€12.4 million in additional revenue through A/B testing!
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Since 2017, parfumdreams has been building a testing culture that turns every percentage point of conversion rate into more revenue from existing traffic—all without increasing customer acquisition costs.
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CRO Expert instead of Sales
If you don't break through this ceiling, your growth will be limited by your advertising budget.
It takes three or four purchases for a customer to become profitable—yet a large portion only ever buys once. This isn't a glitch in the system; it is the system.
Every growing shop feels this pressure sooner or later. parfumdreams knew this problem well. What started as a single German shop evolved into a business spanning 16 countries, expanding from a nearly exclusive perfume range to a broad beauty offering. With each of these dimensions, complexity grew—different devices, markets, and user journeys. A small team tried to manage this on the side, without dedicated roles for testing or optimization.
The point where something had to change: a glass ceiling. Neither from the customer's perspective nor from the company's could things continue this way—for anyone who has stood at this crossroads themselves, it is the moment to rethink everything.
How testing became a growth system
Steven Mattwig, former Managing Director of parfumdreams, talks to LEAP founder Thomas Gruhle about six years of systematic A/B testing – and why this model pays off for growing shops.
Available to listen on Spotify.
This episode is also available as a podcast. Perfect for when you're on the go or multitasking. Listen now on Spotify.
Listen now on Spotify
Faster decisions, fewer debates over opinions—and results that speak for themselves.
parfumdreams faced the classic dilemma: build an in-house team, buy a tool and get started, or find a partner. Building an in-house team would have taken a long time and incurred fixed costs without any guaranteed results at the start. A tool alone only provides the equipment, not the knowledge of what should be tested.
In 2017, they decided to choose a partner on equal footing—with one crucial difference from the classic agency model: no pay-per-test, but a flexible total budget. This allows for complex, uncertain tests and spontaneous analyses—such as when the checkout stalls in a new market—without having to renegotiate the budget every single time.
"We don't know what works better. That's why we want to test it."
Daniel Lang · CTO, parfumdreams
A test doesn't just come from a spontaneous idea. There are three stages to go through before a single version is even built.
Growth that doesn't depend on a single campaign, but on a system that is constantly improving.
Over the years, this has generated a cumulative double-digit million-euro increase in revenue – not as a one-off success, but as an ongoing system.
And to keep this case study honest: Not every year went equally well. In 2022, the success rate dropped noticeably – many tests led to more cart clicks, but no significantly higher sales. It was precisely from this weaker year that we gained the insights that made the subsequent record year possible. For anyone starting their first year of testing: This is the realistic trajectory, not the exception.
"We were looking for a partner where we wouldn't just be a small account – someone who works with us as equals, thinks long-term, brings cross-category expertise, and actually gets things live instead of getting lost in PowerPoint."
Steven Mattwig · Managing Director, Parfümerie Akzente GmbH
Our experts will review your shop and show you concrete conversion opportunities, free of charge and with no obligation. We will also assess whether your shop qualifies for our 100% performance-based deal.
