Smiles have seen rapid business growth through social media referrals & needed to refine and improve conversion rates on their eCommerce store.
Testing our principle of ‘Guiding Users with Colour’ delivered really positive results. Changing the colour of the call to action buttons throughout the purchase journey to green, creates a clearer & more positive user flow.
We experimented with the idea of encouraging a user to purchase if a ‘Low Stock’ message was displayed next to the main ‘add to bag’ button. Looking at the results, it was clear that this test could greatly increase conversion and overall revenue. Smiles can now toggle this UI element within their CMS.
When combined, small UI improvements can have a significant impact on optimising conversion rates
Below are the average percentage increases on the existing eCommerce website, taken from the successful tests run during this project. This process has given Smiles a further optimised website and a better understanding of how CRO can be utilised successfully in the future.
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