In a bid to boost conversion rates, we set out on an optimisation journey for an ecommerce client’s website. Our goal was simple: make small changes that yield big results.
Get ready to witness the magic of small changes igniting big wins!
Discovering Opportunities:
Initial Google Analytics data analysis revealed that over half of desktop users were not reaching product pages.
Despite an advanced search tool, being available on the homepage, only around 45.5% of users were seeing it, and it’s usage was low, resulting in missed opportunities for engagement.
Additionally, a video on the homepage obscured key messages, reducing the persuasive power of the page.
A Hotjar click map revealed that a considerable portion of users were not interacting with the advanced search tool. This was astonishing as it was a far more powerful way of helping users get to product pages than the menu or search bar.
Tackling Challenges Head-On:
Armed with these insights, we embarked on a mission to turn challenges into opportunities.
We planned to optimize the search tool visibility by bringing it above the fold, craft compelling messaging, enhance trust by adding prominent Trustpilot ratings, replace the video with a captivating static image, and accentuate essential value propositions.
These adjustments were meticulously designed to captivate and create a seamless user journey.
Putting Ideas to the Test:
To validate our hypotheses and implement solutions, we turned to a split URL test. For one month, we compared the original homepage to a revamped version, incorporating strategic improvements:
- Optimised visibility: We shortened the hero section to enhance visibility of content below.
- Elevated the search tool: Bringing the search tool above the fold ensured easy access and encouraged user engagement.
- Added strategic imagery: The video was replaced with a static image that instantly told users they were in the right place and created desire.
- Enhanced the value proposition: A clear value statement which addressed user pain points and instilled trust was added.
- Built trust: Prominently featuring the Trustpilot rating inspired confidence in potential customers.
- Added compelling Incentives: We highlighted reasons to shop; addressing affordability concerns and emphasising local customer support to help users feel safe shopping with the company.
The Big Reveal
VWO witnessed a staggering 213.21% improvement in the click-through rate on the ‘SEARCH’ call-to-action, skyrocketing from 15.11% to an astounding 47.45%.
Hotjar’s insights further reinforced success, with interactions on the ‘SEARCH’ CTA witnessing a substantial surge in homepage clicks from 15.47% to 29.87%.
Moreover, the visibility of the ‘SEARCH’ CTA soared to an impressive 86.9% of sessions compared to 45.5% previously, signifying a remarkable shift in visibility.
Conclusion
This case study represents the transformative power of small changes. By reimagining user experiences and strategically implementing enhancements, we unlocked unparalleled growth opportunities for our client.
As we continue to push boundaries and challenge norms, we invite you to join us in embracing the mantra of ‘small changes, big impact,’ and witness the transformative journey toward digital excellence.
Ready to Write Your Own Success Story?
If you’re ready to unlock your website’s true potential and embark on a journey of digital transformation, we’re here to help. Reach out to us today and discover the power of small changes in driving monumental growth.
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