Conversion Rate Optimisation (CRO)
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E-Commerce
Purdy & Figg
01/ Summary
Headquarters
London, UK
Industry
DTC Product
Product
Website & Landing Page
Purdy & Figg is an eco-conscious cleaning brand, offers all-natural, beautifully scented cleaning concentrates that are effective, safe for families, and environmentally friendly. Manufactured in England, Purdy & Figg has grown from a garage startup to serving 300,000 UK homes.
02/ Services
CRO Research
CRO Roadmap
A/B Testing
Website Optimisation
Landing Page Optimisation
03/ Challenge
The goal is to optimise the purchase journey, ensuring a seamless user experience that drives higher conversions. This will include identifying actionable ways to increase the Average Order Value (AOV) and implementing data-driven improvements to further elevate the landing page's impact. Success will be measured by improved conversion rates, higher AOV, and a more efficient funnel that maximises revenue potential.
04/ Research
01/ User Interviews
Recruitment
We created a project using Hotjar Interviews and filtered participants by asking screening questions.
Target Audience
35 - 65 yrs, New Customers
Participants
8, New Customers
05/ Research Insights
01/
Users wants to know about flexibility with subscriptions (4/8 Interviews)
Ability to skip deliveries, change frequency, get notifications, customise scents.Lack of flexibility deters signups.
02
Unanswered questions regarding subscription (8/8 Interviews)
All interviewees has at least one question regarding subscription purchase
03
Scent is part is a key decision factor (8/ 8 Interviews)
Variety of scents and natural, sustainable products seem to be main benefits.
"User research is the compass that guides design decisions, ensuring every choice aligns with the real needs of your audience."
"We decided to optimise landing page first over main website as it was generating 80% of the total revenue"
06/ Landing page optimisation
Recommended starting with a full redesign of the landing page, focusing on improving the user interface and user experience while keeping the core messaging intact.
This approach will enhance the visual appeal and functionality of the page, making it easier for visitors to engage with the content and navigate the site, ultimately driving higher conversion rates and increasing revenue potential.
01/ Test 1
Hypothesis
By optimising the user interface and user experience of the landing page, visitors will engage more effectively with the content and navigate the site more smoothly, thereby increasing conversion rates and positively impacting overall revenue.
Test Results
Improvement
+44.23%
Increase in revenue
Primary Goal
Revenue
Test Type
A/B Test - 50:50 traffic split
02/ Test 2
Background
Customer research has revealed that users of the Purdy & Figg cleaning products show varying levels of usage and engagement, leading to some customers having excess product while others need more.
Additionally, the research highlighted that two specific 'starter kit' bundles perform best in terms of acquisition and retention:
1. The Counter Clean Starter Kit, which includes 3x concentrates of Counter Clean.
2. The Complete Starter Kit, which includes 3x concentrates of Counter Clean, 3x concentrates of Bathroom Bliss (a bathroom cleaner)
To enhance the customer experience, there is a proposal to allow customers to clearly select from these two bundles during their initial engagement. This approach is expected to improve conversion and retention rates by better aligning customers with the most suitable product bundle for their needs.
Hypothesis
By simplifying the user journey and offering two evergreen starter kit options that provide clear choices on product volume, visitors will have a more straightforward decision-making process, thereby leading to a higher conversion rate.
Test Results
Improvement
+50.04%
Increase in revenue
Primary Goal
Revenue
Test Type
A/B Test - 50:50 traffic split
06/ Continue with other case studies
