Empowering design through experimentation: Mini-cart Transformation
Context:
The Finisterre Story
Born in 2003 from the needs of hardy British surfers, Finisterre makes enduring outdoor product for those that share a love of the sea. Since day one Finisterre has taken a pioneering approach to making better and more sustainable product, challenging and innovating, seeking alternatives to what has gone before.
Finisterre is committed to making informed decisions about impact on the environment and are constantly trying to push boundaries to make the best product possible.
Success Story
Prioritised revamp of Finisterre's mini-cart
In a bid to address rising abandonment rates impacting lower funnel metrics, our collaboration with Finisterre was geared towards enhancing conversions among prospective buyers. The decision to prioritise the revamp of the mini-cart stemmed from its crucial role in guiding user progression. An essential UX overhaul was identified as pivotal for propelling user progression and optimising the value derived from the recently launched product recommendations.
Approach and execution
Data-Driven Design Proposal: Data insights and expertise informed a UX redesign that better aligned with user priorities and addressed existing customer challenges.
Phased Testing Approach: With a phased testing plan, we validated hypotheses, assessed impact and risks, and iteratively adjusted the design based on feedback from all teams.
Building Comprehensive Insight: Detailed tagging during testing phases provided key insights into user behaviour, enabling us to optimise the product recommendation feature for increased conversions and directly link strategic messaging to conversion rates.
Key focus
- Data driven re-design
- Iterative testing for success
- Comprehensive user insight driven from testing programme
Key points and success highlights
Less Invasive Design: The updated design was less disruptive and contextually integrated, aiding user navigation and preventing premature checkout funnel entries.
Streamlined Conversion Messages: Streamlined messages, like payment methods and dynamic delivery updates, were seamlessly integrated for enhanced user engagement and increased effectiveness.
Product Recommendations: Clear differentiation of product recommendations led to higher average order values, balancing engagement with progression to improve overall metrics.
Impact: The outcomes showcased that the revamped mini cart not only eased the shopping journey but also instilled user confidence to advance further. This resulted in a 5% increase in conversion rates for users moving towards checkout and a 3% rise in units per order, contributing to a 3% boost in overall revenue per visit.
+5%
Increase in conversion rates for users moving toward checkout
3%
rise in units per order, contributing to a 3% boost in overall revenue per visit
Programme in focus
Thoughts from our collaboration
We asked those working on the programme each day to share their thoughts on working together.
What the client said
“We really value the Conversio team’s advice, industry expertise, user insight and data driven approach to CRO & Experimentation. Our mutually managed test plan generates valuable insight, deeper customer behavioural understanding, and often, incremental value. As with the test case here, it shapes how we tangibly improve the user experience onsite and drive more efficient business value.”
Kayleigh Clarke, Head of Ecommerce
What we love
"Every decision they make reflects a deep commitment to the customer, and the site is treated as an integral part of the brand experience. This integrated mindset allows us to translate innovative product thinking into meaningful website experiences and explore strategic optimisation opportunities."
Beth Hodge, Head of Client Success
What Other Clients Say
Hear from some of the comments made by other brands we have helped
"I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner."
Shelby Moncherry Desfosse
Ocado
Digital Product & Optimisation Lead
"Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan."
Dave Wood
Laithwaites Wine
Head of Digital Performance
"Conversio provided incredibly valuable insight to support and extend upon core business strategies allowing us to channel focus on site areas with the highest potential; critical amidst challenging trading conditions. A series of targeted tests, despite their simplicity, drove significant revenue gains translating into a positive trend shift for topline metrics.
This process is an important aspect in being able to quantify the value the CRO programme and Conversio add to the business. We’ve formed a strong working relationship with the team over the last few years and have every confidence in the guidance and recommendations that they make."
Jamie Russell
Monsoon
Ecommerce Manager
Common Questions
Your Questions, Answered
Find quick answers to the most common inquiries about our services, processes, and what makes us tick.
What services do you offer?
We offer comprehensive optimisation, experimentation and personalisation as part of our bespoke programmes which encompass a broad range of disciplines including analytics, data warehouses, workshops, UX design etc.
How do I get started and is there a trial?
We recommend a 6-month Activation Period which facilitates onboarding, discovery workshops, analytics, tools and programme setup. Depending on goals and objectives, we will agree success metrics for the period to measure performance with no lock-in if these are not met.
How much do your programmes cost?
Our programmes are tailored to your stage and need, and we use a series of assessment and qualification criteria to establish the right balance of strategy vs. execution. This can include data and analytics, audience segementation, software and tools. Broadly speaking, entry-level programmes start from around £10,000 per month.
Do you work with small businesses?
Absolutely! We are passionate about helping businesses of all sizes thrive. There are some pre-requisites in order for us to be able to deliver value and run a successful programme, such as a min. 150,000 MUVs. These are assessed on a case-by-case basis.
What makes Conversio different?
We take a very different view of experimentation. We were founded on the principles of honesty, transparency and sustainability and these values are woven into the fabric of everything we do. No inflated results or metrics, no manipulative tactics. Just humans engineering for humans.
What is your typical programme timeline?
For the purposes of achieving significance, our Activation Periods usually run for 6-month with onward programme terms of 12 or 24 months. Naturally a longer term enables us to offer more favourable, incentivised pricing.
Better Decisions.
We meet people where they are at, whether you are ready to start or just exploring ideas.
Wherever you are on your experimentation journey, let's chat!
Quick Links
Email
hello@conversio.com
Phone
+44 (0)20 7971 1140
Address
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WC2R 1LA
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