Various tests were run successfully while I worked with SleepEasy including:


  1. Adding clear '30 Day Free Returns' messaging to the product page, providing a 5% improvement in conversion rate, but also a 3% improvement in average order value.
  2. Adding 'Free Express Shipping over $60' on their US site which achieved an amazing 33% increase in conversion rate
  3. Changing 3 icons on the product page from being Feature led to Benefit led, resulting in a 10% improvement to conversion rate.


And finally, I decided to test some messaging around Klarna and its introduction to the product page. 2 variants were chosen, a more default option which read 'Buy Now, Pay Later' and a company mission-focused message 'Sleep Now, Pay Later.'


The mission-focused variant beat the control by just 2.7%, but the generic Klarna version actually performed 7% WORSE than the control.


So a slight improvement was achieved, but the company avoided a 7% drop that would have occurred if they'd followed 'best practise' and simply added Klarna to the page in its generic form.

The Challenge

SleepEasy wanted to improve the conversion rate of its website, and the average order value, in order to offset high acquisition costs and low average order values.


As the product claims to help with some health issues such as neck pain, shoulder pain, and insomnia, the challenge was to improve conversion rates by convincing site visitors that this genuinely was a great product that would help them as it had done for thousands of others, without overstating claims and making the product seem too good to be true.

The Process

My process starts with research:



  1. A full review of Google Analytics to identify where blockages appear in the customer journey
  2. Review heatmaps in tools such as Hotjar to see how site visitors are interacting on pages where those blockages occur.
  3. Running on-site surveys such as Exit Intent, to discover why customers are abandoning the site
  4. Customer interviews, One to One where possible, to get detailed, qualitative insight as to what customers like and don't like about the website, about competitors, and why they buy from the stores they choose to spend their money with.


This feeds into a testing pipeline (and prioritisation process), as well as identifying areas for quick wins, such as bugs on certain browsers that are fixable and don't need testing.


Then we move into an ongoing Testing & Iteration phase.


This involves working alongside designers & developers to design the tests, QA them to ensure they work properly and don't have any unintended negative impact on the website and set the test live.


Once the test has hit statistical significance with a minimum number of site visitors, the test is ended and either rolled out at 100% until the development agency can build the feature, or ended as a Losing test.


While other tests are then being put live, the results are analysed to identify areas for further improvement, or to gain insight into why a test failed.

The Solution

Various tests were run successfully while I worked with SleepEasy including:


  1. Adding clear '30 Day Free Returns' messaging to the product page, providing a 5% improvement in conversion rate, but also a 3% improvement in average order value.
  2. Adding 'Free Express Shipping over $60' on their US site which achieved an amazing 33% increase in conversion rate
  3. Changing 3 icons on the product page from being Feature led to Benefit led, resulting in a 10% improvement to conversion rate.


And finally, I decided to test some messaging around Klarna and its introduction to the product page. 2 variants were chosen, a more default option which read 'Buy Now, Pay Later' and a company mission-focused message 'Sleep Now, Pay Later.'


The mission-focused variant beat the control by just 2.7%, but the generic Klarna version actually performed 7% WORSE than the control.


So a slight improvement was achieved, but the company avoided a 7% drop that would have occurred if they'd followed 'best practise' and simply added Klarna to the page in its generic form.

Skills Used

CRO

Industry

Home & Garden

Results by the numbers

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