Couple with Mobile Phone

Tripled Conversion (0.6% to 2.2%)

$29M lift in Sales >400 to 1 ROI

90% of visitors abandoned checkout without purchasing, resulting in very low conversion rates. Our client had previously conducted extensive user testing and other research, but the resulting changes barely shifted conversion. There was disagreement about the real problems: was it price, visitor intent to convert, or something else?

Client:

Multi-Channel Retailer

Website Goal:

Drive online & offline sales

KnowClick Insights

KnowClick identified the real problems and quantified the financial impact for each (very powerful for getting changes approved & fast tracked).

Lack of same day appointments

30% came to make same day appointments. Almost all abandoned without converting

$5-6 million/year lost revenue

Checkout flow & calls to action

Over 1/4 who abandoned before selecting an appointment time weren’t even aware they could make an appointment (they just didn’t notice the breadcrumb trail)

$5-10 million/year lost revenue
 

Confidence product is in stock 

1/3 abandoned because they were unsure if the product they wanted was in stock,  despite messaging on the product pages that said all products listed are available locally. Some didn’t notice this; others didn’t trust it

$5-12 million/year lost revenue

Client Actions

Client made the following changes within 3 months of receiving our recommendations:

  1. Added same day appointments

  2. Reordered checkout, with more persuasive calls to action

  3. Added stronger confirmation that products are in stock

Impact:

Tripled conversion rate with far simpler changes than expected.
$29 million increase in online revenue per year (ROI >400 to 1).

How We Did It

Combining intentions with behavior is what makes our insights so actionable

This insight was enabled by

  1. Capturing visitor intentions & conversion barriers at key checkout pages
     

  2. Connecting these intentions & barriers to their checkout behavior

Micro survey targeting visitors who just added to cart:

By connecting their responses to their behavior, we saw that 95% of visitors looking to make a same day appointment abandoned checkout.

Customized abandonment survey targeting visitors exiting after steps in checkout:

Here we found that many wanted confirmation that the product really was in stock – while some called the company to confirm, many others decided to go to a competitor.

FAQ's

Do people really respond to these surveys?

Yes. Our average response rate was 18%, and we received >3000 responses in one month. Relevant questions that feel like part of the experience can get a great response.