--- title: "Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy - Cro Metrics" description: "Clorox has truly embraced a Culture of Experimentation—one where learnings are shared across the enterprise." url: "https://crometrics.com/case-studies/clorox-scale-with-a-multi-brand-strategy/" image: "https://crometrics.com/wp-content/uploads/2025/10/CloroxComp1.png" --- ![The Clorox Company](https://crometrics.com/wp-content/uploads/2025/11/The-Clorox-Company-Logo.svg) # 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 ![Clorox Product Line Display](https://crometrics.com/wp-content/uploads/2025/10/CloroxComp2.png "Clorox Product Line Display") ## Background ## 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 ## 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 ## 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 ## 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 ## 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 ## 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. ## Read more case studies ![Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights](https://crometrics.com/wp-content/uploads/2024/09/NonprofitDJA1.png) +60% *revenue from homepage CTAs* ## [ Nonprofit Unlocks 60% More Donations From Donor Journey Analysis Insights ](https://crometrics.com/case-studies/nonprofit-unlocks-60-more-donations-from-donor-journey-analysis-insights/) ![Website Redesign Experimentation Drives Significant Results for Sierra Club](https://crometrics.com/wp-content/uploads/2025/10/SierraClubComp3.png) +40% *Monthly Donations* ## [ Website Redesign Experimentation Drives Significant Results for Sierra Club ](https://crometrics.com/case-studies/sierra-club-website-redesign/) ![Unified Data Uncovers Opportunities for Experiment-Led Growth](https://crometrics.com/wp-content/uploads/2025/10/YamiComp2.png) ## [ Unified Data Uncovers Opportunities for Experiment-Led Growth ](https://crometrics.com/case-studies/yami/) ![Understanding Customers Across A Non-Traditional Funnel](https://crometrics.com/wp-content/uploads/2025/10/WOWComp.png) ## [ Understanding Customers Across A Non-Traditional Funnel ](https://crometrics.com/case-studies/wow-analytics/) ![Turning Clicks into Trips by Reducing Friction for High-Intent Users](https://crometrics.com/wp-content/uploads/2025/10/HyattComp.png) +2.5% *Conversion rate* ## [ Turning Clicks into Trips by Reducing Friction for High-Intent Users ](https://crometrics.com/case-studies/turning-clicks-into-trips-by-reducing-friction-for-high-intent-users/) ![Simple E-Newsletter Updates Boost Click-Through Rates](https://crometrics.com/wp-content/uploads/2025/10/TFA1.png) +30% *click-through rate* ## [ Simple E-Newsletter Updates Boost Click-Through Rates ](https://crometrics.com/case-studies/teach-for-america/) ![Boosting Revenue and Long-Term Success for Home Chef](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageHomechef.png) +2.4K *APP DOWNLOADS* ## [ Boosting Revenue and Long-Term Success for Home Chef ](https://crometrics.com/case-studies/home-chef/) ![Dynamic Personalized Experiences Transform Users into Advocates for Calendly](https://crometrics.com/wp-content/uploads/2025/10/FeaturedImageCalendly.png) +2.6% *Product Visits* ## [ Dynamic Personalized Experiences Transform Users into Advocates for Calendly ](https://crometrics.com/case-studies/personalized-experiences-calendly/) ## Ready To Amplify Your Growth? 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