As with all clients, we began with a CRO Audit to discover where Jackson’s were and where their site could be improved, guiding users to where they wanted to be. Through our detailed CRO audit, we identified key opportunities for Jackson’s to streamline the customer journey, enhance user engagement, and ultimately increase conversions.
On product detail pages, we suggested visual updates to cater to different age groups, adding an FAQ section to address common concerns, and making purchase-driving information—like safe snack guidelines and shipping times—more prominent. Recognising the predominance of mobile traffic, we prioritised mobile-optimised elements like anchor menus, simplified accordion layouts, and a zoom icon for product images.
To bolster trust and ease of navigation, we recommended enhancing collection pages with badges and refined filter options while redesigning navigation on the homepage to better feature Jackson’s brand story and credibility. These strategic optimisations, among others that surmounted 25 recommendations, aimed to engage visitors with Jackson’s unique value proposition, making their path to purchase smoother and more compelling.
We then began making changes to the Shopify site, including a Site Speed Audit, adding subcategories to the navigation menu, implementing the Rebuy Smart Cart, and conducting many A/B tests.
Our A/B tests included adding express checkout on the Smart Cart, which increased conversion rates by 35%; implementing an accordion on the PDP, which increased conversion rates by 15.21%; and testing the copy on the subscription section on the PDP, which increased conversion rates by 22%, among other things.
