By making the “Add to Bag” button more prominent on Product Pages, we increased yearly revenue by 1.4%
CRO
Yearly Revenue increase of 1.4% For every €1 invested in this CRO change we returned an extra €890 in revenue.
Intersport Elverys is Ireland’s oldest sports retailer. In November 2020, we spearheaded a strategy to improve customer experience and to improve the website conversion rate.
After an initial audit was completed on the site, a number of opportunities were identified to improve the user experience of the site and to increase revenue. A number of A/B tests were designed, and goals created to measure and track the performance of our recommendations. The first of these tests was to measure the impact on revenue by making the ‘Add to Bag’ button more prominent.
Our objectives were:
The existing Add to Cart button was not visible until a customer had selected a size and quantity. We proposed that the button be made visible, but inactive to indicate to customers that the product was in stock and to emphasis the presence of the main CTA.
The button was made visible across all product pages for one week while we tracked how this change impacted the number of products that were added to cart and the revenue for that week.
With a combination of data insights and remote user testing we were able to identify very clearly opportunities for keeping Elverys customers in the conversion funnel. Along with Google Analytics and heat-mapping, we undertook remote user testing on mobile devices with real customers to identify why users were dropping of in particular parts of the purchase funnel.
The new button increased add to cart events by 1.5%.
Forecasting to 2021 with YOY data this means and additional 10,036 products purchased and increase of 1.4% of yearly revenue from this one conversion optimisation test alone.
For Elverys, every €1 invested in this test we returned an extra €890 in revenue.
+1.5%
Add to Cart Events
+10,036
Extra Products Purchased Annually
+1.4%
Increase on Yearly Revenue
