Sunrise Business increases add-to-carts by 22% with conversion optimization in Google Optimize
Intro
Sunrise is the largest cable network operator in Switzerland, serving around 2 million customers. The business website was falling short of its targets regarding expected e-commerce conversion rates and user engagement KPIs. Therefore, e-dialog worked with Sunrise to develop a comprehensive A/B testing strategy aimed at improving the conversion rate and user experience on the site step by step.
Goals
- Increase in e-commerce conversion rate
- Increase in revenue in the Sunrise online shop
- Increase in add-to-carts
Conversion optimization is the best method for achieving significant effects with small changes. In e-dialog, we have found a good partner who is always focused on identifying low-hanging fruit and generating quick wins. The next step involves deeper analysis to systematically remove obstacles for users on the website. We have not only increased conversions on our website but also learned a great deal about user experience and A/B testing along the way.
Philipp Leuenberger, Head of Digital B2B
Measures
In the first step, user behavior on the Sunrise (formerly UPC) website was comprehensively analyzed in Google Analytics 360. It was found that while Sunrise Business product pages generate a high volume of traffic, they also exhibit high bounce rates and low conversion rates.
A more detailed analysis of user behavior on the product pages using session recordings and click maps in Hotjar revealed that users were more likely to click on the “Check availability” CTA below the product table rather than directly on the “Order now” CTA in the product table above. Note: clicking on “Order now” also led users to the availability check in the first step of the checkout process.
Based on this analytical insight, the following hypothesis was developed and tested in Optimize 360: IF the wording of the CTA in the product table is changed from “Order now” to “Check availability,” THEN add-to-carts and the e-commerce conversion rate will increase BECAUSE the wording is directly adapted to user behavior.
Results
Small change – big impact. By adapting the CTA wording to user behavior, add-to-carts were increased by a significant 22%. Additionally, a 12% increase in the e-commerce conversion rate and a 54% increase in e-commerce revenue were measured. The winning variant has already been implemented on the website, and the test was also conducted in English, Italian, and French.
- % add-to-carts
- % E-commerce conversion rate
- % E-commerce revenue
