KoRo is a €250M+ annual revenue European food and snack DTC brand that had never run a single A/B test. With rising customer acquisition costs eating into margins, they needed to make existing traffic more profitable — without increasing ad spend. DRIP built their entire experimentation program from scratch and generated €2.5M in additional revenue within the first six months.
The Brand
KoRo is one of Europe's fastest-growing food and snack DTC brands, with over €250M in annual revenue. Known for high-quality nuts, dried fruits, and pantry staples sold at competitive prices, KoRo built a massive direct-to-consumer business across multiple European markets.
Despite their scale and growth, KoRo had never implemented a structured A/B testing program. Product and UX decisions were made based on internal opinions and competitor benchmarking rather than systematic customer data.
The Challenge
KoRo is a fast-scaling European DTC brand with over 200 million euros in annual revenue, yet they had never run a single structured A/B test. Every product page layout, checkout flow change, and category page redesign was based on internal intuition or competitor benchmarking rather than measured customer behavior.
This left significant optimization potential untapped across the entire funnel. Without experimentation infrastructure, there was no way to quantify which site elements were helping conversion and which were silently costing revenue on every session.
The core challenge was clear: build a testing program from zero that could systematically uncover and capture the conversion and revenue-per-user gains hidden in KoRo's high-traffic site.
The Approach
DRIP built KoRo's experimentation program from the ground up. Consumer psychology research identified Security (86), Comfort (81), and Progress (74) as the dominant purchase drivers — bulk food shoppers need to trust the commitment (pack size, shelf life, arrival integrity), feel confident the taste matches expectations, and align purchases with health goals.
These drivers shaped a testing roadmap across the full funnel: product descriptions rewritten to reduce cognitive load and communicate benefits clearly on PDPs, category pages audited for above-the-fold product visibility, and checkout flow stripped of unnecessary form friction.
Each test was designed around specific behavioral principles — cognitive ease, decision simplification, uncertainty reduction, and framing — ensuring every hypothesis had a psychological rationale rather than being a cosmetic guess.
Key Tests & Results
PDP Copy Optimization: Product Descriptions & Bullet Points
Modified product description copy and bullet points on targeted product detail pages to better communicate product benefits. Leveraged cognitive ease, value perception, uncertainty reduction, and framing principles to make the information easier to process and more compelling.
Category Overview Size Reduction on PLPs
Reduced the category overview and navigation section on product listing pages so more products appeared above the fold. Applied decision simplification and visual clarity principles to help shoppers scan options faster.
Checkout Shipping & Login Form Optimization
Streamlined shipping information form fields and the login section in the checkout flow. Used cognitive ease, decision simplification, and uncertainty reduction to minimize friction and keep users moving toward purchase completion.
Overall Impact
In just six months, the experimentation program generated €2.5M in additional revenue — a result that demonstrated the massive untapped potential sitting in KoRo's existing traffic.
Across the partnership, DRIP ran 18 experiments spanning product detail pages, product listing pages, and the checkout funnel. Four of those tests produced statistically significant wins — a 22% win rate — with lifts ranging from +0.9% to +3.4% RPU per experiment.
The systematic approach turned KoRo from a brand with zero testing maturity into one with a functioning experimentation program, a prioritized backlog, and compounding learnings from PDP copy through to checkout form design.
The Takeaway
The KoRo case is a clear demonstration that even brands with €250M+ in revenue can have massive untapped CRO potential. The absence of testing doesn't mean the site is optimized — it means nobody has measured what's working and what isn't.
For large-scale DTC brands without a structured testing program: the ROI on building one is enormous. €2.5M in six months from a standing start shows what's possible when you approach optimization systematically rather than sporadically.
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