How Pixel Theory's Post-Click Team Delivered Nearly $12M in Incremental Revenue in 10 Weeks…

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When Hume came to us on October 6th with 7 weeks until Black Friday, most agencies would have panicked or played it safe with surface-level tests. We took a different approach.

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Buybox experiment for /pages/pdp3

Buybox experiment for /pages/pdp3

📈 The Results

The redesigned buy boxes went live in early November. From November 24 through January 31 (69 days), we tracked two phases of impact: the BFCM surge and the post-holiday sustained lift. Together, they generated nearly $12M in incremental revenue from three page redesigns.

1️⃣ BFCM Peak (Nov 24 - Dec 8, 14 days)

Product	CVR Increase	Additional Orders	Incremental Revenue
Hume Pod	+16.4%	11,142	$2,175,613
Hume Band	+19.73%	3,492	$803,166
Total	—	14,634	$2,978,779 ✅

2️⃣ Post-BFCM Through January (Dec 9 - Jan 31, 55 days)

Metric	Projected Result
Additional Orders	42,390
Incremental Revenue	$8,728,290 🔥
Avg Revenue per Order	~$205.90

3️⃣ Combined

Period	Duration	Incremental Orders	Incremental Revenue
BFCM Peak	14 days	14,634	$2,978,779
Post-BFCM	55 days	42,390	$8,728,290
Combined Total	69 days	57,024	$11,707,069 🚀

♟️ How Did We Manage This?

Our Research-First Approach

We started with depth, not speed. Week one was spent analyzing nearly 2,000 Pod customer surveys, almost 1,000 Band surveys, and over 1,600 live user insights, extracting the exact problems, emotions, and friction points that were costing Hume conversions:

For the Pod: People were plateauing hard. Weight wasn't moving despite discipline, and they needed proof beyond the scale that fat was dropping and muscle was building. Main barrier? Skepticism that it was "just another smart scale" and unclear if it justified the premium price.
For the Band: Customers weren't looking for another fitness tracker. They were exhausted from "doing everything right" without seeing results. They wanted to eliminate guesswork about recovery, energy, and whether their effort actually mattered. The big friction? Price skepticism and doubt about whether the data would be accurate enough to trust.

**Prioritizing The Right Experiments**

From those insights, we didn't build 15 tests. We identified the highest-leverage experiments: recreating buy box sections (including product hero galleries) for their conversion pages. We rebuilt these sections around credibility (science-backed accuracy claims), clarity (showing what's really changing in your body), and proof of progress (data that validates effort).