Case Study · Conversion Optimization · TonerPartner

Growth despite a shrinking market

TonerPartner sells printer supplies online to private and business customers in a declining market that is becoming increasingly competitive. With LEAP, TonerPartner established a continuous CRO process: increasing from 2 to 3 tests per year to 20 to 40, with a success rate of around 35 percent.

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TonerPartner's success in numbers

delivered an uplift

This corresponds to a success rate of ~35%

höhere Testfrequenz

from 2–3 to 20–40 tests per year

ROI auf das CRO-Budget

with a limited marketing budget

The challenge

Growing competitive pressure, but only 2 to 3 tests per year

There were plenty of good ideas, but without structure and resources, they mostly remained untested assumptions.

For TonerPartner, a shrinking market meant increasing competitive pressure. To get the most out of existing traffic and current customers with a limited marketing budget, a structured optimization process was needed – but that was exactly what was missing.

Before the collaboration, Franz Duge, Head of E-Commerce, handled much of the testing himself using simple tools and ad-hoc ideas. Running multiple tests in parallel or truly prioritizing topics in a structured way was not possible – there was a lack of both time and technical capabilities.

Structured testing as a response to a shrinking market

Franz Duge, Head of E-Commerce at TonerPartner, in conversation with LEAP founder Thomas Gruhle about developing a systematic CRO testing culture with a success rate of around 35 percent.

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The solution

From ad-hoc tests to a continuous, data-driven process

A low-risk entry cleared the first hurdle; after that, only the success rate mattered.

The decision was made after TonerPartner had already been working with LEAP on SEO, where they became familiar with the team and their structured approach. To get started with CRO, TonerPartner consciously chose a performance-based model, paying only for successful tests, which significantly lowered the barrier to entry. After one year, it became clear that the agreed-upon success rate had indeed been met – TonerPartner then switched to a fixed model, which allowed for more tests within the same budget.

From the very beginning, we combined standard hypotheses with those tailored specifically to TonerPartner, based on analytics data and existing customer surveys. A team consisting of technical implementation specialists and a psychologist who analyzed customer anxieties and psychological purchasing barriers ensured a mix of data-driven and psychologically sound tests.

The result

10x more tests, approx. 35% success rate

The effect goes beyond individual tests: TonerPartner is gaining market share in a declining market.

We went from 2 to 3 tests per year to 20 to 40, with a success rate of about 30 to 35 percent, depending on the period. Not every test impacted all users, but many showed significant uplifts in specific segments, such as between new and returning customers.

"Die Conversion Rate hat sich verbessert, und wir konnten an entscheidenden Stellen im Shop die Absprungraten reduzieren. Ich freue mich auf die nächsten Tests und darauf, den Weg gemeinsam weiterzugehen."

Franz Duge · Head of E-Commerce, TonerPartner