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Companies and conversions: Schuh increases conversions by 6% using Website Optimiser

Monday 24 August 2009 | 10:49

In this week's instalment of 'Companies and Conversions', we look at how Schuh tested their product pages using Website Optimiser to increase conversions (sales) by 6%.

the product category layout

Schuh’s Web Developer, Patrick Timmons, wanted to increase the profitability of the Schuh website. With Website Optimiser, he knew he could run different versions of a single page and see what led to a better response (i.e. conversion rate) from visitors. He decided to concentrate his efforts on the product category pages of the site.

Looking at his original page design, there were a number of things Patrick could test. Would customers respond best to have more products to compare on the page? Or fewer products, but with bigger graphics and more detail? Would including a male model on each page appeal, or was it a waste of valuable page space? In order to stop guessing about website design and to learn more about their visitors' behaviour, Patrick decided to launch an A/B test with Website Optimiser.

Winning page increased 'add to baskets' by 10% After leaving the test to run just a couple of weeks in Website Optimiser, it became clear to Patrick that one variation was winning. Variation B improved ‘add to baskets’ by 10% in comparison to the original.

Assuming the new variation converts equally to the original layout, this results in a 6% overall improvement in site conversions for customers who navigate via the product category page.

can you do next?

Identify areas of your site to test. This can be done by a simple usability analysis of your site, or by using hard data from your analytics programme. Design alternatives to the original and run the new variations via a testing platform such as Google’s free Website Optimiser.

are just one of the companies that have shared conversion improvement success stories with us. Read more about Schuh and others in the Conversion Centre. You can also learn more about our Google Conversion Professionals programme and how they could help you improve your site's profitability here.


Alistair said...

He wanted to test range size, image size and model inclusion, but used just two landing page versions?

Surely this is a case just crying out for multivariate testing? How will he know which change made the difference?

George - Planet Anarky said...

I agree with Alistair.

In this case, though, it does look as though some simple usability and common sense would have come to the same conclusion that the test did: if visitors are at a product-level in the site, they are potentially much closer to 'buy-mode' than 'brand engagement'.

Pages that use up space with pointless graphics instead of actual products is clearly very likely to lose the conversion battle.

Just out of interest, I reviewed the Schuh site a couple of times on my blog. The graphics element was a prominent point...