The Sweater Shop - CRO Case Study

THE CHALLENGE

The Sweater Shop is an Irish family business that opened in 1986. A new site was launched in July 2020 and conversion rate started declining. Our Conversion Rate Optimisation (CRO) team audited the site, and made a number of observations to improve the customer experience of the new site. Conversion rate stood at 1.78% for Q1 of 2021 - As part of a performance-based project, our CRO team aimed to increase the conversion rate by a minimum of 10% over a 4 month period.

OUR STRATEGY

As part of a four month optimisation strategy, we set out a schedule of monthly A/B optimisation tests. By testing each of our observations we are able to measure uplift more precisely, and help prioritise any development updates to be made.

Our CRO team used qualitative and quantitative analysis to identify issues with the website and checkout funnel. From these findings, a prioritisation test plan was created, with a number of A/B tests running every month.

The following tests were set up for the first month:

Test the impact of desktop sticky header navigation on sales
Test the impact of mobile sticky header navigation on sales
Test the impact of new CTAs in the homepage banner on sales

INNOVATION USED

We created a set of A/B tests (one for mobile and one for desktop) to measure the impact of sticky navigation on revenue. The hypothesis being that ‘By making the header navigation, shopping cart, and search field - sticky across devices we will improve site engagement, entice more users to search, and increase conversions.’ These tests measured the impact on product searches that led to conversions and the impact on cart engagement.

The test set up on the homepage banner focused on sustainability messaging, which is an important value for many consumers. The new banner tested the impact of new CTAs on site engagement and transactions.

BUSINESS GROWTH

This first round of tests which focussed on customer engagement increased conversion rate by 13%, bringing the conversion rate up from 1.78% to 2.02% - so we bypassed our target in just one month! This equates to an annual revenue uplift of €92,975. We aim to increase the conversion rate by 20%, bringing the conversion rate up to 2.94% and creating an extra €140k in annual revenue.

These results are from our first month of a four month optimisation plan. We will progress with our optimisation plan and gather the total impact of our tests and results. This case study is to be continued...

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Projected Annual Revenue Increase

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Conversion Rate Uplift

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Monthly Increase after one month testing

What our clients say

Don’t just take
our word for it

"Thanks very much for the updates with the project, we are delighted it seems to be working really well! We are really happy with it and hopefully we will be getting continued great results upon completion!”

PB

Paul Byrne

CEO of The Sweater Shop

Selected work