Conversion Optimisation Case Study

The Brief

To improve the conversion rate (CR) of the Unique Log Cabins website. The ‘bounce rate’ (ie the number of people who visit the website, look at just one page and leave) was just under 40%. This is a relatively low (good) figure so the issue was clear – people were interested in the site and the products but not enough people were buying them. Marketing Labs’ goal was to help ULC improve their conversion rate.

The Solution

The solution was big. But a big part was looking at ULC and their industry competitors, every website had too many options spread across too many pages and too many fields in the shopping basket. Trying to order a cabin was a challenge and by stripping out many of the unnecessary extra options (paint, preservatives, flower baskets, names plates, lights, alarms, padlocks etc) we managed to get all options to appear on just one page.

%

Conversion Rate Increase

%

Bounce Rate Decrease

%

Revenue Increase

%

Traffic Increase

Unique Log Cabins is an internet business selling home garden offices and log cabins – they have no physical site, shop or showroom. Marketing Labs began helping them with their website in May 2016.

The conversion rate is a key e-commerce metric measuring the % of your visitors that ‘convert’ – in most cases, this translates into making a purchase from your website or calling your phone number and completing a transaction. CR is calculated over a given period as follows:

Number of conversions
–——–——–——–—  x 100
Number of visitors

Through various means you can get traffic to your website but if these visitors are not purchasing or meeting other conversion ‘goals’ then you are either attracting the wrong type of people or you are getting people who are interested but they are not buying from you. This was the issue Unique Log Cabins were having.

The ‘bounce rate’ (ie the number of people who visit the website, look at just one page and leave) was just under 35%. This is a relatively low (good) figure so the issue was clear – people were interested in the site and the products but not enough people were buying them. Marketing Labs set about helping ULC improve their conversion rate as follows.

Work undertaken

  • Identifying the pages where the majority of people were leaving the website
  • Changing some of the navigation structure so that it was easier to find the best selling cabins
  • Modifying Pay-per-click (PPC) to take people to much more targeted pages rather than the home page or a general category
  • Making the ‘Customise & Buy’ options much simpler and the basket options as minimal as possible

Perhaps the most significant change was the last one. Looking at ULC and their industry competitors, every website had too many options spread across too many pages and too many fields in the shopping basket. Trying to order a cabin was a challenge and by stripping out many of the unnecessary extra options (paint, preservatives, flower baskets, names plates, lights, alarms, padlocks etc) we managed to get all options to appear on just one page.

Example of the simplified order page:

We also managed to strip back the number of data questions in the shopping cart section and added a ‘quick address’ look-up system.

All of these changes made the actual process of ordering a log cabin so much easier. According to the CEO of ULC, “the changes had an almost instant impact on the amount of orders we were receiving – we wish we had done this earlier and not simply copied the way our competitors had set-up”.

Contact us to see what our experienced team can do for your conversion rates

Pin It on Pinterest