Working with REO has allowed us to scale our experimentation programme, deliver a 12x ROI and secure further investment for experimentation. We see REO as an extension of our team and have benefited from their strategic approach and support which has yielded tangible results.”
Alice Clark, Digital Analyst
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Investment
revenue
Our contributions
- Experimentation Strategy
- Contentsquare deep-dive
- Usability testing
- UX/ UI Design
- Tech stack training
- AB testing
- Google Analytics analysis
- UX/ UI Design
Tech partners
Challenges
Molton Brown assigned REO three main objectives:
- Work alongside the existing team to increase conversion and incremental revenue
- Demonstrating the value of Experimentation and a strong ROI that will support the case for further investment.
- Increase awareness and embed experimentation within the business
The REO approach
We conducted a deep dive analysis of the available web and digital experience analytics data to gain a rich understanding of user behaviour, traffic sources, conversion funnels and friction points. Afterwards, we conducted user testing of Molton Brown’s target audience to understand what was causing the bottlenecks.
Key opportunities highlighted by participants included promoting brand USPs, improving navigation through the site, optimising product page structure and information hierarchy.
We used our Prioritisation Framework to create problem statements and outline a path towards finding a solution. Next, we proposed working on the product detail pages and site navigation as initial priorities. After sign-off from the team, we got to work on delivering a comprehensive experimentation programme.
Deliverables
Product page layout
Users were struggling to find key information such as ingredients, reviews, price and delivery on product detail pages. We believed this was contributing to a low add to bag rate, limiting Molton Brown’s conversion rates. Our solution was to design and test multiple variants of the product detail page with improved layouts to showcase key information. These tests resulted in an increase in add to bag by 8.69%, as well as an uplift in transaction rates.
Site navigation usability
Another issue we identified was general site navigability. So we wanted to improve the usability of the sitewide menu. Analytics also showed users interacting less with the search bar compared to industry averages, we sought to improve this feature in parallel. We made the sitewide header sticky, so that users could access the menu from any point on the page. We also signposted the search bar more clearly. As a result of these changes, there was a significant uplift of 9.62% in search interaction, as well as a positive impact on transactions.
The outcome
Over a 12 month period, REO has supported Molton Brown in delivering an experimentation programme that has delivered an above average win rate of 56% and an ROI of 12:1. By conducting user research, data analysis, competitor analysis and buyer persona creation, REO has derived actionable insights that signiificantly increased multiple key metrics:
- Making search more intuitive, increasing interactions by 9.62%
- Optimising product detail pages, leading to an 8.69% increase in add to bag
- Overall user experience and conversion rate improvement contributing to 7.4% annual revenue growth
