Retail / Multi-Brand E-CommerceHow Coop Scaled CRO Across 10 E-Commerce Brands with One Testing System
Coop needed a repeatable optimization system that could work across multiple e-commerce formats, each with different audiences and category dynamics. DRIP implemented a centralized experimentation and insight workflow that now supports 10 formats. The result was a stronger A/B test win rate, faster decision-making, and measurable improvements in conversion rate and ARPU across the portfolio.
The Brand
Coop operates multiple e-commerce formats and needed a way to make optimization decisions consistently across teams, categories, and business units.
Before standardization, testing quality and speed varied by format, making it difficult to scale winning patterns or compare outcomes.
The Challenge
Different teams were running optimization initiatives with uneven rigor, resulting in fragmented learnings and limited cross-format leverage.
Coop needed a unified framework that preserved local market context while enabling central prioritization and experimentation governance.
The Approach
DRIP introduced a standardized CRO operating model: shared hypothesis templates, testing QA standards, decision rules, and reporting cadence.
We paired portfolio-level insight reviews with format-specific experiment roadmaps to balance central leverage and local relevance.
Key Tests & Results
Portfolio-Wide Prioritization Framework
Introduced a shared scoring system to rank test ideas by potential impact, effort, and confidence across all formats.
Cross-Format Checkout Friction Reduction
Identified and addressed recurring checkout friction patterns that appeared across multiple formats.
Overall Impact
Coop now runs CRO with a single operating logic across 10 e-commerce formats while preserving format-level flexibility.
The program improved test quality, increased organizational learning velocity, and raised confidence in data-driven decisions.
The Takeaway
For multi-brand retailers, CRO impact scales when experimentation is operationalized as a shared system, not isolated projects.
A portfolio model enables faster compounding of learnings and stronger economics from each format's traffic base.
As a cooperative with multiple formats, we rely on data-driven decisions with real impact. DRIP now supports nine of our formats and has helped boost both ARPU and conversion rates.
Portfolio E-Commerce Team, Coop
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