WCFab Case Study: +14.4% Conversion Rate and $410K Projected Annual Revenue
WCFab sells diesel performance parts direct to truck owners on Web Shop Manager. A redesigned cart and checkout, tested against the old one for five weeks, lifted the purchase rate 14.4% and points to about $410K a year in additional revenue.
The result in four numbers
Old cart and checkout (A) against the redesign (B), same store, same five weeks, measured on shoppers who reached the cart.
Source: Convert48 test report for WCFab, October 2024. 6,024 shoppers who reached the cart were split between A and B from August 9 to September 13, 2024. The purchase-rate lift reached a 98.3% chance to win; the revenue-per-visitor lift reached 93.6%, just short of the 95% mark testers usually treat as proven.
$410,000 a year: Convert48’s projection of the additional revenue if the test result held for a full year, a straight-line estimate that does not account for seasonality. It is a projection, not booked revenue.
The question WCFab wanted answered
Wehrli Custom Fabrication builds diesel performance parts in DeKalb, Illinois: intercooler pipe kits, intake kits, turbo kits and cooling parts for Duramax, Cummins and Power Stroke trucks, many of them powder coated to order. Orders are large and often custom, so every shopper who reaches the cart and leaves is expensive.
- Shoppers in the cart were already close to buying. The question was how many of them the cart and checkout were losing on the way to paying.
- Most of them were on phones. About 4,900 of the 6,024 shoppers in the test reached the cart on a phone, so the checkout had to work on a small screen first.
- WCFab wanted a measured answer. The goal was to prove whether a simpler, cleaner cart and checkout would lift sales, by testing it against the existing one rather than switching on a guess.
What changed, and who did it
Our CRO partner Convert48 designed a simplified cart and checkout for WCFab. Our developers built it into the WCFab store in May 2024, Convert48 reviewed the build and asked for adjustments, our developers made them, and Convert48’s testing code went in alongside it so the old and new versions could run side by side.
Cart
- Affirm’s “as low as” monthly price placed directly above the checkout button, so the financing option is in view at the moment of decision.
- One clear next step at the bottom of the cart: Proceed to Checkout, with PayPal directly underneath.
Checkout form
- Text fields sized to match the dropdowns, so the form reads as one even column instead of a jumble of widths.
- City, state and ZIP fields set full width, large enough that labels are never cut off on a phone.
How it was tested
Convert48 ran it as a straight A/B test: they set up the split, started it and tracked the results. From August 9 to September 13, 2024, every shopper who reached the cart was assigned to the old cart and checkout (A) or the redesign (B), about 3,000 on each side, 6,024 in all. Two numbers decided it: how many of those shoppers bought, and how much revenue each one brought in. A third tracked how many got as far as the checkout page.
The purchase lift is the firm result, at a 98.3% chance to win. The revenue lift is about the same size, +14.9%, but at a 93.6% chance to win it falls just short of the usual 95% bar, so read it as likely rather than proven. Once B won, it became the cart and checkout for every WCFab shopper.
Where the lift came from
| Device | Purchases | Revenue per visitor |
|---|---|---|
| Phone (about 4,900 shoppers) | +13% | +15% |
| Desktop (about 1,100 shoppers) | +23.9% | +20.2% |
- Phones carried the result. Four in five shoppers were on a phone, where purchases rose 13% (95.5% chance to win) and 9.8% more shoppers made it from the cart to the checkout page (98.2%).
- Desktop shoppers finished more orders. Desktop purchases rose 23.9% while the share reaching the checkout page held level, which points to more desktop shoppers completing the form once they started it. With about 1,100 desktop shoppers, that lift is less certain (93.5%).
- Revenue rose on both devices. Revenue per visitor was up 15% on phones and 20.2% on desktop; neither device on its own reaches 95%, so the combined 93.6% is the number to quote.
Revenue from shoppers in the test: $312,760 with the redesign against $271,567 with the old cart and checkout, a difference of $41,193, from 510 orders against 445, a difference of 65.
What WCFab shoppers see today
The redesign is the cart and checkout on wcfab.com today. The cart drops the search bar and dealer link from the header, lists each part with the options the shopper chose, such as powder coat color and add-ons, with their prices, and ends in one red Proceed to Checkout button with Affirm’s monthly price just above it and PayPal just below. Checkout is a single page in four numbered steps (account, with guest checkout already selected; address; payment; order questions and review) with large, full-width fields that are easy to tap on a phone.
Screenshots taken on wcfab.com on October 8, 2026. No order was placed.
Why it worked
None of this bought more traffic. WCFab got more orders, and more revenue, from shoppers who were already in the cart. On a high-ticket diesel part, the last two pages decide the sale: keeping the shopper’s attention on the order, showing the monthly financing price where the decision happens, and making the form easy to fill in on a phone turned more of those carts into orders. Convert48 called the result very similar to the Fuel Moto checkout test, which points to a repeatable pattern rather than a one-off.
The same work for your store
We are taking this cart and checkout work across other Web Shop Manager stores now: read the funnel data, find where shoppers drop, design the fix, test it against the current version, and ship what wins. Read the Fuel Moto case study, talk to us about what your checkout is costing you, or see more of our work.
Ready To Grow Your Business?
Ready to grow your aftermarket eCommerce presence and lift conversions across auto, truck, powersports, marine, and more? Connect with
Web Shop Manager for tailored solutions: strategy, platform, and performance in one team.