Lib-Tech is a brand that manufactures and sells sports equipment for all seasons, such as snowboards, skis, and surfboards. By innovating new technologies and manufacturing processes, Lib-tech has enhanced gravity-defying experiences for all it’s customers.
The partnership between the Strategic Engagement team and Lib-Tech has been strengthened by an experimental and data-driven approach to understanding customer behavior and a desire to constantly improve the customer experience through CRO.
At the start of our strategic discussions, the business concern was that Lib-Tech’s conversion rate was .10%. Overall, this is a low conversion rate that we knew could be optimized. Initially, assumptions on why conversion rate was low, may have suggested that Lib-Tech’s boards and accessories are of the highest quality, and its prices reflect that fact. As a result, there would be a longer consideration period by customers before making a purchase. But it would be a mistake to make business decisions and invest further in onsite changes just off a hunch. We needed to learn more about the actual customer experience and behavior specifically.
With the intent to better understand what was impacting the conversion rate, we wanted to see evidence of how the customers were interacting with different elements on the site, and to view where they were dropping off in the shopping funnel. So, we dug into real onsite data. What we saw through our initial data analysis was that the low conversion rate was not specific towards a customer type or device. Something Digital then created hypotheses to test for each touchpoint of the buying journey.
We would look to test a combination of micro and macro tests. Micro test would encourage the customer to continue further into the funnel, beyond any initial obstacles, whereas the macro tests would directly impact the business goal of revenue growth via the actual purchase transaction.
As a result, we ran the specific conversion tests listed below:
Test 1: Category Page – Zoom
This test was designed to determine if Lib-Tech was truly presenting the quality and value of their boards and accessories consisting of beautiful and intricate designs. Often in ecommerce, you need to utilize better imagery to sell the quality of the product that can be experienced through an in-person experience. So, this test allowed users to zoom in on the products from the category page on desktop to view the details of the product. It would also help us determine if we were losing customers in the upper funnel of the purchase journey, when consumers browse the category pages. The Category – Zoom test ran across category pages for ten weeks. Over the course of this test, there was a 15% lift in conversion rate on desktop and an 8% lift on revenue per visitor also on desktop.We found that we could provide better graphics to help encourage and reassure the buyer of the quality of the product they would be purchasing. Due to the positive results seen while running this test, Lib-Tech is in the process of permanently implementing the category-zoom on desktop.
Test 2: Minicart – Secure Checkout Process
These tests explored whether visitors needed reassurance of security prior to placing a high-value order. We inserted a security icon in the minicart’s Call-to-action button, the cart and the checkout pages. This test also ran for a total of ten weeks. This test was extremely successful for desktop shoppers, improving the conversion rate by 16%. Also, conversion rates for mobile users increased by 18% when experiencing the CTA security lock icon test. Given the results of this test, SD and Lib-Tech can infer that adding the extra reassurance of a secure checkout can improve conversion rates across devices. Lib-Tech is in the process of permanently implementing the CTA Security Lock Icon test.
Test 3: Checkout – Confirm Exit Intent
This test displayed a popup window whenever a visitor abandoned the checkout process. The pop-up asked the shopper: Are you sure you want to continue? Over the course of a twelve week testing period, SD and Lib-Tech found mixed results. For mobile shoppers, conversion rates increased by 18%. For desktop shoppers, conversion rate decreased 14%. What this highlighted was that the prompt before exit on mobile, would help keep the shopper on task to complete the purchase. Due to the tests’ success on mobile, Lib-Tech is in the process of implementing this test permanently on mobile devices.
Test 4: Checkout – Remove Company Fields
In this test we removed the “company” field from the shipping address portion of the checkout. The purpose was to streamline the flow to complete the order by eliminating an unnecessary step. Over a ten week testing period, this test was deemed unsuccessful for Lib-Tech. When removing the company field on checkout, desktop saw a 5% decrease in conversion, and mobile saw a 2% decrease. Lib-Tech will not move forward with permanently implementing this test, but it opens an opportunity to dig in further to unveil why this test may have failed, and what that tells us about what Lib-Tech’s customers want and need during their buying journey.
The combined tests, and the optimizations implemented as a result, improved the universal conversion rate by 11.32%.
Additionally, the results of this initiative provide insight into how Lib-Tech’s consumers behave by device type, including learnings that consumers were more likely to convert on mobile if there was a security lock icon and exit intent module during the checkout phases. These provided reassurance that the customer’s information is safe and that Lib-Tech is a trustworthy brand, as well as keeping the shopper on task with their intent to purchase.
SD and Lib-Tech also gained knowledge on how consumers behave on desktop, including awareness that consumers are more likely to convert if they engage with the product visually at the top of the funnel.
But what was important to takeaway, was that in at least one case, the test of eliminating an unnecessary step in checkout, actually hurt the conversion rate. SD knows that sometimes a customer gets familiar with a user experience and changing that can be jarring, even if it’s streamlining the process. This is why SD wants to take a gradual and experimentational approach before abruptly implementing too much change. A failed test is still providing us with valuable and helpful information. It proves that what works for one customer type on one site, doesn’t necessarily work for all customers on all sites. SD recognizes that conversion rate is too important to get wrong and that return on investment is important to the business. This is why real data and testing hypotheses are important. SD needs to know specifically how this brand’s customers engage. A “failed test” is still a win because it also provides us with an opportunity to dig further into other theories that might help move the needle. Testing does not end here; it’s an ever-evolving process as customer’s expectations and needs adapt.
Ultimately, in their partnership, the Strategic Engagement Group (SEG) and Lib-Tech were able to use real onsite validation to make data-driven decisions to improve the customer experience and conversion rate. SEG is now able to guide Lib-Tech with an annual roadmap for continuous optimization of both the mobile and desktop consumer experiences.
25% increase in CVR when zooming in on product listing pages
20% increase in mobile CVR when removing company fields in checkout