+50%
Win rate
+1.6%
Sitewide conversion increase
To stand out from competitors with improved clarity and overall experience
Challenges
As a leading provider of pharmaceutical products across the UK, AAH aimed to enhance their site experience to provide pharmacy 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.
Blend comprehensive user insights with tailored strategies to optimise conversions
The REO approach
REO launched their CRO partnership with AAH by recruiting participants from the brand’s existing customer base for user 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 and get their thoughts on improvements.
The research stage revealed that users experienced some friction around Product Listing Page (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 directly improve conversion.
Before
After
PLP Order Widget Location
Widget placement 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’ Call To Action button (CTA).
The changes also streamlined the user journey, reducing friction and making the path to purchase more intuitive.
Before
After
Basket Content Hierarchy
Analysis of content hierarchy within the order summary on the basket page highlighted that the critical ‘Place order’ CTA and order total were not visible above the fold, namely before scrolling becomes necessary to see more page contents.
By reducing prominence of other sections and highlighting the CTA and order total, REO hypothesised this solution would remove friction to checkout.
Results showed successful metrics for this test, including a 10.7% uplift in Average Order Value (AOV).
The improved layout ensured key decision-making information was immediately accessible, enhancing user confidence and encouraging faster checkouts.
Before
After
Surpassing the conversion rate target of 0.5% uplift with an impressive 1.6% gain
The outcome
This batch of tests with AAH resulted in REO exceeding the given conversion rate target and rolling out testing with an above-average win rate of 50%.
AAH has matured its CRO operations by partnering with REO, developing a complete programme with rich insights and testing designed to enhance customer experience and boost eCommerce volume growth.
