Winiat, a Chinese wholesaler of electronics wanted to increase the number of online enquiries coming in through their online presence. Contracted us and achieved a 15% increase after we implemented conversion rate optimization.
Challenge
They had significant amount of traffic with less than 1% inquiries. We were tasked to find an efficient means of achieving this goal with minimal investment on traffic acquisition from the West.
Project features
We assessed their complete user journey through the website concentrating on user journey to submitting product inquiry to create hypothesis for testing and also to try and identify key issues stopping prospects from making contact . During the research phase we identified that the contact us form requested unnecessary information like date of birth, mobile phone and home number. Without these details being provided in the form an inquiry could not go through.
Instead of going with hypothesis, we decided to run split and multivariate testing on the inquiry and found that requesting unnecessary information was a major blocker to inquiries.
We took time to understand their prospects and customers and through primary research we found that their customers were very busy people who thought it was some-what like violation of privacy if a business requested for their home telephone instead of a business number if at all it was necessary.
Results
We tested various variables and found the winning page. In effect, we removed the field for date of birth and home telephone number. The mobile field was allowed as voluntary and not as a prerequisite. The end result showed a significant increase in inquiries by 15%.
From The Client
“These guys are one of the best in what they do and have built such a strong relationship with our organization that we look up to them as industry leaders and as an extension of our marketing department. They are neither expensive or cheap but one thing about them is results. That is what every business wants”
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