Gathering customer feedback Establishing opportunities to improve UX As an established luxury bathroom supplier, C.P. Hart has over 80 years’ experience of specifying and sourcing the world’s most innovative, beautiful and desirable bathroom products. With a strong background in lead generation and proven experience driving potential customers for full bathroom design and fit-out services, Stellar Search is a leading independent digital marketing agency looking after several marketing channels for C.P. Hart. Stellar Search saw an emerging opportunity in the COVID-19 pandemic for C.P. Hart to enhance sales through e-commerce, and improve user experience using their tested CRO process.
Establishing opportunities to improve UX
Following our manual site review, we used the Google Analytics data collected and our funnel analysis to conduct interviews with potential and existing C.P. Hart customers from the retail and trade sectors to corroborate what we had found within our initial analysis. Participants were given a broad range of questions and asked to browse the C.P. Hart site as if they were interested in making a purchase or simply exploring particular products or services. Using our data analysis approach to identify UX opportunities and point out site issues, we reviewed the overall Google Analytics data for C.P. Hart, segmenting devices, locations, new and returning users, and channel data, to understand the composition of site traffic. We also reviewed existing funnel data and set up heatmaps to identify bottlenecks and areas for improvement. The site was manually reviewed to further identify any areas that could be improved, enhanced or streamlined.
Gathering customer feedback
Following our manual site review, we used the Google Analytics data collected and our funnel analysis to conduct interviews with potential and existing C.P. Hart customers from the retail and trade sectors to corroborate what we had found within our initial analysis. Participants were given a broad range of questions and asked to browse the C.P. Hart site as if they were interested in making a purchase or simply exploring particular products or services.
When we analysed the interview responses, we decided that our findings fell into four clear categories:
We then went on to devise tests for each area, based on our ICE (Impact, Cost, Ease) model. For example, under the checkout theme, we identified several links that were leading to error pages in the footer. This issue was picked up by both our funnel analysis and the user interviews and scored highly across all areas of our ICE model.
Testing and Execution
Next, we prioritised the tests based on the ICE scores and organised them into several month-long sprints. At the end of each month, we analysed the impact of each test, to ensure it had delivered the results we wanted.
Results and Effectiveness
Through improving the customer details page, redesigning the product page and adding more service information to product pages, we achieved the following:
● Basket additions increased by 66%
● Bounce rate for the customer details page improved by 27%
● Overall site conversion rate increased by 24%
Following on from this success, we are continuing the process by revisiting C.P. Hart’s business goals and re-analysing their website traffic. Following this, we will define a new hypothesis and formulate a new optimisation plan to achieve further results.
We were seeing low conversion rates for e-commerce across the site and needed to make changes todrive growth. high-end luxury support us to make the changes happen. With a digital roadmap that will drive impact in this market, the future of our business is very exciting. We were seeing low conversion rates for e-commerce across the site and needed to make changes to We offer bathroom products, a very niche market, therefore it was vital we worked with a digital agency who could understand our business, our challenges and All businesses can make changes, but understanding what is working and identifying opportunities to become more effective is key to informing those changes – and that’s exactly what Stellar Search has achieved. With a digital roadmap that will drive impact in this market, the future of our business is very exciting.
Stellar Search Feedback
Stellar Search enjoyed working on the project with C.P. Hart, with Santhi, Paid Media Account Director at Stellar Search commenting: “Working with C.P. Hart on their CRO project has been a really valuable experience – it’s great to work with a client who is on the same page and willing to implement our recommended changes. The positive results of the tests so far have helped with performance across both our channels and across the board. We’re excited to keep testing and seeing further improvements.