU and UK storefronts. Desktop caveat documented in the UK wrap and carried to follow-up analysis. All figures traceable to the named experiment IDs.