How Bombas Increased Logins by 36%

  • 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. As part of their strategic testing roadmap with Cro Metrics, we tested changing the login icon to “Log In” text. This test led to a significant increase in logins and orders across all devices, with the most notable impact on desktop orders.

+36%

logins

+4.1%

orders placed

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.

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Learn Small, Scale Big: Turn Visitors Into Customers with a Multi-Brand Strategy

  • Conversion Rate Optimization (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.

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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.

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 Conversion Rate Optimization (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.

The Results

Not only did incorporating CTAs in key areas outside the donation funnel led to a 22% - 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

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.

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.

The 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.

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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.

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.

The 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? Reach out today.