Objectives
For any e-commerce business, the need to continually grow user volume and quality to the start of the sales funnel is key. Understanding site entrances, touchpoints and exits can help develop a detailed picture of how and why users reach your e-commerce funnel. Starting by evaluating user behaviour is a key factor in driving CRO testing success.
More users with a higher propensity to convert at Step 1 will return immediate success and is especially important for complex propositions.
Working with one of our long-standing financial services clients, we executed an extensive data analytics review to identify key site touchpoints leading to users reaching the start of the e-commerce funnel.
- Use data to identify clear opportunities for experimentation
- Communicate the £ value of these opportunities
- Prioritise opportunities based on ROI
- Collaboratively deliver a successful testing framework
- Focus on quality not quantity testing
- Measure success and demonstrate the ROI winning experiments
Our Approach
A successful testing strategy starts with effective planning, using a combination of client and agency experience alongside a comprehensive data review. Using Google Analytics data via a number of bespoke in-house analytical techniques, a comprehensive review of user routes to the conversion funnel was created.
This report was used as a key point of reference with client and agency experience overlaid to identify key areas of high impact testing opportunities with the highest likelihood of success.
Using data to power our decision making, a key list of testing opportunities was developed and prioritised using the PIE (Potential, Importance, Ease) framework. This framework was presented to the client with further collaboration to develop a clear and effective testing strategy framework for implementation for the upcoming year.
This data led approach allowed us to plan 2 robust experiments per month over the course of 1 year, focusing on IMPACT not QUANTITY. The results speak for themselves…
Results
In Year 1, 56% of experiments were clear winners, far higher than the industry average of between 10% and 15%.
Two individual experiments alone showed comparable user traffic increases of 51% and 22% respectively to the top of the e-commerce funnel, which was followed through to clearly identifiable uplifts in conversion and revenue.
While other experiments returned smaller gains, the regular hit rate in success drove significant and consistent wins for the client.
- Increase in traffic to e-commerce funnel
- Increase in conversions and revenue
- Experiment success rate 4 x higher than the industry average
- Investment recouped by projected gains via Q1 wins alone
Year 1 success drove Year 2 planning, with a refreshed analysis being fed into our next testing cycle. Improving user flow and quality to the conversion funnel is one way to drive your performance forwards. Increased traffic can be maximised further by optimising your funnel steps through to conversion.
See how we optimised our clients funnel performance here.
56% Year 1 Experiment Win Rate
One Experiment Drove 51% uplift in traffic
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
