As long as your website has a goal or ecommerce tracking setup correctly in Google Analytics, you’ll be able to see the conversion rate of your website. This conversion rate is the percentage of your visitors that complete a goal or make a purchase. If your website already gets visitors, increasing your conversion rate can increase the leads or revenue generated from your website from the visitors you already get.
RAC Shop has many motoring products with reviews to show others that these are high-quality products. However, the review stars on these product pages didn’t stand out as much as they could:
Making a simple change such as changing the colour of the review ratings doesn’t seem like it would make much of a difference.
This change was A/B split tested so that 50% of the visitors were shown the original version and 50% of visitors were shown the version where the colour of the stars was changed. Doing this allows data to be collected, so the decision to make the change is based on data rather than guesswork.
Here are the results:
As you can see the improvement is significant. Conversion rate increased from 3.5% to a huge 9.9% resulting in three times the number of transactions.
This huge gain was made from a single Conversion Rate Optimisation change that was tested and successfully implemented. If you would like more information on how your website can benefit from CRO changes such as this, contact our CRO team.