Laura Ashley has been working with Maxymiser, the content optimisation specialist to enhance its already successful shopping bag page on www.lauraashley.com.
Through subtle alternations and real-time assessments of web content the partnership has enabled Laura Ashley to increase the percentage of visitors both starting and completing the checkout process by 11%.
With substantial operations in the UK and worldwide Laura Ashley is a significant investor in online advertising and its UK website accounts for a significant proportion of its turnover.
As a result Laura Ashley was eager to ensure that the traffic driven to its shopping bag web page was effectively utilised. A spokesperson at Laura Ashley explains, “Visitors arriving at the shopping bag page already indicate a highly qualified intent to buy since they have selected items for purchase.
However we realised that in order to retain these visitors as long-term customers we needed to enhance our online sales experience, which meant presenting them with the best possible content. Maxymiser enabled us to make the best decisions on the content to serve by monitoring the percentage of visitors dropping out of the checkout process and analysing where changes to the content could alter this.”
Laura Ashley implemented real-time multi-variant testing to monitor consumer reactions to different approaches to the format and presentation of content on the shopping bag page.
Real-time multi-variant testing works by presenting different variations of the page simultaneously to different visitors, tracking the impact each change has on the number of people clicking through to the next stage of the process, and then tailoring the site content to maintain the higher click-through rates.
Although the original Laura Ashley page featured the fundamentals of good page arrangement a number of enhancements were identified as having the potential to drive more traffic through to the checkout process.
Several variations of the page layout were designed to discover the optimal content. These variations, which included subtle changes including adding an image of the product alongside the list of items in the shopping bag, and changes to the presentation of the “proceed” button and supportive copy on the page, were all tested against the original page in real-time.
This enabled Laura Ashley to not only measure the effect of each change on engagement levels but to trial options to rectify any negative impact, such as where delivery charges appear on the page, which typically has a considerable impact on attrition rates.
Mark Simpson, managing director at Maxymiser, comments, “Maintaining visitor engagement levels is vital during multi page processes, such as the journey to checkout. The use of images, the presentation of call to action buttons, particularly proceed buttons, and the amount of data presented on each page all combine to have a dramatic effect upon the percentage of visitors continuing towards sales conversion.
Laura Ashley was already highly successful in many of these areas, but to maximise the return on investment on their online activities it was vital to outsource to a specialist. It was only by automating their optimisation solution that Laura Ashley was able to not only identify areas requiring improvement but maximise the flow of visitors from initial engagement through to the checkout process.”
Having trailed a variety of different web pages, Laura Ashley discovered that the best performing page contained variants including thumbnail images of the contents of the shopping bag alongside a more prominently coloured “proceed” call to action button.
Laura Ashley comments, “Maxymiser enabled Laura Ashley to make an informed decision on the most pertinent website content by providing statistical proof on the impact specific changes made. As a result we were able to ensure that every change we made was directly impacting on the number of people completing the checkout process.
To date the content optimisation technology has delivered a significant conversion uplift of 11% in the number of visitors proceeding to the checkout process, impacting on our bottom line and generating a return on investment several times Maxymiser’s fees.
Following the initial testing Maxymiser is continuing to test on other pages within the checkout to optimise the whole process, ensuring an improved online shopping experience that also makes LauraAshley.com as efficient and effective at converting shoppers as possible.”
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