The news: Cleaning brand Bissell revealed at Contentsquare’s CX Circle this week how a mobile-first testing culture, powered by personalization and rapid A/B testing, drove double- and triple-digit gains in engagement and conversions.

Why it’s worth watching: With 85% of Bissell’s traffic coming from mobile, even small friction points on smartphones—like buried product listings, cluttered navigation, missing coupon fields, and vague call-to-action (CTA) copy—had outsized impact like lost conversions and abandoned shopping carts.

Identifying pain points, forming hypotheses, testing, analyzing, and iterating helped Bissell turn continuous optimization into a competitive edge. “There’s no such thing as a failed test. Always keep testing and you will always learn something,” said Stacey Howe, senior ecommerce optimization specialist for Bissell.

Bissell’s keys to success: Bissell incorporates customer feedback through surveys and by tracking user heatmaps and scroll maps using tools like Hotjar to study their path to purchase.