How Bombas Increased Logins by 36%

CLIENT

Bombas

SERVICE

Digital Journey & CRO, Integrated Marketing

INDUSTRY

Ecommerce / Retail

+36% Logins

+4.1% Orders placed

+81K Orders

Bombas mobile homepage test—winner vs. control

Background

Bombas, a leading sock and apparel brand, faced challenges with their account login process, which limited user engagement and hindered checkout efficiency. They partnered with Cro Metrics to improve the login experience and streamline the customer journey.

Challenges

Login Issues Signal Trouble

Bombas noticed less than 2% of users were logging in before checkout, indicating issues with the login process. As a result, they experienced a reduction in rebuy opportunities, complicated checkout flows, and limited overall engagement.

Solution

Optimize the Login Functionality for Bombas Buyers

Our team tested and optimized the login functionality, clarifying the login option and highlighting its value to users, driving higher engagement and smoother checkout experiences.

Client Testimonial

“We have increased our testing program’s velocity and overall ROI. This comes from improved process and education on how to identify and structure good hypothesis routed in clear customer pain points / problems. We have worked together quite well over the years, which led to more impact and more test learnings.” – Senior Director of Digital Product, Bombas

Methodology

Experimentation Strategy Reveals iIsights that Scale Across the Entire Digital Experience

We implemented a focused, experiment-led approach, hypothesizing that changing the login icon to the text “Log In” would make the option clearer and encourage users to engage.

The test ran across all devices, measuring login clicks, account creation, Buy Again page traffic, and order placement. We saw immediate impact: login clicks increased by 36% with 99% statistical significance on the first day, and orders reached statistical significance within 2 days. Account creation trends increased double digits, and traffic to the Buy Again page grew tremendously, ultimately resulting in a huge increase in additional orders.

This test demonstrated that small, user-focused adjustments in the login process can meaningfully improve engagement and revenue. Our structured testing approach allowed Bombas to validate the solution quickly and scale the improvements across their digital experience.

Results

+36% Account Logins, More Repeat Purchases

Optimizing Bombas’ login experience significantly boosted user engagement and streamlined the checkout process, driving 36% more account logins, increased repeat purchases, and meaningful growth in overall orders – all while creating a smoother, more satisfying experience for customers.