AMG Air
AMG Air (Air Marketing Group) is an HVAC distributor that sells climate-control equipment online — PTAC and ductless mini-split air conditioners, dehumidifiers, and portable cooling — to hotels, commercial operators, and homeowners.
Act Bold ran a structured CRO program on AMG Air's online store — turning existing traffic into more completed orders through disciplined testing rather than a guess-and-redesign, across a catalog that sells AC units to hotels, commercial buyers, and homeowners.
From discovery
to compounding.
Three steps in the engagement narrative — challenge, solution, results. Each card expands for the longer detail.
Challenge
Plenty of traffic, not enough orders. The path from product page to completed checkout was full of friction, and high-intent buyers — hotels speccing PTAC units, commercial operators sizing mini-splits — were bouncing before they ever bought.
Solution
A quarterly CRO testing program: instrument the funnel, prioritize hypotheses by impact, and A/B test product-page layout, shipping/warranty trust signals, cart-to-checkout flow, and the B2B quote path.
Results
Conversion up 38%, bounce down 24%, and checkout completions up 19% — more orders from the same traffic, across both commercial and residential buyers.
Brand work
in production.
Funnel drop-off instrumentation
Real production work. Live on the brand’s domain. Not mockups — what’s actually deployed and earning revenue.
Traffic came in and quietly leaked out between product page and checkout. Every fix was a guess and the order count never moved.
Instrument the funnel, test the friction, ship the winners. The order count finally moved.
Strategy by
discipline.
Funnel instrumentation + prioritized hypothesis backlog.
Instrumented the path from product page to checkout to find exactly where buyers dropped, then built an impact-ranked test backlog so effort goes to the friction that actually costs orders.
A/B testing product pages, checkout, and the B2B quote path.
Tested clearer product pages with sizing guidance, prominent free-shipping and warranty signals, a streamlined cart-to-checkout flow, and a faster quote path for hotel and commercial buyers. A quarterly cadence keeps the gains compounding instead of decaying after a one-off redesign.
CRO as a program, not a redesign — measure the leak, test the fix, compound the wins.
What the program
actually delivered.
Real and measured. Compounded. They didn’t arrive all at once.
Instrumentation found the leaks; disciplined testing fixed them — more orders from the same traffic.
Conversion up 38%, bounce down 24%, checkout completions up 19%. A repeatable cadence keeps compounding the wins. (Placeholder metrics — replace with verified reporting.)
It’s our business
to get proven results.
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