Corgi Homeplan
Conversion tracking, CRO, UX and UI
The following conversion rate case study shows how we improved value proposition messaging and user experience helping Corgi HomePlan grow online sales both on mobile and desktop. This work won us an industry award.
Key metrics in this case study are:
The Problems We Uncovered
One of the biggest problems on the website was that visitors didn’t understand a lot of Corgi’s value proposition and many of the main reasons to buy Corgi’s services were not being clearly communicated.
There were also issues with the way Google Analytics was tracking visitor behaviour on the website which needed to be resolved so we could fully understand and measure interactions.
There were points in the conversion journey with large drop-off rates. Visitors were abandoning their purchase at later stages of the journey and we needed to work out why.
Language that was being used by customers wasn’t reflected on the website, so copy needed re-writing to be more customer-focused.
Lastly, the overall visual hierarchy of the website needed to be improved, especially on mobile where lots of important information and calls to action were either being missed or ignored.
What We Did
We used qualitative and quantitative conversion research methodologies to learn more about:
We used the insight from our extensive research to build a programme of changes to improve the website copy, the user experience, the overall usability of the website and the communication of the client’s value proposition.
We A/B tested our changes so we could measure the impact in a controlled environment to see if our change had actually grown the client’s business.
The Result
Our changes improved the user experience on the homepage, the comparison page, product pages and the checkout, with consistent increases in conversion rate for all device types.
Key metrics we’ve improved are:
Our work has helped us gain a deeper understanding of the way customers think about and purchase this service and that can now be fed into Corgi’s future marketing communications and customer onboarding activity.
Gaining a better understanding of CORGI’s visitors through data-driven research and A/B testing has helped us make better decisions about where to focus our energy and the client’s development budget.
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