We pinpointed the problems
Initially, it was hard to see where improvements could be made, as the site was relatively well optimised and had a higher than average conversion rate. 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.
We made key changes
Over the last ten years, we have run thousands of split tests and helped put millions on the bottom line for clients like you. If you’re interested in driving growth and profits from your website, please ask for a consultation.
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| BEFORE | AFTER |
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| BEFORE | AFTER |
We improved product details
Content was restructured and presented in a more useful way. Extra photographs were also included to show key features. At first this was done only for the top twenty bestsellers, and then gradually rolled out to all products.
Phenomenal sales uplifts
To find out whether the new web pages were an improvement on the old ones, each one was split tested. Half the visitors to the website saw the old page and half saw the new page. No visitor was aware they were in a test.
| TEST 1 - Changing the drop down menu ......................................... | 12.9% uplift |
| TEST 2 - Changing category names .................................................. | 7.2% uplift |
| TEST 3 - Reducing sub-categories ..................................................... | 5.9% uplift |
| TEST 4 - Changing ‘out of stock’ messaging .................................. | 5.7% uplift |
| TEST 5 - Adding relevant extra photos ............................................ | 11.95% uplift |
| TEST 6 - An improved structure for product copy ...................... | 36.7% uplift |
Individually, these tests add up to an 80.35% sales uplift, with a compounded result over six months of 107% increase.
"Working with AWA digital has been a very enjoyable experience and I believe will be very profitable for the long term."
Rod Taylor
Cox & Cox
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