Problem

As the site was relatively well optimised and had a higher than average conversion rate Cox and Cox weren’t sure of the results that could be achieved.  But they still believed that  ‘money was being left on the table’.

Results

“Initially, it was hard to see where improvements could be made”

The AWA team began by researching the site in depth, using a variety of analytical and qualitative techniques. This soon revealed two key areas to focus on: the navigation and the product pages. Additionally customer research revealed the importance of compelling product copy written in the language of Cox and Cox’s core customer.

Six tests later and we had generated an increase in sales of 107%, with one copy test delivering a 37% uplift. The ROI from this programme is ‘no doubt’, according to Rod Taylor, MD of Cox and Cox.