Case Study
[CONFIDENTIAL] An Australian bed linen retailer specializing in bamboo-based products
Conversion Optimization for increased revenue
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Case Study
Client industry:
E-commerce (Bed Linen)
Annual revenue:
N/A
Project/Billing Type:
CRO Retainer
Client website:
[confidential]
Company Size:
N/A
Project Timeline:
Ongoing
Overview
Our client operates an online store offering bamboo-based bed linen products and attracts 30,000 to 40,000 monthly visitors through various marketing channels.
Despite a healthy conversion rate, the client sought to boost revenue further through conversion optimization by addressing customer uncertainties that impeded the purchasing process.
Challenges
- Customers were frequently uncertain about the contents of bundled sets (e.g., quilt covers, sheets, pillow slips), leading to hesitation in completing purchases
- The need to minimize customer support inquiries regarding bundle contents.
- Enhancing the conversion rate without extensive development delays.
Results & Benefits
- CRO Improvement – Version B of the test showed a 12% uplift in conversion rate, from 4.35% to 4.86%.
- The successful variation had the potential to increase the client’s revenue by approximately $200,000 per year.
- There was a noticeable decrease in customer support inquiries about bundle contents.
- Clearer product information improved overall customer satisfaction.
Our approach
We started by analyzing online chat logs to identify key customer concerns related to bundled product contents.
Based on this research, we hypothesized that prominently displaying the bundle contents under a “What’s included?” heading would address these concerns.
We tested this hypothesis through an A/B test, initially applying the variation to the best-selling bundle.
The promising results led to expanding the test across all product bundles.
The A/B test was conducted with a 50/50 split in traffic over 27 days, gathering data from 20,626 sessions.
Gallery
Conclusions
The conversion optimization project effectively addressed customer uncertainties and significantly improved the conversion rate for the online bed linen store.
The successful implementation of clear bundle information not only boosted revenue but also streamlined customer support operations and enhanced user experience.
This case study demonstrates the value of targeted CRO strategies in driving substantial business growth.
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