UrbanKick, a small but growing online retailer of athletic shoes and accessories, faced a significant challenge in converting website visitors into customers. While traffic to their site was growing, their bounce rate was high, and conversion rates remained stagnant.
In this case study, we explain how CRO Expert helped UrbanKick optimize their website to boost online sales by 35% in just two months through targeted conversion rate optimization (CRO) strategies.
Challenge
UrbanKick’s e-commerce website was attracting a substantial number of visitors, but they were struggling with several key issues:
- High Bounce Rate: Visitors were leaving the site quickly without exploring product pages or making purchases.
- Low Conversion Rate: Despite receiving traffic, many visitors were not converting into customers.
- Mobile Experience: The website was not fully optimized for mobile, resulting in a poor user experience for mobile visitors.
- Cart Abandonment: Many users abandoned their shopping carts, especially during the checkout phase.
UrbanKick needed a comprehensive solution that would improve the user experience, particularly for mobile users, and reduce friction in the purchasing process.
Solution
To tackle these issues, CRO Expert implemented a series of targeted improvements, focusing on user experience, mobile optimization, and checkout simplification.
- Mobile Optimization
Since a significant portion of UrbanKick’s traffic came from mobile devices, we prioritized optimizing their mobile site:- Improved Load Times: We reduced image sizes and simplified the website’s code to improve page load speeds on mobile devices.
- Responsive Design: We ensured the product pages and checkout process were easy to navigate on smaller screens.
- Redesigned Product Pages
We focused on improving the layout and content of product pages, which were previously cluttered and difficult to navigate:- Streamlined Product Information: Key product details were simplified and more prominent, including price, shipping info, and availability.
- Clearer Call-to-Action (CTA) Buttons: We tested different CTA designs and messaging for the “Add to Cart” button, making it more noticeable and engaging.
- Simplified Checkout Process
The original checkout process was too lengthy and complicated, leading to cart abandonment:- Reduced Steps: We shortened the checkout flow by reducing the number of steps from five to three.
- Guest Checkout: We allowed users to complete their purchase without creating an account, making the process faster.
- Progress Bar: A visual progress bar was added to show users how far along they were in the checkout process, which encouraged completion.
- A/B Testing
To ensure the best possible results, we ran A/B tests on various elements of the website:- CTA Button Colors and Messaging: We tested multiple versions of the “Add to Cart” button, trying out different colors, sizes, and text.
- Urgency Messaging: We added countdown timers to encourage urgency for limited-time offers, seeing how it affected conversions.
Results
The impact of these CRO strategies was clear and measurable:
- Conversion Rate: UrbanKick’s conversion rate increased by 35% within two months of implementing the changes.
- Bounce Rate: The bounce rate dropped by 18%, particularly among mobile visitors, thanks to the improved mobile experience.
- Cart Abandonment: Cart abandonment decreased by 22%, driven by the streamlined checkout process and mobile improvements.
- Mobile Revenue: Revenue from mobile users grew by 30%, showing that mobile optimization directly influenced sales.
Testimonial
“Working with CRO Expert has been a game-changer for our e-commerce business. They understood our needs and helped us make targeted improvements that resulted in a significant boost in online sales. Their data-driven approach and attention to detail made all the difference.”
— Emily Watson, Marketing Manager, UrbanKick