| Case Study: Optimizing the Conversion Funnel of Apiastos.gr |
Apiastos.gr is a new online store (started January 2009) selling mobile phones, mobile accessories, digital cameras etc. (about 400 products). Its conversion rate was below 1% so we thought that there is a lot of room for improvement. We had installed Google Analytics, setup the ecommerce function and the conversion funnel reports, so we had data to analyze. What we found was that there was a very low funnel conversion rate (13,21%). Also, we noticed that the biggest drop off happened at the registration step. Only 25% of users getting to the registration page registered. The next step was to check the registration page and search for obvious problems. The main problem there was that this page was too cluttered and asked for a lot of information. So, we tried to remove some clutter and make the "new customer? register here" heading more obvious to guide the user eye to the point that he needs to start filling up the form.  We created 2 variations. One with some form borders removed, bigger font size and blue color for the "New Customer? Register Here" and one with a not so bigger "New Customer? Register here", but again with blue color and some form borders removed. So, we had a situation of A/B/C Testing. We used Google Website Optimizer and its Multivariate Testing tool to serve the different variations to visitors and to measure and analyze results.  The above image show a big increase in registrations for both variations, but the "not-so-big-letters" variation is the winner! 
After implementing the winning combination to the full site's traffic, the percentage of people registering increased to 44% making a nice impact on the overall conversion rate and bottom line of apiastos.gr! This case study shows that very small changes can have a big impact on site's outcomes. The 99 Conversions team helps site owners increase their conversion rate by making websites more targeted, more user friendly and more persuasive. Having a site increase its conversion rate by even 100% is not rare! Contact us for a free quote on your site conversion optimization project. |
Google Analytics provides a vast amount of numbers and metrics through hundreds of reports. Use our knowledge to understand your site visitors and get the actionable data.
We provide Google Analytics installation, customization, training and analysis.
