Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy

CLIENT

The Clorox Company

SERVICE

Digital Journey & CRO, Integrated Marketing, Marketing Strategy & AI Consulting, Personalization

INDUSTRY

Ecommerce / Retail, Enterprise

+4X ROI

Background

The Clorox Company is a leading multinational producer of consumer and professional products found in 8 out of 10 U.S. homes. Clorox partnered with Cro Metrics to accelerate their digital transformation, enhance direct-to-consumer (DTC) performance, and leverage experimentation to drive measurable growth across multiple brands.

Challenges

Unlock Cross-brand Insights, Improve Omni-channel Experiences, & Increase ROI

Amid rapid shifts in CPG and accelerated e-commerce growth post-COVID, the Clorox team needed to strengthen their DTC channels, improve omni-channel experiences, and implement scalable, data-driven testing across brands to increase ROI and uncover cross-brand insights.

Solution

Build a Culture of Experimentation (CoE) to Scale Wins Across 5 DTC Sites

Our team implemented a high-velocity experimentation program across five DTC sites, optimizing navigation, PDP design, and messaging. Through structured A/B testing, personalization, and data integration, we helped Clorox elevated their user experience and scale learnings enterprise-wide.

Client Testimonial

“We are going to win with Cro Metrics. I am thrilled to have Cro Metrics in my corner as a strategic partner to help us accelerate and conquer.” – Miles Liedtke, Site Experience and Optimization Manager, DTC BU, The Clorox Company

Methodology

4 Key Pillars to Efficiently Scale Learnings Across Brands

We began by analyzing Clorox’s DTC ecosystem to identify friction points, gaps in product discovery, and opportunities for cross-brand learning. This foundational insight informed a high-velocity testing and personalization strategy designed to improve customer experiences, increase engagement, and create scalable processes for long-term optimization.

The 4 pillars to impact:

Optimize the Digital Customer Journey
As a historically in-person brand, Clorox needed to strengthen its DTC channels by improving product discoverability, messaging, and UI clarity – reducing friction across e-commerce sites to drive higher conversions, average order value, and subscription adoption.

Leverage Experimentation & Personalization at Scale
We built a structured, repeatable testing framework across multiple brands – grounded in hypothesis-driven experimentation, audience targeting, and shared learnings that informed personalization at scale.

Maximize ROI Through Data-Driven Decisions
Using data to prioritize opportunities, the team refined strategies and optimized performance across channels – driving measurable business impact through greater media efficiency, lower acquisition costs, and incremental revenue growth.

Build an Organizational Culture of Experimentation
To sustain long-term impact, we helped Clorox establish a Center of Impact to centralize knowledge, accelerate decision-making, and foster a culture of continuous testing and improvement.

Results

4x ROI on the Entire Program

Cross-brand experimentation and optimization delivered 4x the return on investment for the entire program, in addition to unlocked customer insights, streamlined user journeys, and a scalable culture of experimentation across Clorox’s entire DTC ecosystem.