Conversion Optimizer Case Study

An increasing number of companies and agencies are following a structured approach to Conversion Rate Optimization (CRO). Presently, we will be looking at how a tea eCommerce website increased revenue using conversion optimization.

About the Company

Your Tea is an online tea eCommerce site serving health and lifestyle-focused consumers. Tiny Tea Teatox is one of their largest sellers in their diversifying everyday tea product ranges.

Your Tea signed on We Are Visionists (WAV), a digital agency that partners with eCommerce agencies and startups, to help solve their clients’ digital problems ranging from paid advertising to conversion rate optimization.

We got in touch with Joel Hauer, founder at WAV, to know all about their successful optimization exercise that resulted in a 28% improvement in revenue.

Onboarding Your Tea

WAV pitched CRO as part of a raft of complementary services, including SEO and PPC, to improve Your Tea’s online presence.

Joel says, “It made business sense and so it was a straightforward decision for Your Tea. If you can create an uplift in your revenue by improving your product page, why wouldn’t you? We were able to make projections based on anticipated improvements to the site, and those projections were what got us over the line. We are lucky to have such a pragmatic client!

Process of Optimization

What WAV wanted to do was to insulate Your Tea’s revenue stream against any potential declines in traffic and maximize revenues in the periods of high traffic.

While doing so, they decided to follow a formalized approach to CRO, that is, researching their website data and visitors’ behavior intently to create hypothesis and running A/B tests that would impact revenues the most.

The Research Phase

To begin with, they analyzed their website data using Google Analytics (GA) to understand the journey of the visitors. They detected a large number of drop-offs on the product pages of the website, that is, a lot of people were landing on the product pages but not adding anything to the cart. They discovered that the Tiny Tea Teatox product page in particular was attracting the largest amount of traffic, and decided to optimize it first.

On further research on that page, they found that more than 50% of visitors were browsing through mobile. This information compelled WAV to closely analyze the mobile version of Tiny Tea Teatox. They found multiple optimization opportunities. For instance, the CTA was not prominent, there was no detailed description of the products, and more.

Here’s how the original page looked:

Hypothesis Creation

Since a majority of traffic was coming from mobile in particular, WAV decided to optimize both the desktop and mobile versions of the Your Tea website. They hypothesized that adding a more prominent CTA, along with a detailed description of the product and user reviews would increase add-to-cart from the product page.

Using Visitor Behavior Analysis, they were able to develop their hypotheses further. For instance, by looking into heatmap analysis, they realized that visitors mostly browsed the product description and its benefits.

A large number of visitors also visited the reviews section, thereby making it clear that they were looking for trust elements. WAV decided to add more product information and benefits, along with credible “before and after” images and testimonials to the page. WAV also conducted website surveys and user testing sessions, which confirmed their hypothesis of adding more “credibility proofs” to the page.

The Test

WAV concluded that a full redesign of the product pages could yield better results than a series of incremental improvements from smaller tests. Such a massive redesign required heavy technical work, and WAV used VWO’s Ideact service to create a variation. Below is the screenshot of the control and variation:

Here’s how the Before And After section in the variation looked like:

Here’s the Why Buy From Us section in the variation that aimed to improve the website’s credibility :

Results

With the tests, they tracked two goals, that is, the add to cart conversion rate and the revenue.

The improvement in add-to-cart actions led to an impressive 28% increase in the revenue. In terms of add-to-cart conversions, control of the test was yielding a conversion rate of 11.3% in contrast to the variation which emerged to be the winner with a conversion rate of 14.5%.

Road Ahead

To capitalize on these higher conversions, an optimized checkout experience is required.

The agency could identify that the checkout pages were receiving multiple views from the same visitors. Users were getting stuck in loops around the checkout page. After they identified what to look for, the data from analytics supported it. Currently, they are testing to optimize the mobile experience on parameters such as anxiety and trust signals.

When asked about his biggest learning of the test, Joel responded: “One thing that came out of this test was learning more about the checkout experience—particularly on mobile.”

Experience Using VWO

Joel remarks, “The work of VWO’s Ideact team in setting up the tests on the technical front to help us record users through the checkout experience was invaluable.”

“We loved working with Rauhan and Harinder from VWO. The willingness to go the extra mile and help us get the maximum insight from our tests was fantastic. Having spoken about the features in the pipeline, we’re excited to see what’s to come.”

What Do You Think?

Do you have any similar experiments to share? Tell us in the comments below.

Conversion optimization is both an art and a science. Few digital marketing agencies put it to good use, instead opting to focus in on just the tactics themselves and not necessarily the on-page elements that drive conversions. Conversion Rate Optimization is something we specialize in at Omnicore Agency, as we like to go above and beyond to help our clients see success.

When it comes to conversion optimization case studies, the internet is full of tales of increased ROI and A/B testing success stories, but we do have a few that we like to cite often as these changes are smart and impactful.

Here are five of our favorite conversion rate optimization case studies:

 1. Daily Burn (Former Gyminee)

Tim Ferriss of Four Hour Work Week fame shared an amazing case study that demonstrates the power of Google Website Optimizer. GWO no longer exists in it previous format, as Google transitioned the technology into Google Analytics Content Experiments, which you can get the skinny on here.

Anyway, the great thing about Google Website Optimizer (and any A/B or multivariate testing) is that you can serve up multiple versions of your landing pages to see which one has the stickiness factor that will make the page perform well. In this case study, Tim Ferriss shared a simple yet powerful tip that can easily up your conversions in the double or even triple percentages: eliminate too many choices.

The case study, which features a step-by-step walkthrough on what was tested and each result, demonstrates how having too many choices – or not correctly prioritizing choices – can affect conversions. Backing this test with research, landing page analytics, and the wisdom of copywriter Joe Sugarman (“fewer options for the consumer!”), this example shows that when it comes to constructing a great landing page, it’s all about figuring out what’s most important – and then narrowing down choices so that it’s clear what you want your visitor to do.

Read all about this case study.

2. Highrise

Basecamp’s Signal vs. Noise publication offers a great piece on how multiple A/B tests can turn assumptions on their head while also leading a website through multiple steps to become effective at driving conversions. You see, most websites stop after one A/B test. Few play with multiple combinations to try to really push the envelope or learn something new and valuable.

In this case study, Highrise, a CRM system, started testing long form and short form pages to get a better idea on how to increase sign ups. Then, in the spirit of ensuring that A/B testing could actually be valuable, they started to test radically different things, going from a text-heavy design to a person-focused visual design. It was a big leap – and it WORKED.

Adding a person upped the success of the page 102.5% – a significant jump for any conversion optimization case study. After playing with this variation further, they also found that in general, big photos of real people smiling work to drive conversions, which can further lend to so many marketing thought leaders’ mantras of being human, focusing on emotion, and letting the human experience guide conversions.

Here’s the walkthrough on what they did.

3. Vidyard

We all know that YouTube has fundamentally changed the way we experience the internet, but did you also know that video can boost conversion rates on landing pages by 100%?

In a case study by Unbounce, they decided to explore video and its effect on collecting a page for Vidyard meant for collecting email addresses for future news and its release. What they found is that video can remarkably improve conversions, but what makes this case study great is the further analysis into what about video content makes it work.

Unbounce points out that various types of content can perform at different levels of success and that there are more than just production concerns to take into account when incorporating video into a landing page. We love the data, the explanation, and the exploration of multiple considerations – it’s why it made this list.

Read through it here and you’ll see why it’s a favorite.

4. BuyaKilt.com

This online retailer of kilts shows that when you A/B test – and think about the user experience – you can reap big results. Shared on Visual Website Optimizer’s blog, this case study is all about helping users come to a decision by giving them options.

BuyaKilt.com’s site had a lot of options and a lot of categories to sift through, so they decided to make it easier – and a bit more intuitive – to shop. What they found when they tested product filters on their landing pages was that there was a 76.1% increase in revenue, a 26% increase in conversions, and a 19.76% increase in shopping cart visits.

Although it may seem so fundamental, making your site more in touch with customer decision making processes can mean huge returns. It’s an obvious feature now in today’s ecommerce world, but product filters can be more of a symbol of what it means to really look at your landing page’s function and how it contributes to that driving question of what problem are you trying to solve for the customer.

Find out more about how this case study went down.

5. SEOmoz/Moz

The million dollar landing page case study by Conversion Rate Experts is often cited around the web as one of the best examples of dispelling a landing page myth. The myth in question is that long pages don’t sell. What they found? It doesn’t matter how long your page is – it’s how engaging it is.

In this case study, they tried a redesigned landing page, tested out a new ofter, and then implemented an email strategy for retention, in addition to implementing a whole lot of conversion optimization best practices (seriously, from soup to nuts, video to dynamic copy, this case study has it all). In short, they made one of the most engaging landing pages out there and further demonstrated that we can’t just rely on myths to drive our conversion optimization strategies.

The multi-phase experiment was driven by customer feedback and data, which highlighted key takeaways such as the importance of recording the reasons why visitors don’t convert (and create solutions to match those reasons!), keeping experiments exclusive to a certain segment for bolder and more creative approaches, and the “give before you get” approach works well for the majority of people. What we love about this case study is that it is so creative and thorough that it offers up feedback that ANY site or business can apply in their own landing page tests.

What’s your favorite conversion optimization case study?

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