RevZilla, is an online motorcycle-gear retailer based in the US. Founded in 2007 by a core team of riders whose sole goal was to bring the best possible shopping experience to any enthusiast.
RevZilla started to see a big shift in customer behavior. People were moving away from their desktop experience in favor of mobile. But their mobile conversion rate was half that of the desktop, resulting in some major revenue losses. They needed to quickly understand why customers weren’t purchasing on their mobile site.
How we solved the problem
Our ResearchXL framework allowed us to balance agility and thoroughness. We designed the research to understand how customers were experiencing the mobile buying journey from ad campaigns and search through to aftersales. And uncover what was causing any doubts and hesitations. We used heuristic analysis, a Google Analytics audit, heatmaps, exit poll analysis, user testing, and customer surveys.
The rich data set meant our analysts could draw meaningful insights and we called on our consumer psychology and UX expertise to make a list of recommendations based on our findings. We presented these using the PXL Prioritisation framework.
Based on the triangulated findings our recommendations included features that would aid decision making, adjustments to the value proposition, navigation, and visual design changes to improve usability.
One insight from the user testing and data analytics was that almost 60% of sessions with cart adds didn’t proceed to checkout. The existing flow was to take users straight to the shipping details, without clearly showing the products in their cart. While shipping was revealed to be a key consideration for users, they wanted to see a confirmation of what products were in their cart before progressing.
Our recommendation was to test moving the product summary information in the cart higher up to ensure users could clearly find the information they needed.
6.01% lift in conversion rate on mobile at 99% significance.
Overall Program Results
Customer research generates $2M in revenue
A single customer research-backed recommendation for RevZilla delivered an annualized $2M in additional revenue.
Better decisions using CXL’s methodologies
RevZilla used our data-based insights and prioritization methodology to generate better ideas and results, driving their experimentation roadmap.
“Being able to dive into customer stories and pain points is so valuable. Each year I mark our research engagement with you on our site analytics and see it rise as we test your recommendations. Your customer research drives our roadmap.”
Alexander Robinson, Director, PMO at RevZilla
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