Petstop - CRO Case Study

THE CHALLENGE

Petstop is a leading pet supply retailer in Ireland. In November 2020, we launched a campaign to improve customer experience and increase conversion rates. A CRO audit conducted on the site pinpointed a number of opportunities for conversion optimisation and improved user experience. From these recommendations a series of A/B tests were launched to measure the performance of our findings. One of these recommendations was to entice the higher volume of mobile visitors to search the website.

Our objectives were:

Entice more mobile visitors to search the site, by making the search field more accessible.
Run tests for two weeks and track:
Search bar requests;
Impact on sales and overall revenue.

OUR STRATEGY

From Google Analytics we saw that only 8% of mobile visitors were using the search bar. Generally, visitors who complete an onsite search have a greater chance of converting. To entice more mobile users to search, we exposed the search bar and made it sticky, so that it sat just beneath the header, making it accessible from anywhere on the page.

This new variation was tested against the original version in an A/B test, meaning that 50% of mobile visitors saw the version with the sticky search box and 50% saw the original version.

INNOVATION USED

We used a combination of Google Analytics and heat mapping and user flows to identify opportunities for conversions for Petstop's customers.

By using our powerful testing software VWO, we were able to split test these insights to measure uplift and discover the winning variation. A/B testing allows up to measure success and uplift without making any changes to the site beforehand.

BUSINESS GROWTH

The new search bar resulted in an 8.5% uplift in search bar requests, and had a confidence level of 99% as being the winning variation. Additionally, there was a 10.6% uplift in clicks on the search field indicating an overall increase in user engagement.

In terms of revenue, an extra 76 sales were generated from the visitors who used the sticky search bar to locate their products, resulting in an increase of €3,026 for the test period. This equates to an additional €36,312 annually for Petstop!

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In Search Bar Requests

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Engagement With Site Search

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Extra Annual Revenue

What our clients say

Don’t just take
our word for it

"Working with Wolfgang Digital has been a game-changer for Petstop. Their expertise in performance marketing and data-driven strategies has significantly boosted our online visibility, driving both traffic and conversions.”