CarComputerExchange
Challenge
How We Increased Car Computer Exchange Sales Conversion Rates By 154.98% & Revenues By 46.73% Per Month In this conversion rate optimization case study we’ll go over the steps that lead to a: 46% increase in eCommerce revenue 154% increase in eCommerce conversion rate, and 111% increase in transactions Learning Objectives: How does removing distractions on Product Detail Pages impact the engagement and sales conversions? Experiment Summary Conversion Objectives: Micro Conversion Increase CTR from Product Detail pages to Cart Page on CarComputerExchange.com Macro Conversion Increase Sales Conversion Rates on CarComputerExchange.com The Challenge Reaching a 2% benchmark in conversion rates Many eCommerce businesses fail because they don’t know how to generate traffic or because their product isn’t competitive. But that wasn’t the case with Car Computer Exchange. The founder, a seasoned entrepreneur who had already started several online businesses generating over $1 Million in annual revenue – knew what he was doing. What he didn’t know was how to optimize his website to generate the greatest return on his investment. With annual sales conversion rates at 0.53%, Car Computer Exchange was far below the 2% to 4% standard for his industry. Using our proprietary IIEA framework we were able to uncover opportunities to increase sales conversion rates 154.98% and revenues by 46.73% per month.
Solution
Primary Insight: We ran a customer survey and identified that the top 3 things influencing purchasing decisions were, #1 Price, #2 Guarantee/Return Policy, #3 Speaking to a customer service person, in that order. Primary Hypothesis: If we eliminated distractions and focused users’ attention on the most important details about the product then CTR to add cart would increase. IIEA Step 1 Gather Insights From our analysis, we uncovered three important insights Insight #1 | Leveraging heatmap data and user session recordings, we learned what information and content paying customers were reading before making a purchasing decision. Insight #2 | We ran a customer survey and identified that the top 3 things influencing purchasing decisions were, #1 Price, #2 Guarantee/Return Policy, #3 Speaking to a customer service person, in that order. Insight #3 | We noticed many people clicking off the product detail page to the “makes and models” items, which gave us an indication that visitors had hesitation about their selection because they can only arrive at the product detail page by correctly selecting your car. IIEA Step 2 Hypothesis Ideation Based on the findings, we formulated our primary and secondary hypothesis for the experiment. Primary Hypothesis: If we eliminated distractions and focused users’ attention on the most important details about the product then CTR to add to cart would increase. Secondary Hypothesis: If we increased the urgency of making a purchase then sales conversion rates would increase. IIEA Step 3 Experiment Creation For this experiment, we created an optimized variant of the product page layout and design in an attempt to increase add-to-cart clicks. Some highlights of the experiment variation include: Adding a countdown timer to increase urgency of sale items Showcasing insurance with a Most Popular option in the center Raising important information about the product higher up on the page Improving trust and authority Eliminating sidebar navigation IIEA Step 4 Analysis After running the experiment for approximately 30 days, our hypothesis was proven TRUE with a 100% confidence level that experiment results will continue.
Results
Increase in Sales Conversion Rates 154.98% Increase in Transactions 111.03% Increase in eCommerce Revenue 46.73%
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.