Partnering with REO has been transformative for our experimentation efforts. They supported us in establishing an effective programme and fostering cross-functional collaboration, bringing together insights from across the business. This approach has delivered customer experience enhancements leading to impressive eCommerce volume growth for the company.
AAH
conversion increase
Our contributions
- Usability testing
- Experimentation strategy
- UX/UI design
- AB testing
Tech partners
Challenges
As a leading provider of pharmaceutical products across the UK, AAH aimed to enhance their site experience to empower customers with the resources they need to make informed purchase decisions and easily access essential details through self-service.
The brand partnered with REO for assistance with improving product search and information, as well as delivery messaging and tracking—concurrently increasing the customer base while improving user satisfaction for
current customers.
AAH tasked REO with some specific business objectives:
- Transform the product ordering journey, encouraging customers to choose AAH due to superior navigational, product selection and delivery process clarity
- Develop the brand’s experimentation maturity with a fully-managed CRO programme, laser-focused on improving customer experience and volume uplift
The REO approach
REO launched their CRO partnership with AAH by recruiting participants from the brand’s existing customer base for usability testing.
Two segments were identified and interviewed – those from small pharmacies and others from regional UK chains.
REO also devised and circulated a survey to the customer base, to understand how confident users were with site features & their thoughts on improvements.
The research stage revealed that users experienced some friction around PLP features such as product availability clarity and widget location, as well as basket content hierarchy at the checkout stage.
These difficulties represented bottlenecks to conversion at the product selection and order completion stages.
Using these insights, REO developed tailored hypotheses and design
solutions which were fed back to AAH.
The brand quickly signed off on the suggested experimentation strategy,
which allowed REO to partner with the AAH Digital team in delivering the end-to-end CRO process incorporating UX, ideation, design, development and analysis.
By spotting potential issues early and designing experiments that could
be gradually refined based on results, REO reduced risk by ensuring
alignment with user needs and preferences before fully implementing in a live environment.
Deliverables
In Stock Toggle
User testing indicated some friction around the volume of out-of-stock products displayed on the PLP.
By implementing a toggle whereby users could view only in-stock products by default, or toggle off to reveal all products, REO aimed to improve conversion rate at the product selection stage.
Testing was a success, resulting in a 1.35% conversion rate uplift.
This demonstrated that reducing friction in product discovery can significantly enhance the user experience.
PLP Order Widget Location
Widget order on the PLP presented a barrier to conversion, with research revealing that users showed limited interest in ‘Categories’ navigation on the left side.
REO hypothesised that raising visibility of the order widget to replace this navigation would encourage more users to progress to basket view and checkout.
This winning test resulted in a 0.25% conversion rate uplift, alongside a 7% uplift in click rate for the ‘View order’ CTA.
The changes also streamlined the user journey, reducing friction and making the path to purchase more intuitive.
Basket Content Hierarchy
Analysis of content hierarchy within the order summary at the basket page highlighted that the critical ‘place order’ CTA and order total were not visible above the fold.
By reducing prominence of other sections and highlighting the CTA and order total, REO hypothesised this solution would remove friction to checkout.
Results revealed successful metrics for this test, including a 10.7% uplift in AOV.
The improved layout ensured key decision-making information was immediately accessible, enhancing user confidence and encouraging faster checkouts.
The outcome
This batch of tests with AAH resulted in REO exceeding the CVR target given and rolling out testing with an above-average win-rate of 50%.
By combining quantitative and qualitative insights to make rapid site improvements across site navigation, PLP structure and basket summary, REO helped AAH to remove key points of friction in the purchase process.
Small yet effective changes, driven by expert insights and research, could be rolled out quickly with the brand’s tech stack and enthusiasm to elevate their experimentation strategy.
AAH has matured its CRO operations by partnering with REO, developing a fully-fledged program with rich insights and testing designed to enhance customer experience and boost eCommerce volume growth across the board.
