The client was struggling with a significantly high exit rate of over 75% on their top selling webpage product category, i.e., “Speakers”, and wanted to bring this number down and improve the conversion rate for the “Speakers” product category in the online electronics retail website.
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.
Nabler’s web analytic consultants started auditing the entire website performance. We started analyzing and identifying the problem areas in designing techniques, usability, and call-to-action buttons to increase ecommerce website conversion rates.
We started with evaluating and auditing the layout and the individual elements of the page on the basis of the following key factors that add to the success of an e-commerce website:
After the initial evaluation was done, we created a few hypotheses based on which we defined our control and experiments:
After the hypothesis was created, we performed quantitative data analysis using the Google Analytics tool, and identified the sample test audience for the upcoming tests. We then defined the control and alternative content variations and conducted multiple A/B Tests and Multivariate Tests to determine the winning web page layout.
Overall, we conducted seven tests including, five A/B Tests and two Multivariate Tests over a period of 10 weeks, and noticed incremental improvements with each test we performed. At the end of 10 weeks cycle, we noticed the following improvements: