Concrete actions for higher conversion rates
A Perfect Jane
- Customer case
- Customer Experience
- Data projects
A Perfect Jane is a webshop focused on vegan boots made from apple leather, recognisable by their green sole in the shape of a leaf. The webshop noticed a lot of traffic from marketing activities but felt that these visitors were of low quality, resulting in a low conversion rate. They also perceived a low conversion rate from regular traffic. Additionally, the webshop aimed to reduce the number of returns and increase the average order value. A Perfect Jane enlisted the help of our Customer Experience Analysts for advice.
*During this project, Ezra worked with Sebastiaan van Buitenen, Customer Experience Specialist at Digital Power.
Approach
KPI-Driver Tree
To gain insight into the key performance indicators, we created a KPI-driver tree. This helped us identify the factors influencing the website's revenue. By using data available in Shopify, the tool on which the website is built and which provides operational data, we could obtain detailed insights.
Return rate, order value, and conversion rate
We compared A Perfect Jane's conversion rate, order value, and return rate with averages in the fashion industry. Our findings were:
- The return rate was lower than average. Return rates are typically the highest in the online fashion industry.
- The average order value was nearly equal to the industry average.
- The conversion rate was significantly lower.
We concluded that the focus needed to be on improving the conversion rate.
Drop-off analysis
We examined the sales funnel, consisting of three steps: adding items to the cart, checkout, and actual conversion. The highest drop-off occurred at the first step (only a small portion of sessions led to adding items to the cart). To add an item to the cart, customers usually go through three steps: starting on the filter page, then moving to the product detail page, and from there adding a product to the cart. The biggest drop-off was between the product detail page and the cart, making this the critical area to address.
Problem analysis and definition
Based on the drop-off rates, we defined three problem areas:
- Increasing conversion throughout the entire sales funnel
- Increasing the add-to-cart rate at the start of the funnel
- Increasing the add-to-cart rate from the product detail page
Improvement proposals
Using a combination of customer insights, expertise, and psychological theories, we developed targeted improvement proposals. We categorised our improvements based on how they could influence the customer, such as directing attention, building trust, helping with choices, lowering price perception, and persuading visitors. These proposals were prioritised using the RICE model (Reach, Impact, Confidence, Effort).
Results
Our three main recommendations were:
- Organised category menu: Make the product category menu clear and immediately visible. This enhances product findability. Secondary information like blogs, the contact page, and "about us" received less prominence.
- Unique Selling Points (USPs) on product detail page: Display USPs on the product detail page. Although they were shown at the top of the website, they were not visible while scrolling. Adding them to the product detail page keeps customers aware of the benefits. It is important to place them near the 'add to cart' button, as this is when the customer is most considering a purchase.
- Communicating scarcity: Inform customers about low stock for limited editions. This is a proven persuasion principle and can accelerate the purchase decision.
A Perfect Jane now has clarity on what can be optimised on the website to increase conversion rates. In fact, they have already implemented most of our optimisation recommendations. Given the low traffic, there is no opportunity to experiment in this situation, however, we will monitor changes in behaviour.
Want to know more?
Zev will be happy to talk to you about what we can do for you and your organisation as a data partner.
Business Manager+31(0)20 308 43 90+31(0)6 13 06 48 84zev.posma@digital-power.com
Receive data insights, use cases and behind-the-scenes peeks once a month?
Sign up for our email list and stay 'up to data':
Get inspired
Lean Six Sigma project for optimisation of change management process
A Dutch telecom provider sought to examine and enhance their change management process using Lean Six Sigma. The objective was to maximise successful changes in hardware and software, evaluate risks, inform customers, and conduct assessments. The telco aimed to strengthen operational stability, streamline network and IT maintenance, foster innovation, and optimise service delivery.
Target group research for new website
The organisation Doctors of the World offers medical assistance to people in a vulnerable position. They often do not know how to find their way in the Dutch healthcare system. Doctors of the World helps them with this. One of the channels to get informed about the work of Doctors of the World is the website, which will be redesigned.
Better public services based on a research cycle
Dutch citizens living, working or studying abroad must also take care of things like renewing their passports, arranging tax issues and pension with the Dutch government. This can be something of a challenge by being far away from the Netherlands, due to fragmentation of services, time difference and different situations. In a project which lasted from 2018-2022, the Ministry of Foreign Affairs therefore worked together with 12 implementing organisations (e.g. Tax and Customs Administration and RDW) on government-wide access to public services. The service is called Netherlands Worldwide (NWW). NWW is accessible 24/7 on the website, and direct customer contact channels such as telephone, WhatsApp and email.
Data-driven optimisation of offline customer service
For some time now, we have been assisting PostNL's customer service department with the optimisation of their online service & contact environment. Various pilots showed that there was also a lot of potential in improving the offline service.
Data-driven web and customer experience optimisation
Eneco customers can enter into or change an energy contract via the website, but also purchase a charging station or hire an energy coach, for example. Eneco wanted to bring in more expertise regarding the field of digital analytics. We helped Eneco find an extra Web analyst with whom this ambition could be fulfilled.
Enhanced customer journey through process mining
The City of The Hague was seeking a partner to assist them with their web analysis. In doing so, they had a central goal: to investigate the performance of their future new website and identify opportunities for further optimisation. They enlisted our help to establish and execute the process.
3 mapping methods to understand your customer journey
Understanding the needs of your target group is crucial for the effective development and optimisation of (online) products and services. Putting yourself in the customer's shoes helps your organisation create a user experience that matches the wishes, needs and emotions of that target group. In this article, you will read more about 3 mapping methods to map out a complete customer journey.
Evidence-driven product growth
Digitalisation, digital transformation, start-ups: digital products are being developed all around us. Think of banks that serve users entirely via an app, the entertainment industry that makes content available via an app, and fully digital work processes. One thing is certain: users of a product want to get value from it. Strangely enough, this is often not looked at on a structural basis in practice.
The strength of mapping within your optimisation process
Does your organisation struggle to steer on its KPIs? Or do isolated teams hinder internal collaboration? Mapping offers a powerful solution to these challenges, one that we at Digital Power firmly believe in. Mapping is a strategic tool for visualising situations, whether it's a customer journey such as a purchase process or app usage, or a process like order processing.
How a hypothesis helps determine if you are successful
A well-known scenario: when a product or service is renewed, the assumption is made that an improvement has been achieved. Think, for example, of an adjustment to your website, the implementation of a new product feature or the digital transformation of an organisation to work more efficiently. If you really want to test whether the situation is better after the implemented innovation, you will have to start creating hypotheses prior to the change.