Stone Refurb: Maximising conversion rate for a record Black Friday
Find profitable customers in an increasingly expensive market
Stone Refurb was already having a record-breaking 2022 seeing their summer months outperform their peak period in the previous year.
With all channels performing well including Paid Social, PPC and SEO they were looking for more ways to be able to maximise revenue going into another busy period and the seasonal peak of black Friday.
In the run-up to the last quarter of the year, new revenue targets were given for Stone Refurb. All channels were seeing the high performance and on the growth curve as strategies implemented over the last 12 months were paying dividends.
This meant there wasn’t much more room to accelerate any additional growth within those channels.
We were challenged to find a way to double the expected Black Friday revenue three months out of the big day.
Maximise the traffic and attention we are already generating
We knew there was limited movement in the core channels, strategies were already in place and any move away from them would more than likely be detrimental to performance. The only option we had was to make that traffic work harder.
We conducted a heuristics review of the site, looking for core UX issues that could be causing problems and ways to highlight better the cores USP of Stone Refurbs offering.
From this, we created a testing plan that could be executed quickly so that any success could be implemented by the development team ahead of Black Friday.
We ran a total of 6 tests over a 6-week period, running all to statistical significance with high-traffic parts of the site. The results we got were massive!
Out of the 6 tests we ran, only 1 failed to generate a statistically significant positive uplift in conversion rate.
- 48% increase in conversion rate by bringing focus to the price
- 81% increase in conversion rate by highlighting total savings
- 15% increase in conversion rate by bringing CTA above the fold
- 32% increase in conversion rate by reducing white space
- 11% increase in conversion rate by highlighting best-selling products
Combined the potential impact of the testing would increase revenue by over 35% setting them up perfectly for the 2022 peak period.
The Results
48% increase in conversion rate by bringing focus to the price
81% increase in conversion rate by highlighting total savings
32% increase in conversion rate by reducing white space
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
