Strategic Audits and Insights
Blend redesigned the PerTronix site, which went live on April 13, 2023. This laid the foundation for BFCM 2023 and continued to improve to BFCM 2024.
Besides our consistent monthly improvements, from the end of July to August 2024, we conducted a customer research task to understand user needs versus the customer service team and a desktop and mobile PDP audit. Both tasks ensured that the in-house team was prepared for customer service questions during the BFCM period and that the on-site PDP experience was aligned with assisting the customer in purchasing.
- Desktop and Mobile PDP Audit
- We conducted a detailed audit on the PerTronix product detail page for mobile and desktop devices to ensure a cohesive customer experience and optimised UI/UX.
- During analysis, we noted that while more traffic landed on the product detail page, it didn’t convert as well as the homepage.
- We also noted that the product detail page had the highest bounce rate.
- We found that while returning customers only made up 24% of visits, they made up 40% of PerTronix’s revenue, and their Conversion Rate was 94% higher than that of new customers.
- This audit allowed a deeper understanding of customer behaviour, and we were able to generate seven optimisation recommendations
- Customer Research Study
- Based on the insights from the PDP audit, we thought it was important to investigate the customer service experience.
- We asked the PerTronix team nine questions about their customer service, including, “What are the most common questions/topics users ask you?”
- Based on the information and answers provided in this questionnaire, we were able to strategise helpful optimisation recommendations that could assist customers even before they contact support. This made both the customer experience and the internal experience easier.
Now that we’d had an in-depth look at the on-site PDP performance amongst our overall site optimisations, we decided to investigate the email marketing experience to create a cohesive on-site and off-site experience. In September, we conducted an Advanced Klaviyo Audit to find what was missing, what worked, and what didn’t.
- Advanced Klaviyo Audit
- During this audit, we analysed their subscription acquisition, flows, campaigns, reviews, and deliverability before providing both quick wins and long-term optimisations.
- PerTronix’s deliverability, some flows, customer acquisition, and data collection needed improvement to enhance the customer email marketing journey and personalisation in their email marketing even further.
- Based on the information found in the Klaviyo Audit, we provided PerTronix with 15 optimisation recommendations.
Implemented Solutions
At the end of July, we conducted an A/B test based on exposing the search bar sitewide. This test alone took advantage of returning customers by increasing these returning visitor metrics:
- +34.53% increase in Average Purchase Revenue per User
- +45% increase in Average Order Value (AOV)
- +46% increase in Revenue
Over the months that followed, leading up to BFCM, we implemented multiple email marketing optimisations, including adding flow filters, optimising the Octane AI audit, strategising the Winback Flow for optimisation, strategising additional pop-up forms, and assisting in creating additional custom content for the Welcome Flow.
For on-site implementations, we optimised their hero banner, Added My Vehicle functionality, and enhanced the backend of installation instructions, and their product description splits, among many other optimisations.
In October, we conducted an A/B test that guided customers from the PerTronix site to their sister site, Aeromotive, through a sitewide banner. This A/B test improved these metrics for PerTronix:
- +46.84% increase in eCommerce Conversion Rate
- +21.83% increase in Add to Cart conversion rate
- +1.81% Increase in Visits to Collections
- +43% increase in Average purchase revenue per user
Before BFCM, we ran an A/B test that optimised the mobile PDP functionality to display the Add to Cart and Product Detail CTAs as users scrolled down the page. This A/B test resulted in:
- +10% increase in eCommerce Conversion Rate
During November, we also conducted a Page Speed Analysis to ensure the site speed was ready for an influx of traffic. During this task, we implemented the following:
- Eager load images above the first fold.
- Ensure images below the first fold are lazyloaded.
- To prevent additional network requests and improve CLS, some styles were moved from CSS files and placed inline where there were few of them.
- Preload some CSS files that are used above the fold.
- Remove unused JS.
- Removed unused CSS files.
- Replace html img tags with Liquid's image_tag.
- Adjust the sizes/width attributes of image_tag to render the correct sizes.
- A section was hidden during a prior A/B test, which remained unused. This section was removed.
- CSS tweaks to help improve CLS.
