Google Analytics Certified Partner Case Study

Aggregation of marginal gains improves sales conversions by more than 100% for BabyEtc BabyEtc is one of the UK’s newest online baby goods providers having launched their website in August 2008. An important focus of their online strategy is to remain competitive with both high street retailers and several well-established online brands. With disappointing initial sales conversion rates of 0.5%, BabyEtc partnered with Google Analytics Certified Partner MoneySpyder to learn how to improve conversions. MoneySpyder specialise in online marketing consulting, web site design and development, usability and web analytics. These services are all aimed at enhancing site visitor satisfaction and their likelihood to convert into a customer. The search for marginal gains

“Not only has Moneyspyder doubled our conversion rate through a rigorous split testing programme but the results have been clear on my bottom line, thanks to a great set of optimisation tools.” Andrew Founder, BabyEtc

The aspects of site performance that would be focused on for improvement were richer site navigation, more effective promotion messaging and better product presentation. These areas were deduced through a combination of customer feedback, web analytics and site reviews. The new or revised functionality was designed to increase conversion and average order value, reduce bounce rate and customer confusion. 1. Tagging: Baby Etc stocks two different types of thermometers – for checking the baby’s temperature and bath safety thermometers. With product tagging, if customers are interested in either health-related or safety related products there is a greater chance they might buy more than one product. 2. Product page split test: The analytics data revealed a clear pattern: product page views were relatively high, as was the average time on page, but the exit rate was higher than the site average. MoneySpyder hypothesised that the product page was harder to use than would be ideal with customers needing more help and encouragement to add products to their basket. Before:

After:

3. Promotion proximity messaging: Promotion proximity messaging plays on two key characteristics of consumer psychology: anticipation (A discount!) and loss aversion (I’m so close I don’t want to lose the discount!). Promotion proximity messaging changes when the promotional threshold is reached and the messaging is reinforced throughout checkout.

4. Product families: Product manufacturers group their products in ranges where products compliment each other – for example nappy bins, nappy bin refills and associated accessories. This logical grouping of products into product families afforded an ideal cross sell opportunity. 5. Rationalised product list: Based on sales data from the first 6 months, it was clear which products yielded the best margin and conversion rate. Thus, the product inventory was streamlined leading to simplified and more logical information architecture. 6. PPC: MoneySpyder ran a series of tests through AdWords campaigns in order to promote the new streamlined product range. Previous AdWords campaigns had clearly demonstrated the value in promoting strong brands on the site. Further experiments were designed to optimise the keywords, ad copy and landing pages for the revised product range. 7. Communication: Careful consideration was given to continuous communication with the customer through their shopping experience. The new design actively informs shoppers as often and as easily as possible about delivery options, gifting services and the ever important returns and refunds policy. Overall conversion improvement Over 6 months, Moneyspyder repeatedly analysed BabyEtc’s web analytics, identified the opportunities for conversion enhancement and enabled the owners to implement them. Sales conversion has now more than doubled.

“Moneyspyder has been instrumental in growing BabyEtc during our first year of trading. The value in using Google accredited consultants who can actually implement what they recommend is clear to see.” Andrew, Founder of BabyEtc.

Google Analytics Certified Partners are a network of conversion experts that can help you grow your business through implementing conversion best practices.

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