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New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

Formica – CRO

Formica: Driving Sample Orders


One of the key KPIs for the Formica US strategy was to drive sample orders. Our work saw a 4% increase in the amount of users viewing the sample cart, therefore moving them towards sample orders.

The key problem:

To help optimise the current conversion rate of the site, we analysed user engagement using tools such as heat maps and click data. We found a low amount of engagement with the site-wide sample cart element in the header, suggesting that few users were able to easily navigate back to saved products and convert.

Who is the client?

Formica Group is a leading provider of branded, designed surfacing solutions for commercial and residential customers worldwide. As the world’s largest manufacturer of High Pressure Laminate (HPL), Formica is well-known as a global brand.

Core objectives of the campaign

  • Creative ideation session to understand the problem and suggest initial solutions
  • Developed a variation of the sample cart to be tested
  • A/B tested to understand the impact of the change and how this could positively affect conversion

The Silverbean approach to the objective


  • Analyse user engagement to understand common user frustrations on the site
  • Test solutions to measure the potential impact of proposed changes 


  • User journey data
  • User behaviour analysis
  • A/B testing

To find out how to drive your business forward with our results-focused campaigns, created to meet your business objectives, speak to Stephen or Simon for a friendly chat today.


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New business enquiries: 0191 283 6988

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