Bonmarché CRO Case Study

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INTRODUCTION BACKGROUND APPROACH RESULTS

BONMARCHÉ

Key Results

25 %

INCREASE IN CONVERSIONS

£778 k

INCREMENTAL REVENUE DRIVEN

9 %

REDUCTION IN BOUNCE RATE

EXPERTISE

Ecommerce, Financial & Professional, CRO

BACKGROUND

Bonmarché is a women’s fashion retailer that has been going for over 40 years and has a large following of loyal customers.

Found have managed Bonmarché and PPC and SEO channels and have highlighted conversion rate as an area for improvements across the site.

CHALLENGE

They have a very sophisticated SEO and PPC offering and they wanted to ensure that they were making the most out of the traffic they were driving to the site. This was especially important as they had several seasonal campaigns both in progress and upcoming.

OUR APPROACH

“To uncover issues with the conversion path the CRO team watched user recordings of users who did not fully covert and compared this journey to the users who did convert to identify trends and issues. With so many users landing on product pages but not converting there were many tests that we wanted to apply to these pages. Trust signals, positioning of on-page elements and barriers to conversion were our main priority."”

RESEARCH

We reviewed how users were engaging with the site and carried out a analysis of Bonmarche's Google Analytics. Through this we uncovered that there were several barriers preventing users from converting We also conducted a review of user recordings and heatmapping data to understand how exactly users engage with the site and how they move on pages. This highlighted the product pages and the navigation are areas for improvement. Finally we reviewed competitors to understand how they present their site to users and to identify areas of strength.

PLANNING

Now we had carried out our research we presented our findings to the various stakeholders at Bonmarché. We took them through in detail how users were engaging with the site and what issues they were facing. At this stage we presented our testing plan on how we would be improving on the issues faced.

EXECUTION

Once the tests had been signed off our in house developers created the tests on behalf of Bonmarché it was time to test them. Once created and signed off it was time to run the A/B tests. 50% of the users saw the original variant and 50% saw the new version.

With the emergence of so many clothing retailers competing on the the market is becoming more competitive by the day. Customers seek value and an easy online experience.