The Hut Group has increased conversion rates on its website by 63% as a result of introducing a system to test its site content.
The Hut Group has increased conversion rates on its website by 63% as a result of introducing a system to test its site content.
The retailer has implemented multivariate testing on the site, thehut.com, across the registration and transaction pages of its website by working with web content optimisation company Maxymiser. By understanding what customers find most appealing, the retailer can deliver a better online experience and encourage more visitors to make a purchase.
The testing has led to identifying that a call to action, “Add to Basket” button, early on in the buying process, has a negative impact on visitor actions. The retailer found that a click through to a product page containing the ‘Add to basket’ button was far more successful.
The Hut Group creative director Ross Boardman said: “The testing has been so successful that we are currently looking to introduce a full-time member of staff who will oversee the continual running of our multivariate testing programme. The results of our tests are having a substantial impact on our revenue numbers.”
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