We gathered behavioural insights, website and digital campaign performance metrics and, based on this data, we put together 3 proposed changes to key pages on the website.
We utilised a/b testing to compare the performance of new vs existing pages. These 3 changes focused primarily on 3 main psychological levers: usability, motivation and trust.
Data: We identified that users were having difficulty locating products 'on one of the main and top-visited category pages of the website. Despite utilising a mega-menu function, where different product types can be selected, users were not sure what the names of each product type meant. This led to users visiting product pages to look at different product pages.
Hypothesis: We devised a theory that if we made the experience straightforward for users by allowing them to quickly see images of each product category, it would encourage more users to find what they are looking for easily and quickly, eventually resulting in users making a faster conversion.
Result: A 30% increase in conversion rate which resulted in £6k in extra revenue during the testing period
Data: During the research phase of this test we found that a large proportion of users drop off after landing on a product page and viewing a specific product.
Hypothesis: Despite a more considered approach to purchasing luxury goods, we believed that reiterating product & brand USPs on product pages could increase the website’s conversion rate.
Result: A 47%+ increase in conversions, resulting in a £15.6k revenue uplift during the test period.
Data: The Digital PR team achieved great coverage in popular and highly sought-after publications. From visual intelligence and attention data, we know that the top 20% of the homepage is where most users pay attention and engage.
Hypothesis: To leverage social proof, we leant on the coverage achieved from the efforts of our digital PR team, highlighting the publications in which ASTB feature in this section of the homepage. We theorised that this would position And So To Bed as a credible and trustworthy brand, driving conversions.
Result: A 44.68% uplift in conversions and more than £7k in extra revenue while the test was live.