Case Study

Case Study: Conversion Rate Optimisation In The Stationery Retail Industry

Paperchase | Retail Sector | AWA client since 2012

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Paperchase

Paperchase is the UK’s no1 retailer for exciting and innovative stationery, greetings cards and gifts, with over 100 outlets and concessions in House of Fraser, Waterstones and Harrods.

Head of Ecommerce Adrian Spence said, “We work hard to attract visitors so we have to maximise their spend and make sure they have a positive buying experience.”

Much of the merchandise is exclusive to Paperchase, and the company constantly launches new collections. “It is important that our customers can find what they are looking for and make their purchase quickly and easily” explained Adrian.


The Brief

We were chosen to help them improve their users experience on the website, as well as conversion rates due to our deep understanding of intricate and mobile CRO, which the client hoped would unlock even greater potential for their site and grow the revenue achieved through their new and returning users.

We helped them achieve their 40% Year on Year growth rate – for further information, see here.

What we did

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We found the weak areas

AWA conducted intensive research and analysis to find out where improvements could be made. Four ‘hot’ areas were identified as being ripe for improvement.

  • Product page
  • Basket page
  • Promotions
  • Mobile devices

We improved product details

Several new web pages were designed to take advantage of the opportunities discovered. Each one was split tested with half of all visitors to the website seeing the old page and half seeing the new page. No visitor was aware they were in a test.

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We created phenomenal sales uplifts

Each test contributed to the overall sales increase, with individual results as follows:

TEST 1 – Simplified mobile navigation  …………………………………… 6% uplift
TEST 2 – Reassuring trust elements at checkout  …………………. 5% uplift
TEST 3 – Fixed Internet Explorer 8 display issues  ……………….. 4% uplift
TEST 4 – Increased prominence of guest checkout  ……………. 4% uplift
TEST 5 – Cross Sells and Upsells  …………………………………………….. 2% uplift
TEST 6 – Increasing image size  ………………………………………………… 2% uplift

These six tests added up to a 23% sales uplift over six months.

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“It has been a hassle-free and easy experience for us. We got back £51 in extra sales for every £1 we spent with AWA.”

Adrian Spence
Paperchase

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