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CRO

On the trail for the perfect product page with LD Mountain Centre

 

 
 
Ski-Header
+35.97%
increase in user conversion rate
+52.76%
increase in products added to the basket

LD Mountain Centre has been a stalwart store of Newcastle Upon Tyne since 1966, and has been first choice for many ramblers, climbers, and weekend survivalists for all their outdoor requirements. Stocking everything from sturdy footwear, weatherproof jackets, and camping essentials, plus much more. They partnered with Visualsoft’s CRO team for 6 months, seeking to improve their customer journey and the overall experience of shopping with them. 

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In Numbers
+35.97%
increase in user conversion rate
+52.76%
increase in the number of products being added to the basket

Generating data for a customer-driven approach

Firstly, we needed to identify aspects of the shopper journey that weren’t working through a mixture of qualitative and quantitative research. Gathering statistical insights into user behaviour and what they wanted from LD Mountain Centre. The majority of LD Mountain’s customers land on product pages, which is where we started to work with the aim of getting more products in baskets. 

The research took the form of user testing, where 5 anonymous users, based on key demographics, performed a set of specific tasks that closely followed the typical customer journey through the website. We screen recorded each tester, which illuminated the issue of users selecting their size from a drop-down menu. The research showed us that there was indication whether a product was out of stock in that size, inevitably frustrating the user. 

Turning research into reality 

Based on our findings, we replaced the colour and size dropdowns for square swatches, that would be immediately visible indicating if a product was out of stock in a certain size. This was then rolled out in a test over a month with 50% of customers using the new swatches. The results showed that the introduction of our CRO team’s recommendation brought through more conversions, and achieved our aim of getting more products in shopper’s baskets. 

The results

+35.97% increase in user conversion rate.

+52.76% increase in the number of products being added to the basket.

If you’re feeling like your product pages aren’t up to scratch, or want to find out where your store could be turning sales away, speak to one of our experts.

Boot

Our Craft. Your Success.

“Since onboarding with Visualsoft’s dedicated team, we've witnessed firsthand their passion and depth of knowledge in conversion rate optimisation. By meticulously reviewing website performance and implementing data-driven tests, we've seen remarkable improvements across the board: increased user engagement, conversion rates, revenue, and click-through rates, coupled with significant reductions in abandoned baskets. The team’s expertise has optimised our website and enhanced our mobile user experience, demonstrating a commitment to seamless navigation. It's been a pleasure partnering with Pip and the team and pushing together to maximize our online success.”
Richard Duffy - eCommerce & Data Analysis Manager

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