With expanding exposure across New Zealand & Australia, Bendon are looking to drive customer acquisition through their online website.
With increasing website traffic and increasing advertising costs, it is paramount for us to ensure we’re efficiently converting as many customers as possible to drive ROI.
We noticed some areas of the conversion funnel that were not performing to standards and were decreasing the efficiencies of our activity.
We embarked on a research & analysis project to find areas of friction on the website. We utilised UX tools as well as our own best practice experience to ideate key tests for the website.
One key area of opportunity we found was via our Fitting Hub. There was a lot of traffic entering the website through our Fitting Guide section that had significantly lower conversion rates to other entry points, but is a growing traffic source.
With this in mind, we strategised a test around adding more clear CTA tiles across the Fitting Guides to entice users to check out categories & products based on the articles they were consuming.
Working with Bendon on the design of the CTAs, we then implemented the test and ran it for a four week period - to ensure significant enough traffic to get a clear result.
After the test period, we compared our control traffic with our test traffic. We found a significant increase in performance.
We’re now working through a clear roadmap of tests & enhancements with Bendon to continue increasing Conversion Rate & ROI.