How Somebody Digital is helping increase online sales for Fabergé

Fabergé

Fabergé is one of the most revered names in the jewellery industry and is renowned for its exquisite designs and collections, many of which take inspiration from the famous original Fabergé eggs.


The Testing Objective

Fabergé approached Somebody Digital to help them achieve a higher ecommerce conversion rate for their famous luxury jewellery products.

Step 1: ANALYSIS

At Somebody Digital we use a wide range of insights and analytics tools to get a deep understanding of online performance and what is helping and harming conversion.

Analysis / Attention Maps

Predictive eye tracking showed us that the next step (call to action) in the e-commerce journey from product pages was not visible. The next transactional steps such as adding to shopping bag and store locator were below the fold and simply not being seen.

Perception Mapping

Our predicative eye tracking tool shows what visitors will see and miss in the first 3 seconds

Attention Mapping

Predicative eye tracking can see what elements capture the moment attention on the page

Step 2: CREATE A HYPOTHESIS

Based on the insight and analysis the hypothesis is a way of saying what outcome we will be able to achieve from changes made on the page

Analysis / Scroll Maps

Scroll maps showed us that the page had a low scroll depth with a high percentage of traffic not scrolling as low as the Add To Shopping Bag call to action.

We discovered that the "Add to basket" button is below the fold. 50% of visitors do not even scroll this far.

Analysis / Click Maps

We then reviewed where users were clicking on the page to help us understand the content that users were most interested in.

We discovered a click hotspot over the "View Specification' call to action. This showed us that the hidden content was something users were interested in and perhaps should be more readily available on the page.


Hypothesis

Based on our insights and analysis we produced the following hypotheses:

  • Bringing the call to action above the fold (while also making it sticky on mobile devices) will increase the volume of traffic adding products to the basket and increase the volume of ecommerce transactions.
  • Having the product specification already expanded, will increase the volume of traffic adding a product to the basket and increase the volume of ecommerce transactions.

Desktop Variations

Changes:

  • CTA is shown in clear component above the fold.
  • Product specification is expanded by default.
SOMEBODY DIGITAL VERSION
FABERGÉ DEFAULT VERSION (CONTROL TEST)

Mobile Variations

Changes:

  • Addition of a sticky add to shopping bag CTA.
  • Product specification is expanded by default.
SOMEBODY DIGITAL VERSION

Winning variation

FABERGÉ DEFAULT VERSION (CONTROL TEST)

Step 3: RESULTS

SOMEBODY DIGITAL MOBILE & DESKTOP VERSIONS

Desktop Winning Version

+55% increase in Add to Cart

+100% increase in transactions

(Compared against the Default control layout)

Mobile Winning Version

+249% increase in Add to Cart

+112% increase in transactions

(Compared against the Default control layout)

Final thoughts

The results of the a/b test showed a significant increase in items being added to the shopping bag.


The results demonstrate the importance of increasing the clarity of the ecommerce journey. By making the Add to Shopping bag call to action more visible we have increased the amount of people clicking it and entering the e-commerce checkout. Likewise, by providing the product content that we knew users were interested in onto the page we have been able to increase the propensity to Add to Shopping bag and purchase.

What revenue lift are you looking for?

To see how we can help increase your revenue in 2018, contact one of our conversion experts for free. We can talk with you to discuss your targets and offer you a no-obligation site review.