Case Study
Strategic Funnel Analysis to Boost Sales for The Plan Collection
The Plan Collection sells house floor plans to homeowners, prospective homeowners, and builders. While they started their online catalog in 2002, they’ve been operational and trusted for over 40 years.
Impact
Improved funnel completion rate by optimizing UX.
Impact
Identified the most profitable demographic segments to improve ROAS.
the challenge
The Plan Collection gets a lot of traffic to its online website but the conversion rate is low. They wanted to identify critical drop-off points in their funnel and find ways to remove the bottlenecks and boost conversions.
the solution
Our strategy was to identify different segments (new, active, and engagers) through funnel visualization. After careful analysis, we identified the critical drop-off point. It was from Product Detail page views to Add to Cart.
We then checked how the Add to Cart event, demographic factors, and micro conversions were correlated. This enabled us to both target the most profitable demographic segment and optimize micro conversions which ultimately led to a boost in sales.
We then checked how the Add to Cart event, demographic factors, and micro conversions were correlated. This enabled us to both target the most profitable demographic segment and optimize micro conversions which ultimately led to a boost in sales.
the result
A UX AB test was designed and conducted, concluding that the proposed micro-conversion changes boosted Add to Cart rate by a minimum of 8.33%. Additionally, targeting the more profitable demographic segment increased overall ROAS.
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
400+ eCommerce and SaaS brands are making better, data-driven actions thanks to MarketLytics
