Conversion Rate Optimization Case Study

51% Increase in Conversion Rate for an E-Commerce Website

About the Client

Our client is an e-commerce store that sells all kinds of offbeat products, ranging from new-fangled gadgets to gifting options. They specialize in lifestyle-oriented trending items which are exceptional and unique. These are sourced from multiple vendors and sold through their website.

The Challenge

The client was experiencing a dip in sales despite having considerable traffic due to a very high bounce rate. Our main goal was to identify and rectify the leak in the funnel, along with improving the overall UI/UX experience.

Our Approach

We started our conversion rate optimization process by doing an extensive analysis of the website UI UX. We found discrepancies in product descriptions, inconsistent CTA and missing links among other bugs and opportunities to enhance the user experience.

We then did a deep dive into their catalogue and consequent target group via Google Analytics and found the following:

1. They have an extensive portfolio of products catering to several different segments across multiple age groups. The primary target group was Women between the ages of 25-44, with most of the users being family focused value seekers with an interest in lifestyle categories.
2. Though majority of the traffic was coming from mobile, bounce rates were quite high with low conversion rates on mobile. However, the number of pages viewed were very high and the time spent per session was nearly three times on the desktop. On mobile, 88% of the customers were viewing products but less than 1% were finally transacting. On desktop, 21% customers were abandoning the website without even viewing a single product.
3. Revenue generated by returning users was 74% while 40% of the traffic was coming from new users.
4. Average order value (AOV) per customer was slightly higher in case of returning users but the growth rates from orders were showing a declining trend for both new & returning users.
5. Organic search, paid search & emails contributed to high conversion and high revenue per session.
6. Big funnel leakage from traffic to transactions – Only 1.1% of the traffic was leading to final transactions; ~3% transactions were breaking off between checkout and transactions. Pages with the highest value had a higher-than-average load time & significant bounce rates.
7. We also found issues on the form where users were entering their contact information.

Conversion Rate Optimization Process

After the above analysis, we put a focus on fixing bugs and glitches on the website to reduce the bounce rate and increase conversions. These included:

1. Proper grouping and categorization of products
2. Adding detailed descriptions and photos to enhance customer knowledge base
3. Ensuring consistency in product display and descriptions
4. Highlighting bestsellers
5. Fixing broken links

Further, we realised that improving the user experience on mobile had to take precedence basis our Google Analytics audit. The bounce rate was particularly high with larger screen sizes, such as those of Apple with screen size 2k x 2k, therefore the site needed to be optimized for these devices on priority.

With the majority of users being new users, it was important to increase their engagement level. Thus, we recommended the following changes to the client:

1. Add more detailed descriptions and images to the bestselling products
2. Add a ‘Contact Us’ page to increase consumer trust
3. Improved website layout
4. Reduced load time of the pages with the highest value, such as checkout
5. Make the CTA uniform and consistent across the website

We further advised the client to focus on new customer acquisition and invest in Ecommerce SEO to increase the organic traffic and revenue.

Results

51% increase in Conversion Rate
12% increase in Overall Revenue