Our Tech Partners :
Results
56%
Win rate
+8.69%
Uplift in add to cart
12:1
Return on Investment
+7.4%
Uplift in annual revenue
Challenges
"to make the most of the tech stack, improve conversion and demonstrate the value of experimentation"
Molton Brown invested in a comprehensive tech stack with Contentsquare and Optimizely. Their in-house team wanted to ensure they were fully capitalising on the wealth of insights and functionality the tools offered. They tasked REO with leveraging the valuable insights their tech stack had generated, working with their internal CRO team to prioritise ideas and formulate them into experiments.
Molton Brown assigned REO three main objectives:
- Work alongside the existing team to increase conversion and incremental revenue
- Demonstrating the value of Experimentation and a strong ROI that will support the case for further investment.
- Increase awareness and embed experimentation within the business
The REO approach
“One of the key opportunities highlighted by participants was optimising the product page structure.”
We conducted a deep dive analysis of the available web and digital experience analytics data to gain a rich understanding of user behaviour, traffic sources, conversion funnels and friction points. Afterwards, we conducted user testing of Molton Brown’s target audience to understand what was causing the bottlenecks.
Key opportunities highlighted by participants included promoting brand USPs, improving navigation through the site, optimising product page structure and information hierarchy.
We used our Prioritisation Framework to create problem statements and outline a path towards finding a solution. Next, we proposed working on the product detail pages and site navigation as initial priorities. After sign-off from the team, we got to work on delivering a comprehensive experimentation programme.
Deliverables
01
Product page layout
Users were struggling to find key information such as ingredients, reviews, price and delivery on product detail pages. We believed this was contributing to a low add to bag rate, limiting Molton Brown’s conversion rates. Our solution was to design and test multiple variants of the product detail page with improved layouts to showcase key information. These tests resulted in an increase in add to bag by 8.69%, as well as an uplift in transaction rates.
Before
After
02
Site navigation usability
Another issue we identified was general site navigability. So we wanted to improve the usability of the sitewide menu. Analytics also showed users interacting less with the search bar compared to industry averages, we sought to improve this feature in parallel. We made the sitewide header sticky, so that users could access the menu from any point on the page. We also signposted the search bar more clearly. As a result of these changes, there was a significant uplift of 9.62% in search interaction, as well as a positive impact on transactions.
Before
After
The outcome
“56% win rate & 12x Return on Investment ”
Over a 12 month period, REO has supported Molton Brown in delivering an experimentation programme that has delivered an above average win rate of 56% and an ROI of 12:1. By conducting user research, data analysis, competitor analysis and buyer persona creation, REO has derived actionable insights that signiificantly increased multiple key metrics:
- Making search more intuitive, increasing interactions by 9.62%
- Optimising product detail pages, leading to an 8.69% increase in add to bag
- Overall user experience and conversion rate improvement contributing to 7.4% annual revenue growth
Resources
Practical strategies, methods and techniques, plus industry trends on CRO, UX, accessibility, experimentation, data and analytics.
Browse resources
