CRO Case Study: Paperchase

Sector: Retail (stationery)
AWA Client Since: 2012
Key Result: 23% Sales Uplift in six months

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.”

Customer 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.

Finding 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

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.

P-cross-sells.png   P-new-nav.png
NEW CROSS SELLS NEW NAVIGATION

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NEW TRUST ELEMENTS AT CHECKOUT

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.

Adrian Spence said, "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".

What to do next…

1. Download free CRO resources

Access our helpful free guides on all aspects of CRO from the mysteries of Universal Analytics, to web copy, usability, split testing and more. Or sign up for our 11 helpful tips; two weeks of CRO golden nuggets, sent straight to your inbox.

2. Buy ‘E-commerce Website Optimization’ 

Amazon business book, co-written by AWA’s CEO and COO, Dan Croxen-John and Johann van Tonder. Buy on Amazon

3. Call us and ask how we would optimise your site

What help do you need? A little extra resource to help your team code up split tests faster, or make sense of analytics? Or a full service optimisation agency, able to handle international websites? Just call 020 7887 2695 and ask for a quote.