How Lucky Orange Session Recordings Helped a Swedish Retailer Boost Conversions by 40%

Selling high-quality stone online comes with unique challenges. Customers can’t feel the texture, see the color variations in person, or easily estimate how much they need. 

That’s why Stenbolaget, a leading Swedish retailer of indoor and outdoor stone, worked hard to create a seamless online shopping experience. But as their e-commerce presence grew, they needed a better way to understand how visitors interacted with their site and where they were running into trouble.

Balancing E-commerce and In-store Customer Experiences

Fabian Lindin, E-commerce Manager, stepped in, using Lucky Orange to uncover insights that helped transform their store built on Shopify into a more intuitive, high-converting space for customers.

Many of Stenbolaget’s customers still buy in-store, but Fabian saw the need to make the website more user-friendly to increase online sales, which make up 20-25% of revenue.

He needed a way to study visitor behavior, fix problem areas, and increase conversions.

Key Website Projects Using Lucky Orange

1. Fixing Collection Page Filtering

Lucky Orange Dynamic Heatmaps revealed that customers had trouble finding the filtering options on collection pages. Many scrolled too much or clicked randomly in frustration.

"The filtering buttons were too small and hard to see, especially on smaller screens," Fabian explained.

Using Lucky Orange, he tested how filtering looked on different screen sizes. After making the buttons larger and more noticeable, more visitors used them, leading to a smoother experience.

Additionally, after moving product and collection blocks higher on landing pages, over 20% of visitors interacted with them immediately, while search and navigation use dropped by the same percentage.

Learn more about optimizing e-commerce UX with dynamic heatmaps.

2. Making Checkout Easier and Faster

Session recordings showed that many customers returned to product pages after adding items to their carts just to adjust quantities. This extra step frustrated users and slowed them down.

"We didn’t realize how annoying it was to go back and forth just to change the quantity," Fabian said.

To fix this, Stenbolaget updated the cart so customers could adjust quantities without leaving checkout. As a result, fewer visitors abandoned their carts, and checkout was easier. These updates helped increase conversion rates by 40% between 2023 and 2024.

Read how other Shopify merchants optimize their checkout process.

3. Making Product Pages More User-Friendly 

Fabian used session recordings to study how visitors used product pages. The website includes tools like square meter and size calculators, but they weren’t always easy to find.

"We noticed some tools were placed in awkward spots. We moved the calculator and add-to-cart button so they stayed visible while scrolling," Fabian said.

He also changed the order of product details, moving technical specifications higher on the page since visitors cared more about them than descriptions. Plus, he swapped out the old + and - buttons for writable fields, making it easier to enter exact amounts.

These changes increased time spent on product pages by 30% and helped customers find products 45% faster.

4. Improving Ad Campaign Landing Pages 

Fabian worked with an ad agency to create better landing pages. Session recordings showed that many users landed on pages with banners that simply repeated the ad message, leading to drop-offs.

With Lucky Orange’s insights, Fabian changed the pages to focus more on product content instead of unnecessary banners. This led to higher engagement and more clicks.

The Impact: Stenbolaget's Noteworthy Website Improvements

With Lucky Orange, Stenbolaget achieved:

• Better filtering usability, making it easier for visitors to find products.

• A checkout process that reduced frustration and improved conversions.

• Higher engagement on product pages with improved tools and layouts.

• A 40% boost in conversions after checkout improvements.

• A 45% drop in the average click position on collection pages, meaning customers found products they were interested in much faster.

Fabian concludes, "Lucky Orange has become a must-have tool for us. It helps us understand what visitors need and make changes that improve their experience."