{"id":113237,"date":"2018-04-12T14:00:59","date_gmt":"2018-04-12T13:00:59","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=113237"},"modified":"2019-10-17T12:43:08","modified_gmt":"2019-10-17T11:43:08","slug":"how-split-testing-increased-a-sales-funnel-conversion-rate-by-41-case-study","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/conversion-optimisation\/conversion-optimisation-strategy\/how-split-testing-increased-a-sales-funnel-conversion-rate-by-41-case-study\/","title":{"rendered":"How split testing increased a sales funnel conversion rate by 41% [case study]"},"content":{"rendered":"<h2><span style=\"font-weight: 400;\">Learn how AWA digital helped Superfi increase conversions by a data-driven header test<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Hifi retailer Superfi came to conversion rate optimisation (CRO) agency <\/span><a href=\"https:\/\/www.awa-digital.com\/\"><span style=\"font-weight: 400;\">AWA digital<\/span><\/a><span style=\"font-weight: 400;\"> wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested <\/span><a href=\"https:\/\/www.awa-digital.com\/how-we-do-it\"><span style=\"font-weight: 400;\">research framework<\/span><\/a><span style=\"font-weight: 400;\"> (see figure below) AWA gathered quantitative and qualitative data, cross-referencing findings to form test ideas.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-113238\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework.png\" alt=\"AWA digital research framework\" width=\"767\" height=\"511\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework.png 767w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework-150x100.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework-550x366.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework-700x466.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/AWA-digital-research-framework-250x167.png 250w\" sizes=\"(max-width: 767px) 100vw, 767px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">It became apparent early on that the website suffered from distracting links, leading people to non-sales funnel pages at key stages of the buying process and in the sitewide header.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">How research feeds ongoing testing<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Among the various research strands used for the project, heat mapping, Google Analytics and survey data stood out as offering some great insights for this test. As well as being able to gather data on how much attention distracting links became, we were also able to discover what was important to Superfi customers when choosing to buy from them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Price came up as a very important motivator, with <\/span><b>52%<\/b><span style=\"font-weight: 400;\"> of surveyed users stating this was a key part to their decision to purchase from Superfi. The hypothesis: the clearance link in the main navigation may need surfacing and distractions reducing.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-113239 size-medium\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-550x104.png\" alt=\"Superfi heatmap\" width=\"550\" height=\"104\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-550x104.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-150x28.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-768x145.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-700x133.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap-250x47.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-heatmap.png 1236w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<h4><span style=\"font-weight: 400;\">Key research themes that fed this test:<\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">52% of users stated \u2018price\u2019 as being the major influencing factor to buying form Superfi<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The clearance link was one of the most clicked on links, yet demoted to the far right\u00a0(see heat mapping above)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Popular links in the header opened in the current tab, leading people away from the sales funnel<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Search was the most used part of the header (see heat mapping above), but copy was unintuitive and the CTA button did not stand out<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Heat mapping also showed us \u2018Shops\u2019 link got attention, indicating an interest in Superfi as a high street retailer; this test aimed to gauge the impact of making this a part of the value proposition<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Trust Pilot: Users told us the average 9.3 rating could be seeding doubt. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The header is a sitewide element and therefore highly exposed to traffic<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Test hypothesis:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Because analytics data and heat mapping show us that important elements in the header are having to compete with distractions and copy that could be harming trust, we believed that outweighing distractions with links and copy that support sales will increase conversion rate.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Control vs Variation<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Given the websites\u2019 traffic levels, we decided to combine various changes to test one focused hypothesis.<\/span><\/p>\n<p><b>Control: <\/b><span style=\"font-weight: 400;\">The control header\u2019s search bar and clearance page link had to compete with various distractions, taking users away from important pages. According to users, the Trust Pilot rating was causing potential doubt, with it's <\/span><i><span style=\"font-weight: 400;\">\u2018not quite 10<\/span><\/i><span style=\"font-weight: 400;\">\u2019 rating.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-113240 size-medium\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-550x89.png\" alt=\"Superfi control\" width=\"550\" height=\"89\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-550x89.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-150x24.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-768x125.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-700x114.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control-250x41.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-control.png 1557w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p><b>Variation:<\/b><span style=\"font-weight: 400;\">\u00a0The test variant tipped the balance in order to give more prominence to elements more important to conversion. Popular links opened in adjacent tabs rather than new ones, allowing the user to keep their current place in the sales funnel. Trust Pilot now mentioned <\/span><i><span style=\"font-weight: 400;\">\u2018over 4000 glowing reviews\u2019<\/span><\/i><span style=\"font-weight: 400;\"> instead of a rating less than 10\/10 with the aim of eliminating doubt. The all important clearance link was moved to the far left of the navigation and the search bar was given a more striking call to action button and strong, intuitive placeholder text.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-113241 size-medium\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-550x92.png\" alt=\"Superfi variation\" width=\"550\" height=\"92\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-550x92.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-150x25.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-768x128.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-700x117.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation-250x42.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/04\/Superfi-variation.png 1555w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Google Optimize<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The testing platform we used was Google Optimize, integrating seamlessly with Superfi\u2019s analytics account allowing AWA digital to segment data in various ways to back up their hypothesis and establish that this test was indeed a clear win.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Optimise enabled us to use Superfi\u2019s standard GA ecommerce reporting in order to report on conversion rate, revenue per session and average order value, all of which were lifted significantly as a result of this test.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Outcome<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For a relatively small amount of simple changes, this test showed very satisfying results:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Control: <\/span><b>0.49% <\/b><span style=\"font-weight: 400;\">CR<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Variation:<\/span><b> 0.59%<\/b><span style=\"font-weight: 400;\"> CR<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conversion rate uplift: <\/span><b>20.4%<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Revenue uplift during test period: <\/span><b>41%<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Confidence level:<\/span><b> 100%<\/b><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Lasting impact<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once a win was established, Superfi set the traffic balance to 100% seeing the winning variation until the changes could be implemented by their development team. This, combined with other test wins, is now showing a clear and lasting impact to ecommerce conversion rate, overall revenue and revenue per visitor, all visible in the Google Analytics account.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Conclusion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Whilst complex architectural overhauls are not to be overlooked, this simple bundle test has shown a significant change in user behaviour, conversion rate and revenue for Superfi. By moving a link in the navigation and adjusting some short pieces of copy, they have not only increased conversion rate but demonstrated the impact that some small yet highly visible changes can have.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you would like to improve your online revenues by using CRO, please contact <\/span><a href=\"https:\/\/www.awa-digital.com\/\"><span style=\"font-weight: 400;\">AWA digital<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"postauthor\">Thanks to Jonny Green for sharing their advice and opinion in this post. Jonny is an optimiser, at AWA digital, with 12 years experience in using data to increase online revenue. He has a particular interest in re-framing value propositions and has delivered many significant wins from simple but powerful changes.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn how AWA digital helped Superfi increase conversions by a data-driven header test Hifi retailer Superfi came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested research framework &hellip;..<\/p>\n","protected":false},"author":344114,"featured_media":113252,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[381],"tags":[1455],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How split testing increased a sales funnel conversion rate by 41% [case study] | Smart Insights<\/title>\n<meta name=\"description\" content=\"Learn how AWA digital helped Superfi increase conversions by a data-fed header test\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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