How PM Digital Boosted CRO with a 12% Jump in Revenue per Visitor with KNO

PM Digital is no stranger to the world of data-driven optimization. A CRO (Conversion Rate Optimization) agency with a sharp eye for detail and a deep technical stack, they help ecommerce brands test, learn, and grow, with results that speak for themselves. 

Yet, when it came to elevating those insights beyond the numbers, they knew they needed more signal and less noise. That’s exactly where KnoCommerce entered the story.

Take, for instance, a test they ran on a product page pop-up. PM Digital saw a 12% increase in revenue per visitor, along with a notable boost in conversion rate. 

From there, they expanded to building entire landing page messaging strategies based on customer feedback. Through this approach, PM Digital discovered that qualitative insights from customer voices unlock breakthroughs that quantitative data alone can’t reveal. 

We sat down with Paddy McLarnon, founder of PM Digital, to dive into how and why KnoCommerce has become a foundational tool for them.

Let’s take a closer look at the full story…

Why PM Digital chooses KnoCommerce for their clients

While many agencies focus on heatmaps and Google Analytics, PM Digital is able to amplify their data by turning directly to the customers. With KnoCommerce’s powerful survey tools, they capture valuable insights from multiple touchpoints throughout the customer journey, enriching their existing data to drive more impactful results.

“We use the survey on literally every single CRO client we get. It’s one of the very first things we implement.” – Paddy McLarnon

Here’s how their multi-layered survey strategy breaks down:

• Post-Purchase Surveys: Triggered on the thank-you page to capture what drove the conversion.
• On-Site Surveys: Pop-ups on exit-intent or after a set time to understand why visitors didn’t convert.
• 180-Day Purchase Surveys: Sent to past buyers to gauge long-term satisfaction and barriers to repurchase.

This sets the foundation for testing and refining marketing copy, creative, and user experience.

Data is subjective — Customer voice is not

Paddy went on to explain, “Data is very subjective. If you show five people a dashboard, you’ll get five different takes on what’s wrong. But a customer’s answer? We can all read that.”

Combining quantitative tools like heatmaps with qualitative survey insights is essential for PM Digital’s CRO approach.

For example, a heatmap might show that users drop off after the first 20% of a product page. But surveys reveal the reason: “I don’t understand how this product works. I’m not sure it’ll work for me.”

With this feedback, the PM Digital team makes informed decisions to:

• Move key conversion-driving text higher up the page
• Clarify product usage
• Include social proof from customers who match the survey responses

Every test is driven by real customer intent, emotion, and language.

How KnoCommerce unlocked unexpected wins

Insight #1: A confusing size guide — Fixed with a 12% RPV lift

Client: Hedon

Hedon Helmets, a premium helmet brand, was facing a critical usability issue on their website. While customers were interested in their high-quality products, many were leaving the site without completing a purchase because they couldn’t easily find important product details—particularly the sizing guide.

The frustration was highlighted by one survey respondent, who mentioned, “I had to click to a different page just to see the size guide, and it was kind of confusing.” This was a clear sign that a lack of easy access to key information was causing potential customers to abandon their carts before they made a purchase.

In response to this feedback, PM Digital took action by adding a size guide pop-up directly onto the product page. This simple yet powerful change eliminated the need for customers to navigate through multiple pages to get the information they needed. 

The goal was clear: remove barriers that might cause confusion or frustration, making the shopping experience more seamless. 

The results?

• 12% increase in Revenue Per Visitor (RPV)
  
• Significant reduction in bounce rates, particularly on product pages
  

• Higher conversion rates across the board

Sometimes it’s the smallest usability changes—like improving navigation or accessibility—that can drive the most substantial improvements in conversion rates. Listening to customers and acting on their feedback makes a significant difference in user experience and revenue.

Insight #2: New hero copy that converts — Informed by survey responses

Client: Revel Nail

Revel Nail, a brand known for their at-home nail products, was struggling with underperforming website metrics. Specifically, their hero section (the first thing visitors see when they land on the site) was failing to capture attention or communicate the right message.
The original imagery and value proposition were not resonating with the target audience, which led to low engagement and even lower conversion rates.

Instead of guessing what might work, PM Digital turned to Kno’s post-purchase surveysl to gather real customer insights. The survey asked customers: “What are you most looking forward to when using your Revel Nail products?”
The responses provided so much information providing clear, actionable insights that directly reflected the reasons people were choosing Revel Nail’s products over competitors.

Some of the top responses included:

“Affordable manicures that last two weeks or more”
“Me-time doing my nails and enjoying myself”
“Saving money on salon visits”
“A great-looking mani makes me happy”
“Made in America with safe ingredients”

With these insights, PM Digital optimized Revel Nail’s hero section. They created a new hero image that featured a smiling customer showing off their beautiful, freshly painted nails. The copy was revamped to reflect the top customer desires:

Hero Image: A smiling customer proudly showing off their freshly painted nails.
Hero Headline: “Salon-quality nails that last for weeks”
Subtext: “Achieve durable, beautiful nails at home, with a smile that lasts longer”

The change was immediate. Paddy shared, “It won. Straight away. The new hero just crushed it.” Not only did the new hero design and copy better resonate with visitors, but it also led to an immediate increase in engagement and conversion rates.

This was a textbook example of how customer feedback can transform an underperforming page into a high-converting one. By aligning the brand’s messaging with the specific desires of their customers, Revel Nail turned a low-performing hero section into a powerful sales tool.

It shows how listening to your audience and optimizing based on their real preferences can lead to dramatic improvements in engagement and sales.

Turning insights into copy, creative, and testing ideas

Paddy emphasizes that PM Digital doesn’t just store the data in a spreadsheet—they use it to inform entire marketing strategies:

• Product Image Testing: Featuring benefits identified in surveys
• Landing Page Structure: Reordering elements to highlight value, trust, and emotional appeal
• FAQ Content: Addressing common objections cited in surveys
• Ad Angles: Reflecting customer emotions and use cases directly

“Customers will always have a reason to buy. Our job is to reflect that reason back to them at the ad level,” Paddy shared.

The missing link most brands overlook

Paddy’s final takeaway hits home: “I’ve talked to million-dollar brands that don’t ask a single question to their customers. How do you make business decisions without their input?”

The truth is clear: Your customers have the answers.

With KnoCommerce, PM Digital is able to ask the right questions at the right time, turning insights into actionable results that drive growth for their clients.

“It’s a high-ROI service that costs very little. You get so much from it. We don’t use anything else.” says Paddy. 

For PM Digital, KnoCommerce isn’t just a tool—it’s their first step in every project. Because when the path to better conversions lies in customer truth, the only way forward is to ask.

Our team is here to help you find the right fit for your business.

Start with a template