Despite generating significant traffic, True Terpenes faced the challenge of low revenue per visit (RPV) without a clear understanding of the root cause. The lack of confidence in their web analytics data made it difficult to pinpoint the source of the low RPV and take effective measures to improve it.
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Key Focus Areas
Low Conversion
Although having many customers visit their site True Terpenes was having difficulty getting actual sales, and were confused why this issue was occurring.
Low Confidence in Their Analytics
Although True Terpenes were utilizing analytics they felt that it was not providing them enough information about their customers, and the reasons behind their problems of not getting many sales. Causing them to have low confidence and reliance on the data they had.
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Solution
Streamlined Stance and Focus on Analytics
We helped shift the mindset from one person making all the decisions to a test, learn, and reiterate approach, increasing buy-in from all stakeholders and support for the program. Helping True Terpenes to have greater reliance on data in their future campaigns.
Identified the Issues in the Old Analytics
Our team conducted a thorough Google Analytics audit and identified misconfigured settings that were causing a flawed sales funnel and unclear content reports. With the updated configuration, True Terpenes was able to pinpoint weaknesses in their sales funnel and focus their efforts on the most impactful pages.
Implementation of A/B Testing
Pactx provided expert guidance in building a comprehensive A/B Testing framework to optimize the performance of True Terpenes’ website.
The framework included in-depth research, innovative A/B testing strategies, advanced statistical analysis, seamless integration with Google Optimize, and clear guidance on how to interpret test results.
Under Pactx’s supervision, True Terpenes successfully executed their first and second A/B tests, bringing about improved results and a deeper understanding of their customers’ behavior.
Our A/B test aimed to improve the customer journey on the website by repositioning the quantity selector and Add to Cart button. The test was designed to compare the results of placing the buttons above the product description against the original version. Where the Add to Cart button was located below the product description, certifications, and pdf downloads. With this experiment, we aimed to determine the impact of the button placement on customer behavior and improve the overall conversion rate.
Conversion Optimization is about understanding customer behavior in order to improve your revenue.
The variant had a 63% improvement in Revenue Per Visitor (RPV) compared to the control, easily one of the biggest lifts we have seen. Customers didn’t want to search for the add to cart and quantity selectors when landing on a product detail page. By having the add to cart above the fold, customers were able to find the call to action within the first 10 seconds of the page loading.
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Success Metrics
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Improved Conversion Rates
True Terpenes saw a 23% improvement in conversion rate as customers were able to add product easier to their cart.
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Improved Revenue
After running the A/B test and using that data to focus redirect their approaches True Terpenes saw an estimated revenue lift of +$120k in only three weeks.