Conversion Rate Optimization Case Study – 23% Increase in Transactions vs. Control





Conversion Rate Optimization Case Study #5

How we scored a 23% increase in transactions by improving the Category filter for an e-commerce retailer based in India.  See the Conversion Rate Optimization (CRO) video above.

Problem Discovered & Hypothesis

1. Due to huge variety of products available on the website, visitors always faced difficulty in narrowing down the results to choose from.

2. On Category Pages, the Filter Options present on the left hand side, were visible only in the first fold. And, while scrolling down if the visitor needed to change or add filter options, s/he had to go back to the top of the page.

3. Making the Filters sticky on the left seemed like a possible solution to the problem

Results

A 28% increase in the number number of transactions in Variation.

Google Analytics also shows significant uplift of 23.5% in e-commerce conversion rate
85 transactions completed in variation whereas only 66 transactions in control during the course of the test.