Conversion rate optimization for logistic company

CRO (conversion rate optimization) is the best way to get more sales and leads for any business. You should do conversion rate optimization on an ongoing basis. Also, it’s a good way to save the budget in cases when you don’t want to increase the advertising budget or invest more in SEO. You’ll receive more sales without the budget increase. As a result, you’ll receive more sales with the same traffic volume.

The main point of CRO – we test forms, colors, buttons, headlines, or even whole pages to get better results. All the results are checked in analytics tools like Google Analytics and Google Optimize to see if the experiment is better than the original page. The main advantage of this service is that you don’t need a developer to launch experiments. Also, all the changes are made without developers and we involve them only after successful experiments to implement the best versions of the page.

Our work on fialan website started with data analysis. Analysis was made with Google Analytics and Hotjar tools. On analytics, we checked conversion rates for different devices and audiences and checked the pages which would be better to test. On Hotjar we checked heat-maps and user behavior. We noticed, that the lead form is too low on the page – 7th block in the same time form was sent if the main action users should do. Also, all the buttons had the same colors and users didn’t have an association between button color and action. Also, pages have some icons that are non-clickable but in page logic, they should be (by heat-maps data users click on it but nothing happens).

We prepared a list of changes that should be implemented without testing.

Also, we prepared a list of experiments we’ll launch. We choose several elements that affect conversion rate mostly according to analytical data in GA and Hotjar.

So we created a multivariate experiment on Google Optimize to see which version will be the best. In total, we tested 3 versions: original, form on the 2nd screen, and form on the 3rd screen. Results we received you can check below:

Original – conversion rate 1,66%                                                               Experimental version – conversion rate 3,12% 

This experiment gave us the possibility to increase the conversion rate for a single page by 87,95%.  The number of leas increased by 150%. So, we got a summary: as higher is the form as better results we have. Also, we calculated that the business missed about 80% of potential leads because of form placement.

Google Analytics data with experiment results:

Next step: we updated buttons and prepare an experiment with button colors and changed forms.  We prepared 4 hypotheses for the experiment:

1. Changed buttons.
2. Changed forms.
3. Changed forms and buttons.
4. Changed buttons and replaced form on a separate page.

Original                                                                                                                                                           Experimental

The results we received:

1. The conversion rate for the version with changed buttons – is 4,48%;
2. The conversion rate for the version with changed forms – is 1,16%;
3. The conversion rate for the version with changed buttons and forms – is 1,85%;
4. The conversion rate for the version with a changed button and form on a separate page – is 2,78%.

The original page showed us a 0% conversion rate during 512 sessions and possibly 12 conversions.

As a result, we significantly increased the conversion rate for this page just with changed buttons. Google Analytics data for this experiment is placed below:

Conclusion: CRO can increase your conversion rate significantly just with a few changes. Talk to professionals and we’ll help you to get more sales and leads without budget change.