Magenta increases online sales with conversion optimization
Intro
As a leading telecommunications company in Austria, Magenta records high levels of website traffic. e-dialog was commissioned to improve the user experience on www.magenta.at and use A/B testing to nudge more users from the website into the online shop with the goal of increasing online sales.
Goals
- Increase in eCommerce conversion rate
- Increase in revenue
Conducting A/B testing based on a sound analysis of user behavior on our website achieves the best results. We are pleased to have found a partner in e-dialog that follows exactly this approach.
Silvia Michelitsch, Senior Manager Digital Commercial, Magenta Telekom
Measures
A detailed analysis of user behavior in Google Analytics 360 and Hotjar showed that users on the most visited pages before the webshop did not navigate directly to the shop via the CTA on the page, but rather via the “Mobile Phones” menu item in the navigation bar. Consequently, users were making two unnecessary extra clicks.
Based on this insight, the following hypothesis was created and tested in Optimize 360 with a multivariate test: IF the CTA wording on the page is changed and a visual element featuring smartphones is added to the page, THEN the eCommerce conversion rate in the Magenta online shop will increase BECAUSE the user journey is simplified.
Results
Designing A/B tests based on detailed analysis and insights into user behavior is the most important cornerstone of successful conversion optimization. The multivariate test showed that the combination of the modified CTA wording and the inserted smartphone element achieved the highest uplift in eCommerce conversion rate and revenue.
- % eCommerce revenue
- % eCommerce conversion rate
