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.
Although many customers visited their site, True Terpenes struggled to generate actual sales and were unsure why this was happening.
Although they were utilizing analytics, they felt that it wasn’t providing them enough information about their customers or explaining their lack of sales, causing them to have low confidence and reliance on the data they had.
We helped shift the mindset—from one person making all the decisions to a “test, learn, and iterate” approach, increasing buy-in from stakeholders and support for the program. This helped True Terpenes rely more on their data for future campaigns.
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, they were able to pinpoint weaknesses in their sales funnel and focus their efforts on the most impactful pages.
We provided guidance in building a comprehensive A/B testing framework to optimize the performance of their site. The framework included in-depth research, innovative A/B testing strategies, advanced statistical analysis, seamless integration with Google Optimize, and clear guidance on interpreting results. Under our supervision, they successfully executed their first and second A/B tests, bringing improved results and a deeper understanding of their customers’ behavior.
Our A/B test aimed to improve the customer journey on the site by repositioning the quantity selector and add to cart button. The test compared the results of placing the buttons above the product description against the original version, below the description. 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 revenue.
The variant had a 63% improvement in Revenue Per Visit (RPV) compared to the control, easily one of the biggest lifts we’ve 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.
True Terpenes saw a 23% improvement in conversion rate as customers found it easier to add products to their cart.
After running the A/B test and using that data to redirect their approach, they saw an estimated revenue lift of +$120k in only three weeks.
