Winner CIM Best Agency NI
Sliderobes Case Study
How Innovative Optimisation Increased Lead Conversion Rate by 108%
Introduction
Sliderobes are specialists in fitted sliding wardrobe doors and storage. They offer customers creative solutions to their storage problems, with an end-to-end service through design, manufacture and installation.
Visitors to the Sliderobes website can view the range of sliding wardrobes, register for a product brochure, book a design appointment with an expert designer and find their nearest showroom.
PRWD were engaged to work with the internal team at Sliderobes to guide and implement an ongoing testing programme, using our proven Six Step Optimisation Method, which would both increase key performance metrics and create opportunities to learn how current customers were behaving online.
The optimisation programme that followed focussed on increasing lead volumes through brochure requests and design appointments booked on the site, through both iterative and innovative testing.
What We Did
To kick off the optimisation programme we ran a two day collaborative workshop with the key stakeholders from across the business, including their Managing Director. Through this we were able to immerse ourselves in Sliderobes data, insights and first-hand knowledge from the team. This allowed us to understand customer insights from an internal view and to identify any knowledge gaps or areas to improve upon. It was also very important to understand the business challenges and targets, interdependencies between departments and how the business worked day-to-day so we could integrate with the team and focus our efforts in places we were best equipped to add value.
PRWD then undertook the following activities to gain invaluable business and user insights:
- PRWD Conversion Evaluation Walkthrough
- Deep dive Google Analytics Evaluation
- Analytics Configuration Improvements
- Remote User Research
- Becoming the Customer shadowing a design appointment visit to a potential customer
The research uncovered:
- Customers needed more information around the logistics of the design appointment
- Persuasive elements such as customer reviews and testimonials could be more prominent
- The website experience was lacking in personality and inspiration
- There were significant opportunities to increase both brochure and design appointment requests
A/B Testing
The next step was to gather all the insights from user research, data and the business; document the insights as hypotheses and prioritise them in terms of likely impact, their importance and the resource required to deliver the tests.
Here are just a few of the iterative and innovative hypotheses for tests we ran during the first six months of the Sliderobes optimisation programme:
- By reducing a three step design appointment form to one single page with the addition of persuasive messaging, visitors will be more likely to complete the form, therefore we will see an increase in design appointment request conversion rate
- By re-designing the homepage to include persuasive copy, customer focused content and new inspiring photography, visitors will be more motivated and engaged, therefore there will be an increase in design appointment request and brochure requests (see case study below)
- By simplifying form completion and improving page clarity by ‘de-cluttering’ the page and removing non-essential content we will see an increase design appointment requests
Optimisation Programme Results
Overall Impact
During the first 12 months since the optimisation programme began:
- Customers needed more information around the logistics of the design appointment
- Persuasive elements such as customer reviews and testimonials could be more prominent
- The website experience was lacking in personality and inspiration
- There were significant opportunities to increase both brochure and design appointment requests
Brochure requests conversion
rate increased by
108%
*
* data taken from Marketing Monthly Report – Dec 2014, comparing Jan Brochure Request CR (2.4%) to Dec Brochure Request CR (5%)
Cost per lead decreased by
48%
**
** data taken from what was provided by Niamh on 9th September 2014 – “Our lead acquisition costs have dropped 48% from £72.73 per lead August 13 to £38.03 per lead August 14”
Highest value lead type
(design appointment plus brochure request) conversion
rate increased by
92%
***
*** data taken from what was provided by Niamh on 9th September 2014 – “+92% increase of T2 – brochure with a design appointment (I put this down to CRO activity and the upsell of the design appointment)
* data taken from Marketing Monthly Report – Dec 2014, comparing Jan Brochure Request CR (2.4%) to Dec Brochure Request CR (5%)
** data taken from what was provided by Niamh on 9th September 2014 – “Our lead acquisition costs have dropped 48% from £72.73 per lead August 13 to £38.03 per lead August 14”
*** data taken from what was provided by Niamh on 9th September 2014 – “+92% increase of T2 – brochure with a design appointment (I put this down to CRO activity and the upsell of the design appointment)
Test Case Study: Sliderobes Homepage Redesign
18%
Increase in brochure requests
9%
Increase in design appointment requests
Based on a range of sources including user feedback, analytics, in-house ideas, previous test data and an expert evaluation, the homepage was identified as an opportunity to convert more visitors into requesting a brochure or booking a design appointment.
Hypothesis
By re-designing the homepage to include persuasive copy, customer focused content and new inspiring photography, visitors will be more motivated and engaged, therefore there will be an increase in design appointment request and brochure requests.
What We Did
- We designed an experiment aimed at instilling confidence in visitors who land on the homepage to encourage them to book a design appointment.
- The new variation ensured the Sliderobes proposition was clearly visible via a USP bar and a clear and prominent design appointment call to action was implemented to highlight this action. The rest of the page design was developed to provide a range of content aimed at persuading visitors to book a design appointment, including customer stories, browse by popular style and clarity around the ‘3 easy steps’ process which we knew was a customer concern.
Results
18%
Increase in brochure requests
9%
Increase in design appointment requests
Key Learnings
- The new variation of the homepage has had a positive impact on both brochure requests and design appointments.
- We also learnt that providing visitors with more context with regards to where the design appointment takes place helps to answer one of their concerns about the logistics of design appointments. One of the changes on the homepage was changing the wording from ‘Free inhome design visit’ to ‘Talk to a designer’. The original description outperformed this copy change with higher click-throughs. Reflecting upon this result, it was clear that the original copy was clear and succinct in describing that the appointment would take place in the customer’s home, whereas ‘talk to a designer’ was less descriptive of the process and not representative of the goal we wanted visitors to complete on the site. This insight was carried through to further copy tests on the website.
