Muntstad CRO Case
Muntstad & PureDigital
PureDigital and Muntstad joined forces in January 2023 for a conversion optimization trajectory with the goal of improving Muntstad’s website and thereby achieving more requests. During this period we ran 16 A/B tests with a success rate as high as 43.75%. Wondering how we realized this? Read more in this case study.
CRO Process PureDigital
At Muntstad, we implemented our full CRO process that consisted of the following steps:
Research
Hypotheses & roadmap
Validate
Analyses & reporting
The remainder of this case deals with the elaboration of these steps at Muntstad.
CRO Research
Investigating website behavior is crucial to arrive at well-founded hypotheses. For Muntstad, we therefore employed the following research sources:
- Quantitative: Google Analytics 4 and heatmaps.
- Qualitative: Surveys, a user test with eye tracking and session recordings.
Using the quantitative analyses, we knew what was happening on the website and where the biggest bottlenecks were. Using the qualitative data sources, we figured out why this was the case. We then started to process these insights into hypotheses.
Hypotheses & roadmap
All hypotheses were added to a central backlog. Using the PIE model, all these hypotheses were scored jointly with Muntstad. In order to create a roadmap of A/B testing, we start with the A/B tests that achieved the highest PIE score.
Validate
To ensure that the hypotheses contributed positively to Muntstad’s objective, we tested everything via A/B testing. We used Google Optimize and VWO as A/B testing tools at Muntstad.
Analyses & Reporting
All A/B tests that were run were analyzed in detail where we looked at the following, among other things:
- The effect on the conversion rate
- The results by device
- The change in behavior (e.g., flow to follow-up pages)
Each successful test was then passed on to Muntstad’s development party with priority. To implement the proven optimization on the website as soon as possible. Below is an example of two successful A/B tests.
From other, especially e-commerce clients, we know that it helps to provide positive feedback in the checkout. We tested this same principle at Muntstad, resulting in an uplift in requests of +10.54%.
From a flow analysis, we saw a large drop-off of visitors on Muntstad’s category page. From the user test we saw that few respondents show any interaction with the pictures of the cars. This substantiation led to an A/B test where we showed the arrows by default within the product cards. This not only resulted in much more interaction with the photos, but also an uplift in requests of a whopping 19.20%.
The Final Result
The goal of the CRO process was to make an impact on the number of inquiries. Over the period from January through August, we see an increase in conversions of a whopping 65%. Where there is a noticeable improvement in the conversion rate and flow to key pages.
Conclusion
Optimizing the website in a data-driven way can contribute greatly to the bottom line. This case study shows that a well-designed CRO process can result in a high success rate of A/B testing. With a large impact on the end result. Also want to optimize your website in a data-driven way? Contact contact with us!
Reference
Jeroen is a professional in his field who takes real ownership of the project.