The Challenge
Ted’s Camera’s, one of Australia’s largest camera retailers, worked with us on a full-service conversion rate optimisation program to increase their online sales. Despite their strong reputation as industry experts, they faced challenges in effectively engaging customers who needed guidance during the purchasing process.
Our user research revealed three critical insights:
- Customers who purchased with Ted’s Camera viewed the retailer as "the experts" in the camera industry.
- 70% of the customers considered themselves "amateur enthusiasts" who needed advice when making a purchase.
- Users who initiated a Live Chat were 3x more likely to purchase, but not many people were using it.
Our Solutions
Based on these insights, we implemented two key changes to enhance the customer experience and encourage more users to utilise the live chat feature:
- We changed the "Live Chat" text to "Ask an Expert." This new wording leveraged Ted’s Camera’s perceived expertise and directly addressed the needs of amateur enthusiasts seeking advice.
- We increased the visibility of the live chat button by using a contrasting colour that stood out from the main brand colours. This design change aimed to draw more attention to the chat feature, making it more accessible for users.
Result:
The conversion rate of the test version increased by 9.1% as compared with the Control, with a 95% significance level and 85% power. We were totally blown away by this experiment result, which illustrates the power of small, strategic updates.
Key Takeaways
The effectiveness of this A/B test was based on insights found in User Research. When you have multiple insights pointing to the same solution, it makes the idea more convincing, and helps with prioritising the idea. The stronger the research, the stronger your ideas become.
Conversion optimisation isn’t a complicated process: learn about your customers, implement changes based on insights, and measure the outcomes to continue refining your approach.
