ABM
Paid Media
SEO
CRO
Analytics
Email
Fabergé - CRO CASE STUDY
Boosting Online Sales for Luxury Jewellery
increase in products added to the cart
increase in completed orders
Fabergé, synonymous with luxury and intricately designed jewellery, sought to enhance its e-commerce conversion rate for its esteemed collections, drawing inspiration from the iconic Fabergé eggs. CRO agency Somebody Digital was tasked with refining the online purchasing journey to achieve this goal.
The primary challenge lies in optimising the e-commerce journey on Fabergé’s product pages to encourage more users to proceed with adding items to their shopping bag and completing purchases.
- Predictive Eye Tracking: Revealed that crucial transactional steps were not immediately visible, being placed below the fold.
- Scroll Maps: Indicated a significant drop in scroll depth, with many users not reaching the ‘Add to Shopping Bag’ call to action.
- Click Maps: Identified a strong interest in the ‘View Specification’ feature, suggesting that detailed product information was highly valued by users.
The changes we implemented included:
Desktop Variations: Positioned the CTA prominently above the fold and expanded product specifications by default.
Mobile Variations: Introduced a sticky ‘Add to Shopping Bag’ CTA and ensured product specifications were expanded by default.
From Good To Great
By elevating the visibility of the ‘Add to Shopping Bag’ button and ensuring detailed product information was immediately accessible, we not only streamlined the shopping process but also catered to the information needs of potential buyers, significantly enhancing the user experience.
The implementation of these strategic changes resulted in:
- A 46% uplift in users adding items to their cart.
- A remarkable 79% increase in order completions.
These outcomes underscore the critical impact of clear and accessible calls to action, as well as the importance of providing comprehensive product details upfront in the e-commerce journey.
This Fabergé CRO case study highlights the potent combination of targeted improvements to product page design and information availability in boosting online sales.
As a leading CRO agency, Somebody Digital is committed to advancing our conversion rate optimisation services, continuously driving significant enhancements in e-commerce performance for luxury brands like Fabergé.
