Sports Nutrition Brand

Strategic Audits and Insights

Once the new site went live for the UK site on 15 November 2023 and for the Ireland site on 20 November 2023, we set out to ensure everything on the site was optimal while continuing to improve the customer journey. When considering Sports Nutrition Brand’s customer retention and Conversion Rate goals, we began by focusing on subscription services and on-site customer habits before conducting speed testing. 

• Heatmap Analysis & Recommendations (UK & IRE)
  • We analysed heatmap data across the homepage, search functionality, collection pages, non-variant product detail pages, variant product detail pages, the Rebuy Smart Cart, and checkout abandonment behaviour.
  • We found scroll depth low on the homepage and recommended A/B testing a more condensed hero section on mobile.
  • We found low interaction on the desktop homepage navigation and recommended testing the layout and providing a value proposition above the fold. 
  • We found high purchase intent with those using the search functionality and recommended exposing the search bar on mobile. 
  • We found high levels of interaction on the “Show More” feature on collection pages and recommended displaying story categories on collection pages. 
  • We also recommended implementing a ‘lazy load’ on collection pages and a link to the Octane AI quiz we implemented some time prior.
  • We found low interaction on the ‘clicks on subscription’ functionality and recommended displaying their subscription information open by default.
  • We recommended exposing thumbnails on the PDP to give customers a better view of the product.
  • We found high interest in product ingredients and information and recommended displaying this information by default.
  • We recommended adding express checkout options to the Smart Cart.

These recommendations, among others, were added to our PECTI board, laying the basis for work in the months before BFCM. Optimisations were tested to ensure successful metric increases. To increase subscriptions, we then conducted a Recharge Audit as well as a Site Speed Audit to ensure all functionality was performing at the optimum level.

• Recharge Audit & Recommendations
  • We found opportunities to present subscriptions on the homepage, which would guide users to subscriptions by providing them with relevant information.
  • We found no subscription landing page that will help customers understand subscriptions better. This would also help drive customers from emails to subscription information.
  • We recommended implementing a Rebuy Reactivate Landing Page to guide customers from emails after cancelling their subscriptions, thereby reducing the churn rate.
  • We recommended refining the cancellation process by optimising the cancellation reasons.
  • We recommended implementing a One-Time Subscription Cross-Sell Flow in Klaviyo.
• Site Speed Audit
  • We conducted an in-depth Site Speed Audit and created a 19-page document listing out key insights, observations, and recommendations for action. These included the following:
    • Address console errors
    • Custom-build country redirect pop up
    • Preload hero image.
    • Update slider component for better scalability.
    • Ensure minification of global.js.
    • Remove unnecessary YouTube script references.
    • Optimise YouTube Embedded Player or migrate to Videowise.
    • Set explicit image dimensions within articles, defer offscreen images.
    • Analyse user sessions to pinpoint the cause of CSS loading delays.
    • Implement optimisations to improve CSS loading times, such as employing CSS minifications and critical CSS inlining.

With three investigations into on-site optimisation, our next goal was to ensure that the off-site marketing through email marketing was performing at the optimal level. We then conducted a Klaviyo Audit.

• Klaviyo Audit & Recommendations
  • We recommended optimising all their current flows with a cohesive email template that allowed for easy and quick email creation while creating a smooth transition from on-site to off-site.
  • We recommended adding Octane AI Quiz Conditional Splits and relevant email content into the Abandoned Cart Flow and the Browse Abandonment Flow to provide a personalised experience.
  • We recommended adding additional filtering and suppression functionality to their Sunset Flow to increase Deliverability.
  • We recommended implementing weekly list cleansing to increase Deliverability.
  • We recommended a redirect pop-up on a popular landing page leading customers to the Quiz triggered on exit intent.
  • We recommended creating highly targeted segments for campaign sending.
  • We recommended building both a Campaign Strategy Guide and a Sign-Up Form Strategy.

Armed with an extensive list of optimisations, we set forth to implement valuable solutions in preparation for BFCM to ensure that all site elements enhance the customer journey. 

Implemented Solutions

Once the audits were complete, we began implementing optimisations and A/B testing solutions to ensure they matched the targeted audience. One of these A/B tests included exposing the search bar on mobile which impacted the following metrics:

• +16.86% increase in Viewing the Search Results
• +17.45% increase in eCommerce Conversion Rate
• +8.63% increase in Clicks on Add to Cart

Additionally, we implemented an A/B/C test that tested the cookies pop-up location to enhance the customer journey when landing on the site. This A/B test resulted in the following metric impacts:

• +32% increase in eCommerce Conversion Rate
• +5% increase in Revenue per Visitor

We A/B tested optimising the mobile navigation pop-out by optimising the presentation of the children categories. This A/B test impacted the following metrics:

• +2.93% increase in Clicks on ‘Add to Cart’
• +6.52% increase in Main Category Clicks
• +5.83% increase in Subcatergory Clicks
• +7.25% increase in eCommerce Conversion Rate
• +6.72% increase in Revenue per Visitor

Lastly, we A/B/C tested highlighting subscription information on the product detail page to enhance subscription sign-ups and increase customer retention. This test resulted in the following metric impacts:

• +104% increase in Subscription Rate
• +8.39% increase in eCommerce Conversion Rate
• +33.39% increase in Revenue per Visitor

Along with A/B tests, we completed additional optimisations including adding a ‘How to Use’ section on the PDP, blog and comparison table optimisations, optimising the accounts area, optimising email marketing flows, sign-up forms, and email content, migrating pixels, updating a redesigned logo on the site, optimising Videowise functionalities, and assisting with overall subscription optimisations.

All these optimisations and implementations lay the foundation for a successful BFCM that allowed customers to go through the site easily and reach the promotions offered.