ClickThrough Marketing

We’ve been delivering strategies to accelerate growth of people and brands since 2004, and winning awards for our outstanding service. Combine our people, knowledge, and technology with your brand equity, and the opportunities are endless.

Lichfield, United Kingdom
Founded: 2004
Staff: 50
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Skills

SEO
PPC
Web Design
PR
Outreach
Display Advertising
Social & Content Strategy
Paid Social
Amazon Marketing
Amazon Web Services
Clients
Le Creuset
Dunelm
Cooksongold
Biffa
Aggreko
Al Rayan PLC
Woolroom
Craghoppers
Hawkshead
Nixplay

and 1 more

Sector Experience
Ecommerce
b2b
B2c
Automotive
Business to Business
Charity
Construction
Consumer Durables
Cosmetics/Beauty
Education

and 18 more

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OTTY SPRING FORWARD WITH OVER 350% RETURN ON THEIR INVESTMENT

Otty manufacture award-winning hybrid mattresses, combining both spring and foam for optimum levels of comfort. They also offer packages of complementary products designed to provide the ultimate sleep experience for all their customers.

The Objective
Otty turned to ClickThrough to help improve their conversion rate, user experience and number of ecommerce purchases.

The Strategy
ClickThrough recommended they use Data-Led Design. This is a new approach to conversion rate optimisation which uses offline tests to validate designs before they are tested using live website traffic to boost their User Experience, conversion rate and sales.

By conducting thorough research and website analysis we created a CRO strategy encompassing a key focus on product configuration and the primary conversion funnel. We also looked at improving the shopping cart experience and optimising timely promotional pages using Data-Led Design.

Our first task involved establishing the key issues with the Otty website user experience, followed by the identification of quick wins and design changes to impact conversion rate positively. This helped us to identify our approach and narrow down our focus.

Improve Product Configurator

Using visual intelligence tools and analytical data we found the product configurator was not performing well. Quick wins were identified to correct this.We made the product selections and ‘add to cart’ function clearer and more user friendly.Following A/B testing we conducted Data-led Design on the mobile and desktop versionsUsing all our findings we further optimised and evolved the design which was A/B tested for a further 4 weeks.

Increase Shopping Cart Conversions

We wanted to exploit the increased traffic volumes to the shopping cart.Using Data-led Design we improved user experience and increased transactions. This was A/B tested for 5 weeks.

Improve Performance of Promotions

Promotions are an asset to e-commerce companies and displaying promotions in the correct way can affect performance.Capitalising on the other site improvements that were made, we implemented quick-win and Data-led Design testing on promotions OTTY were running for Black Friday.We aimed to increase engagement and transactions during the promotion period and to test if optimised design would perform well.We altered the positioning, display and wording of the promotions whilst the changes made from user feedback and visual intelligence from the DLD testing proved the optimised design worked well. This was A/B tested for 4 weeks.

Enhance Home Page

Utilising all of the assets previously tested, we moved key high-performing elements, specifically the products cards, to the home and bundles pages.This quick win was A/B tested for 2 weeks.

The Outcome
The testing, changes and subsequent design improvements we implemented exceeded expectations proving to be extremely successful. Over the seven months of testing Otty's costs were covered within 5 weeks, with a return on investment figure of over 350%*.

What’s more, by October 2020, OTTY’s year-on-year conversion rate had increased by 73% - sitting at 1.49% in comparison to last year’s 0.86%.

*based on AOV for the site at the time of testing, each variation was shown to 50% of traffic with all additional revenue being calculated from orders placed on variation pages.

Quote from Client
Right from the start, CTM have been very proactive in planning a strategy around optimising the site to improve conversion performance. Having the design led testing first has meant that variant tests have won out almost every time which has resulted in a great set of improvements to date. I would be happy to recommend the CRO team if you are looking to generate better conversion rates

Andrew Jacobs, Otty.

Tags

UX Design
CRO
Data Led Design

Clients

Otty