Case Study
Maxima Increases Conversion by 14% for Returning Customers
+14% conversion for returning customers
+14% conversion for returning customers
Background
With over 50 years of experience, Maxima Kitchen Equipment is a trusted supplier of professional kitchen appliances for the hospitality industry. Starting in 1975 as an importer and distributor, Maxima has since developed its own brand to offer high-quality, durable equipment at competitive prices. All products meet strict European safety standards and are built for daily intensive use. With in-house customer service and technical support from our office in Mijdrecht, we ensure reliable advice, fast solutions, and a smooth customer experience—before and after purchase.
Experiment
The Challenge
Many returning users already have accounts but don’t always notice or use the log in option when revisiting the site. Maxima wanted to increase login engagement among returning business users, which would positively improve conversion outcomes with a subtle yet strategic interface enhancement.
The Change
Maxima implemented a login nudge—a proactive visual indicator that appears when users enter the website, drawing attention to the login icon. The hypothesis was simple: by improving the visibility of the login dropdown, returning users would more easily access their accounts and complete purchases.
In order to create the change Maxima has used the SiteSpect hybrid experimentation approach, which consists of client and server side testing.
Result
+6.1%
overall conversions
+6.9%
cart visits
+14%
conversions for
returning customers
Why Prompting Users to Log In Early Works
Encouraging users to log in early in their session has clear advantages for both the user experience and business performance:
Personalized Experiences
Logging in early allows the platform to tailor content, recommendations, and offers to the user, making the experience more relevant and engaging.
Smoother Navigation
Users can pick up where they left off, access saved preferences or previous purchases, and move more confidently through the site.
Improved Data Quality
Early authentication means better behavioral tracking, helping the business understand what drives value for different user segments.
Higher Conversion Potential
Logged-in users are more likely to complete high-value actions, such as purchases, because friction is reduced and trust is already established.
This approach becomes especially effective for returning customers, who expect a more seamless experience and are likely to convert at higher rates when those expectations are met.
Takeaway
Sometimes, small and targeted interface nudges can make a big impact—especially when aimed at high-intent user segments. In this case, returning users were significantly more likely to convert when the login process was made more visible and intuitive.
This test highlights how behavioral cues and UX micro-interactions—like emphasizing familiar user actions—can meaningfully influence user outcomes. For Maxima, it confirmed that simplifying access for known users improves the likelihood of completed purchases.
This experiment opens the door for further enhancements, including personalized login experiences, welcome-back messaging, or dynamic content for logged-in users, all of which could compound these results over time.
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About Maxima
Maxima is a Dutch company with over 35 years of experience in the supply and maintenance of professional kitchen equipment. They provide solutions where quality equipment meets all the necessary requirements, both in terms of hygiene and safety.
