At Nabler, we offer a variety of retainer-based engagements to our clients, and one of our most demanding retainer-based engagements by the small and mid-sized retailers and brands is the Conversion Audit of their online businesses. Recently, we were approached by a pure-play Home Furnishing store in Illinois, United States to conduct a Conversion Audit of its website, and find the root cause for the consistent decline in the revenue and conversion rate.
Nabler helped a US-based apparel brand optimize its investment on Adobe SiteCatalyst with a well-investigated re-implementation strategy and user training through our unique Digital Analytics Evangelization Program. This helped all the client’s teams get better and more relevant results and insights from SiteCatalyst, thereby increasing the tool usage and website effectiveness.
To help the client in determining the possible root causes, we followed our standard Conversion Audit Process, which comprises of the following set of core activities that our Consulting Team performed:
An end-to-end Conversion Audit Process by our Consulting Team can take anywhere between three to four weeks depending on the complexity of the website, nature of the client’s business, frequency of site upgrades, type of consumer segments, the current optimization process and most importantly, the participation from the client’s Business and IT Teams.
During the Conversion Audit of the client, we got active participation from Marketing, Content, Merchandising, IT and Process Teams, and because of their timely inputs, we were able to nail down the potential root causes for the consistent decline in the revenue and conversion rate.
Here are the seven reasons we identified out of which, the top three were the major contributors to the consistent decline in the revenue on the website:
The entire optimization process took three months, and all the changes were made in a consecutive fashion on the website with an average gap of two weeks between each optimization. We saw a lift of 14% in the revenue after 60 days once the top 3 items were taken care off. The remaining lift of 9% came after 45 days.Download the Case Study