Posted in Case Studies on March 15th, 2013
Being in business since 1980, Majestic Wines (MW) is a known name in UK’s very-competitive retail wine market. With the desire to increase the reach of their business, the company launched their online store, www.majestic.co.uk, to cater to their global clientele.
The Business Goal
The question was how to increase the conversion rate of their wedding services page, especially because these will be the customers who are more likely to place larger orders for their weddings. And this of course would have meant a higher average order value and easily escalating profit margins for the company.
The MW people knew that changes have to be made on their website but they were not really sure about what these changes should be. Like any other business, they knew one thing for sure, i.e they wanted results.
To start, they attempted to understand the thought process of their target audience better before they began testing. This they did by getting in touch with customers and collecting feedback from their support executives & store staff. At the conclusion of this process the team were a lot clearer about what their potential customers are looking for and the possible reasons why their Weddings page was not answering those questions.
After all this research, the team at Majestic Wines was of the opinion that if they could get their site users to submit enquiries to their trained customer support staff, they might be able to improve their conversion rate. With that in mind, they decided to make some changes to their site and use Visual Website Optimizer to test their hypotheses and see how effective they turn out to be.
Here are the hypotheses that were made by them:
- Reducing distractions like too many outbound links on the webpage can cause more people to buy from them or submit the enquiry form.
- Emphasizing and bringing in clarity in the USP of their wedding services will compel more people to place orders or at least submit the enquiry form.
- A video that explains their services will escalate their conversion rate.
This is how Majestic Wines wedding service page looked like, before they started testing their hypotheses with Visual Website Optimizer (the Control Page):
It was evident to them that there was a huge scope of improvement in the webpage.
Re-designing Almost the Entire Webpage
The MW team could have used multivariate testing but with so many changes to be made, they concluded that testing so many elements individually can be very time consuming, considering that they will have to wait even more to check the statistical significance of the data. Backed by their prior research, they believed that it made sense if they launch an entire new, improved design and check that for conversions instead.
Addressing the hypotheses that were talked about, given below is the new design of the webpage that was launched:
As visible in the image above, the main changes that were made are:
- Reduced Clutter with No Left Sidebar – The links included in the right sidebar only distracted the readers and were thereby shifted to the end of the page, where only people interested in that information can find them. It no longer distracted the potential customers by providing too many links on the page.
- Interactive and to-the-point Heading and Content – The heading now emphasizes the value proposition of the client in a lot better manner and the content is also a lot more engaging as it tries to empathize with customers and directs them to the enquiry page by stating the exact questions that they might need help with, in placing the order. The increased size of the sub - headings as well as their approach of telling the users “what’s in it for them?” also seems to have resonated well with the target audience of the company.
- Better Images – Relevant, contrasting imagery added its share of charm to the webpage.
- Clear Call to Actions – The clear call to actions and their right placement in the beginning, middle and the end of the page again makes it easy for people to reach the enquiry page without having to look for it.
- Video was Included – An interactive video that elaborates the service of the client is included to visually appeal to the users, telling them in no ambiguous terms how they should proceed.
The first test resulted in the 201% improvement in the goal conversion rate (enquiry form submission) with statistical significance of 99.99%.
Further changes were made by the MW management to this new site design and they went ahead and removed one distraction that was still affecting their conversion rates, i.e a PDF download button right next to their enquiry form page button at the end of the page.
As expected, this gave them an additional 36.9% increase in forms submitted (99.99% statistical significance), making it clear how much eliminating distractions can make a difference to your conversion rate and ROI. You can see the final webpage here:
This case study is a great eye opener for webmasters/web analysts who blissfully ignore the most basic elements on the webpage, like to-the-point content, call to action, eliminating distractions, and others.
Below you can see all three variations of the webpage and how Majestic Wines made it to their winner design with their test results. Go right ahead and share it on Pinterest and your other social networks.
More optimization awesomeness
Know all that you need to get started:
- What is A/B Testing?
- Is it compatible with SEO?
- How to start your first A/B test?