Turning Clicks into Trips by Reducing Friction for High-Intent Users
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CRO
Turning Clicks Into Trips by Reducing Friction for High-Intent Users for a Hyatt Brand
As a major player in the travel industry, our client recognized the need for a smooth booking process on their website – but they weren’t sure how to benchmark their customers’ experience or how to optimize their process without unnecessary risk.
Instead of going it alone, Cro Metrics helped them define their best opportunities for optimization, implement high-impact solutions, and protect their competitive edge.
Conversion Rates
annual revenue impact
The Challenge
The multi-step booking funnel required users to make multiple selections each time they visited the site. This process, which took 5-10 minutes per session, created frustration for users who had to reenter their trip preferences, often leading to abandoned bookings.
Our Hypotheses
We hypothesized that by enabling users to quickly return to their saved vacation summaries, the company would see an increase in completed bookings. This approach focused on improving the user experience for high-intent customers who were ready to finalize
their travel plans, ultimately boosting conversion rates.
The Experiments
We altered the buy flow by introducing a “Complete Your Booking” button on the homepage. This feature allowed users to return directly to their saved vacation summaries, eliminating the need to repeat the entire selection process. The streamlined experience reduced user friction and made it easier for customers to complete their bookings.
Results
The results validated our hypothesis.
In just over a month, the test revealed a 2.5% increase in bookings and revenue, with this positive trend continuing to grow and drive more bookings even now.
Initially, the impact was modest because users were in an exploratory phase during their first interaction with the funnel. However, as they returned with a clearer intent to book, the ability to quickly access their previous vacation summaries became a key factor in driving conversions. The “Complete Your Booking” conversion rate continued to see a steady increase, demonstrating the importance of reducing friction for high-intent users and its direct impact on driving revenue growth.
Learn more about how Cro Metrics can evolve your business.
Landing On Creative That Converts With Curology
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CRO
Landing On Creative That Converts With Curology
As a direct-to-consumer skincare brand, Curology relies on a strong online presence to drive awareness and subscriptions. When Curology needed to drive more efficiency and volume with their paid media investment, they partnered with the team at Cro Metrics to help improve conversion on site.
new account creations
orders placed
The Cro Metrics Process
Our strong culture of experimentation allows our experts to break down and test through multiple solutions for every challenge. And with over 30k tests in our database, we always have a strong foundation to start from.
Here’s how we broke down the challenges and uncovered an invaluable solution.
The Goals
Improve CVR and increase conversion volume from paid media.
Our Hypotheses
After a full audit of Curology’s paid media, we found that most ads were leading to the same landing page, regardless of channel or messaging. So, we built this into some new things to test.
- Developing net new landing pages to boost ad-landing page synergy will improve CVR
- Building a dedicated landing page to highlight promos and improve offer transparency will maximize seasonal conversion volume
Results
Our tests allowed us to deliver some high-level learnings that Curology continues to use for the Paid Media strategy.
- Custom landing pages for different social media channels convert better
- Personalized creative drives conversions for low-intent channels
- Directing high-intent audiences directly into the sign up flow converts better
- Holiday-specific maximizes performance during peak shopping times
Like most of our enterprise partners (97.1% of them), Curology continues to work with us to build onto the successes from these tests and more. With our continued learnings we’re able to continuously optimize growth solutions no matter how much the marketing landscape changes.
At Cro Metrics, our track record of results starts with more than 30,000 client experiments under our belt. Our time-tested experiment-led process, bank of winning test results, proprietary analytics tools and high-impact testing roadmaps, help us propel clients, like Curology, to the next stage of growth.
Ready to transform your business and drive growth?
Website Redesign Experimentation Drives Significant Results
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CRO
Website Redesign Experimentation Drives Significant Results
With over 3.8 million members and supporters, Sierra Club is the longest-standing and influential grassroots environmental organization in the United States. Every day, the Sierra Club fights to defend everyone’s right to live in a healthy world.
in monthly donations
in monthly gifts
The Challenge
To meet the evolving needs of Sierra Club and to best serve its members and constituents, the organization embarked on a website redesign. While the effort was intended to further the Sierra Club mission, it was imperative donation volume wouldn’t be negatively affected, and ideally, increase as a result.
The Solution
Because Cro Metrics had worked with the Sierra Club to build a Culture of Experimentation, they recognized the value and necessity of testing the redesign to ensure it didn’t adversely impact their objectives of recurring monthly donations, 1x donations, and list building. We designed a prioritized roadmap of tests for the new user experience with a focus on primary KPIs. This included down-funnel optimization around the donation experience, but also global elements including site structure and hierarchy and new site features such as the addition of a “My Account” portal.
To inform Sierra Club’s ongoing growth efforts and the CRO program, we also developed a series of persistent analytics reports such as marketing campaign efficacy, down-funnel analysis, and donation conversion and frequency by opt-in, enabling Sierra Club’s ability to make data-driven decisions.
Results
Not only did incorporating CTAs in key areas outside the donation funnel lead to a 40% increase in monthly donations, and 14% in monthly gifts, it also prevented a major potential loss by visitors who would have otherwise missed those cues. Additionally, personalizing the donation experience drove a 30% lift in monthly donations, and extensive testing around global navigation ultimately led a 9% increase to donations, against an initial -4% loss.
Cro Metrics continues to work with the Sierra Club on both analytics and website optimization to drive results in an ever-changing political landscape.
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Secure Growth: Experimentation and Personalization is Transformative for Ring
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CRO
Secure Growth: Experimentation and Personalization is Transformative for Ring
With a focus on product expansion and customer loyalty, conversion optimization efforts lead to a 60X ROI.
Ring is the leading provider of home security products with a simple mission: Make Neighborhoods Safer. From a humble appearance on Shark Tank to a $1 billion dollar acquisition from Amazon a few short years later, Ring has had quite a ride.
average order value
return on investment
“It has been such a pleasure working with the team and seeing the results here at Ring. Your service is outstanding. Your enthusiasm for our business, your ideas, and the Cro Metrics team are second to none.”
– David Kaye, Former VP, Global Ecommerce and Subscription, Ring
The Challenge
With rapid growth and an ever-expanding product line, Ring turned to Cro Metrics to help increase multi-product purchases, reduce friction for first-time customers, and improve customer loyalty and retention.
The Solution
We began by analyzing the customer journey, and identifying friction points through the purchase process. A series of successful tests alleviated these bottlenecks. In parallel, we devised a strategy to improve product messaging and positioning for new products and bundles. Throughout the program, testing velocity increased, delivering compounded results and learnings, which allowed our methods to mature into audience development based on high-impact customer segments. As we learned about these consumers and their buying patterns, onsite personalization via relevant recommendations were leveraged to drive cross and upsell product bundles and accessories.
Results
By focusing on multi-product and bundles, we achieved a 13% increase in average order value—significant to Ring’s goal of product line expansion and their ultimate mission to Make Neighborhoods Safer. Throughout the program, Ring has benefited from a 60X return on its investment in website optimization and personalization.
Ready to transform your business and drive growth?
Iterative Experimentation Outperforms the Traditional Website Redesign
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CRO
Iterative Experimentation Outperforms the Traditional Website Redesign
Metromile is the leading pay-per-mile car insurance company in the U.S., and one of the first innovators in disrupting the $280 billion personal auto insurance industry.
customer acquisition cost
return on investment
The Challenge
As with most innovations, market education is crucial to adoption. Having already established a robust channel experimentation program, Metromile was no stranger to testing. However, the ad hoc website testing wasn’t achieving the results they needed, so Metromile turned to Cro Metrics with the goals of lowering Customer Acquisition Costs (CAC) and increasing conversion rates.
The Solution
Initially, Metromile had considered a website redesign to solve its lower than expected conversion rate. After successfully lowering CAC and increasing conversions on Metromile campaign landing pages, we zeroed in on the most impactful experiments and applied these learnings by developing a series of tests to reduce friction in the primary quote funnel. Early success led to a series of iterative tests, leveraging insights based on positive customer response.
Results
Not only did Metromile abandon its idea of a redesign, but saved a 7-figure investment in the initiative. Cro Metrics effectively redesigned the website through iterative testing, leading to a 17% reduction in CAC and 28X ROI for the program.
Ready to transform your business and drive growth?
Boosting Revenue and Long-Term Success for Home Chef
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CRO
Boosting Revenue and Long-Term Success for Home Chef
As a direct-to-consumer meal kit service, Home Chef faced some unique challenges when trying to keep up with the competition. Looking to make strides without costly missteps, they partnered with Cro Metrics to help them find and expand on high-impact, high-return ideas.
APP DOWNLOADS
clicks to reactivate subscriptions
subscription sign-up
Cro Metrics’ involvement has allowed us to double our A/B testing speed so that we don’t have to do everything internally and we can focus on other priorities. They really know our business, and we’ve learned together what works well and what doesn’t.
– Senior Manager of Product Insights, Home Chef
The Cro Metrics Process
Our strong culture of experimentation allows our experts to break down and test multiple solutions for every challenge. With over 30k tests in our database, we always start with a strong foundation to accelerate our clients’ speed to impact.
Here’s how we broke down the challenges and tested to find sustainable, scalable solutions.
The Goals
- Increase subscription sign-ups
- Increase subscription reactivations
- Increase app downloads
- Increase onsite engagement
- Reduce overall subscription cancellations
Our Strategy
For such a holistic challenge, we started by using Iris, our integrated reporting and data platform, to track and analyze the digital customer journey. This allowed our experts to clarify what was actually working, what wasn’t, and uncover opportunities for maximum impact. From there, we built a quantitative, full-funnel strategy and roadmap that included initiatives to:
- Build brand trust
- Engage more closely with customers
- Optimize the on-site experience
- Highlight into brand value
Results
Through 25 longitudinal tests, we unlocked additional growth opportunities and identified some key high-level learnings.
- Social proof and benefits in interstitials build brand trust and increase downloads
- A personalized quiz drives engagements and sign-ups
- Shortened landing pages lead to more conversions
- Conversational language boosts reactivations
- Highlighting app value increases downloads
Like most of our enterprise clients (97.1% of them), Home Chef continues to work with us to build on the success of the initial strategy. With our continued learnings, we’re able to build and refine growth solutions no matter how much the marketing landscape changes.
At Cro Metrics, our track record of results starts with more than 30,000 client experiments under our belt. Our time-tested experiment-led process, bank of winning test results, proprietary analytics tools and high-impact growth roadmaps help us propel clients like Home Chef to the next stage of growth.
Learn about how Cro Metrics can accelerate your business growth.
How Bombas Increased Logins by 36%
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CRO
How Bombas Increased Logins by 36%
As a leading sock and apparel brand, Bombas faced challenges with their account login process, impacting user engagement and checkout efficiency. Through their strategic testing roadmap with Cro Metrics, we optimized the customer journey for account logins, resulting in notable improvements in both logins and orders.
logins
orders placed
We have increased our testing program's velocity and overall ROI. This comes from improved process and education on how to identify and structure good hypothesis routed in clear customer pain points / problems. We have worked together quite well over the years, which led to more impact and more test learnings.
– Senior Director of Digital Product, Bombas
The Challenge
Bombas faced a significant issue with their account login process, as less than 2% of users were logging in before checkout. This lack of logins hindered customers’ ability to rebuy, check out, or continue previous shopping sessions efficiently.
The Solution
To address this, Cro Metrics tested changing the login icon to the text “Log In.” The hypothesis was that making the login option clearer would increase user engagement and highlight the value of logging in.
Results
The test led to a noticeable increase in logins across all devices, with the most substantial order increase on desktops. Account creation trended positively in the double digits, and traffic to the Buy Again page increased 6x, although overall traffic to this page remained low. The primary reason for the order increase was that being logged in simplified the checkout process. Ultimately, the test resulted in 81K additional orders. Login clicks increased by 36% with 99% statistical significance on the first day, and orders reached statistical significance within 2 days. The test concluded after 7 days, meeting all sample size and statistical significance requirements.
Schedule a call to learn how Cro Metrics can help your business grow.
Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy
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CRO
Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy
The Clorox Company is a leading multinational producer of consumer and professional products with approximately 8,700 employees worldwide. Clorox products are found in 8 out of 10 homes in the United States, including its namesake bleach and cleaning products.
We are going to win with Cro Metrics. I am thrilled to have Cro Metrics in my corner as a strategic partner to help us accelerate and conquer.
– Miles Liedtke, Site Manager – Site Experience and Optimization Manager, DTC BU, The Clorox Company
The Challenge
The world of Consumer Packaged Goods (CPG) is changing, and COVID inevitably accelerated that change. Brand loyalty is being transformed by direct-to-consumer sales, which in turn informs omnichannel strategies. Clorox recognized that decisions driven by data were unquestionably the catalyst to successfully navigating this transformation, but struggled to work with partners who could not only design and execute a high-velocity testing program, but do so strategically with a focus on Clorox’s goals of media efficiency, incremental on and offline revenue, and uncovering brand insights.
The Solution
Working closely with the team and Clorox across 5 DTC sites, we identified primary focus areas that aligned with Clorox KPIs. Using both qualitative data from Clorox brand teams and quantitative data from onsite e-commerce performance, we designed hypotheses around pricing sensitivity, first identifying low-volume product SKUs, executing successful tests to drive up volume. Validating packaging decisions further moved the needle, coupled with trust messaging and product positioning.
Results
Clorox has truly embraced a Culture of Experimentation—one where learnings are shared across the enterprise. Not only did we achieve remarkable results across our primary focus areas, but our learnings have delivered brand insights that will be applied more broadly throughout the business. This has enabled Clorox to include more teams and stakeholders in the success of the optimization program.
Ready to transform your business and drive growth?