How to increase website conversion rate for 66%

In the vast expanse of the digital landscape, one challenge stands tall above the rest – the quest for higher conversion rates. It's a journey filled with twists, turns, and occasional dead ends, where businesses strive to transform fleeting interest into tangible sales. 

At Bighead Lab, we've had the privilege of creating over 20,000+ ad creatives working with 100+ brands. And let's just say we've learned a thing or two along the way. 

Unfortunately this is still an ongoing project and the client asked us not to share any data or insights tied specifically to them. So we decided to share our complete methodology that helped us win the conversion numbers into our favor.

About the project

Starting from ground zero (meaning, zero revenue), we faced numerous challenges in establishing its online presence and driving conversions. 

In the competitive landscape of direct-to-consumer (D2C) brands, a fresh contender emerged in November, poised to redefine the consumer experience in the industry of cosmetics. As a newborn in the digital realm, they faced an uphill battle – building brand awareness, standing out amidst fierce competition, and guiding potential customers through a seamless journey from discovery to conversion. The challenge was real, but so was our determination.

With a targeted focus on three markets, [Slovenia, Croatia, and Italy], we quickly gained traction by offering innovative products and bundle packages. With a key demographic of individuals aged 22 to 45, with a balanced distribution of 60% females and 40% males, the brand found its place in a competitive market. Seeking accelerated growth, they joined forces with Bighead in November, forging a partnership that would pave the way for a slow, but steady profitable growth from the start. 

The Results: And lo and behold, our perseverance paid off. 

Within a mere six months, the brand experienced an awe-inspiring 66% surge in conversion rates. From a modest beginning, they emerged as a force to be reckoned with in the fiercely competitive e-commerce arena. 

Conversion rates may seem like a formidable beast, but armed with wit, strategy, and an unwavering commitment to improvement, success is well within reach.

How we did it?

TLDR: By closely analyzing user behavior, identifying pain points, and conducting A/B tests, Bighead employed a methodology that proved to be highly effective in driving conversions.

It can be summarized in three key steps: Analyze, Optimize, and Iterate.

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Analysis

Our approach began with a comprehensive analysis of the brand’s website data. By diving into user behavior, conversion funnels, and analytics, Bighead gained valuable insights into the strengths, weaknesses, and opportunities for improvement. This in-depth analysis provided the foundation for their subsequent optimization strategies. 

We identified key metrics, such as: 

• bounce rates 🚪
• session durations ⌛
• exit pages 🏃
• purchase flows 💵

to understand where users were dropping off and why. Through this analysis, we discovered that the stage of the funnel that can be most improved is where the visitors abandon their shopping carts during the checkout process.

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Conversion funnel assessment

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With the identified drop-off point in mind, Bighead examined the conversion funnel to uncover potential barriers hindering conversions. We evaluated the checkout process, looking for friction points, confusing steps, or technical issues. By mapping out the customer journey, we gained a deeper understanding of where improvements were needed on the website.

Heatmap and click analysis

To gain further insights into user behavior, we utilized Hotjar and click analysis tools. We visually tracked users' interactions, focusing on areas of high engagement and potential friction. This analysis revealed that the placement and visibility of certain elements, such as the "Add to Cart" button and payment options, could be optimized to encourage conversions

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To complement quantitative data, we implemented customer surveys and feedback mechanisms. We were pretty lucky here because the brand had a huge amount of messages on social media. We identified the messages that were looking for some support during their shopping experience and outlined patterns that have been repeating. 

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Competitive analysis

We examined other e-commerce brands in the sustainable fashion industry to identify best practices, innovative bundles, and areas where we could differentiate themselves. This analysis helped inform the optimization strategies and ensure our brand stood out in the market.

This helped us redesign the checkout process, making it more intuitive and user-friendly. We optimized the placement and visibility of key elements based on heatmap analysis. We enhanced product descriptions, addressed shipping concerns, and streamlined website navigation based on customer feedback. 

Converting customers with product combos

Now buckle up, marketing mavericks and unleash the conversion beast! We're about to dive into a conversion rate optimization technique that will make your competitors quiver with envy: the art of bundling. Picture it as creating dynamic duos or fabulous trios of products that leave customers drooling over their unbeatable value. If you're a marketing student or a budding professional seeking to level up your conversion game, get ready to unleash the power of bundling and transform ordinary customers into raving fans.

Let's explore how this dynamic duo can revolutionise your conversion rates in style:

1. Enhanced Perceived Value

Discover a cosmetic product bundle that combines a luxurious moisturiser, rejuvenating face mask, and nourishing lip balm at a discounted price. This convenient package saves time and effort by providing all skincare essentials in one purchase. Customers enjoy cost savings while experiencing the synergy of complementary products that enhance their skincare routine. Perfect for beauty enthusiasts seeking both convenience and value, this irresistible cosmetic bundle offers a complete pampering experience.

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2. Simplified Decision-Making

Say goodbye to decision paralysis! Bundling is here to rescue customers from the torment of endless choices. Instead of overwhelming them with a buffet of products, bundling presents a carefully curated selection that perfectly complements each other. It's like having a personal shopper who hand-picks the best goodies just for you. This simplified decision-making process boosts confidence and leads to higher conversion rates. Hallelujah!

3. Upselling and Cross-Selling Opportunities

Prepare for an upselling extravaganza! Bundling offers the perfect stage to showcase your enticing upselling and cross-selling skills. Imagine buying a basic laptop and suddenly being offered a bundle that includes an upgraded RAM, a stylish laptop bag, and a magical wireless mouse – all at a price that makes you do a happy dance. The temptation to level up your purchase while saving money is irresistible. Ka-ching!

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4. Introducing New or Less Popular Products 

Attention, attention! Bundling offers a fantastic stage to shine a spotlight on your underappreciated gems. Take those hidden gems, bundle them with your star performers, and watch the magic happen. Suddenly, customers who may have overlooked these little wonders are now smitten by their irresistible charm. It's like giving these products a VIP pass to the conversion party. Bravo!

5. Limited-Time or Seasonal Bundles 

Drumroll, please! Get ready to create a sense of urgency that rivals the craziest Black Friday sales. Limited-time or seasonal bundles are the stuff of legends. Picture a bundle that's only available during the holiday season or a flash sale that lasts for 24 hours – it's like whispering sweet nothings into customers' ears. Urgency ignites their inner FOMO (Fear Of Missing Out), prompting them to hit that buy button with lightning speed. Time is money, my friends!

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Now that we've unmasked the power of bundling, it's time to unleash it upon the world of conversion rate optimization. Follow these sassy steps to make bundling work its magic:

1. Analyze your product catalog and customer data like a Sherlock Holmes detective to uncover products that are a match made in heaven.
2. Craft bundles that are as alluring as a siren's call – products that sing harmoniously together and create an irresistible proposition.
3. Price your bundles strategically, offering discounts that make customers want to shout, "Take my money!"
4. Get experimental! Try different bundle configurations and pricing strategies to find the combo that knocks it out of the park.
5. Keep your finger on the pulse! Monitor performance metrics, gather customer feedback, and adapt your bundles to keep up with evolving tastes.

About Bighead:

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Bighead is a growth-obsessed performance marketing agency dedicated to help eCommerce and SaaS companies reach their full potential through media buying, email marketing, analytics and CRO design, while working as an agile extension of their team.

After years of working together in e-commerces and SaaS industry we connected into a team of experts that wanted to do something new in digital marketing. 

After working with over 200 companies, we have discovered that a significant portion of marketing budgets are wasted. That's why we've decided to take a fresh approach, using data-driven insights to craft our advertising narrative, and make our client budgets as profitable as possible.

Why clients trust us?

✅ We collaborated with over 200 businesses.

✅ We generated ~50M of revenue for our clients so far.

✅ We manage ~3M+ in ad spend annually.

✅ We developed and executed new-market-entry strategies for over 50 clients.

✅ We’re advertising in 150+ countries

Ready to kick off your growth journey? Let’s talk on info@bigheadlab.com

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