DISPLAY and packaging company WBC has announced it has dramatically increased its sales following a successful conversion rate optimisation project.
The company has been working with pay-per-click agency Periscopix to boosts its sales of hamper, deli and drinks packaging to trade and retail businesses.
Periscopix used Google Analytics to look at how users were interacting with the site and found despite high sales for existing customers, purchases by new customers were not strong.
“Users arriving at the website were commonly navigating back to the homepage to find the product that they wanted,” said Oliver Walker, a web analyst at Periscopix.
“However, the page layout didn’t easily facilitate access to the WBC’s key products. Given the high proportion of visitors doing this, we decided a change was needed.”
Periscopix then created a new home page to test against the original and ran an A/B test for a period of three months, using Google Analytics to track results.
The results were clear, as the new design increased the conversion rate by 12.2% and homepage engagement by 2.2%.
“While working with Periscopix our understanding of Google Analytics has grown substantially, giving us comprehensive insight into our visitor’s behaviour,” said Lauren Gale, ecommerce manager for WBC.
“The recommendations made for our homepage lead to increased visitor engagement and a higher conversion rate.
“We are currently redesigning our website and the recommendations made by the team at Periscopix have formed a cornerstone for the decisions we’ve made.”
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