Background and Objectives
Hull KR initially reached out to us to work on some user experience and functionality updates on their Hull KR Shop website. As a part of this project, we also implemented some SEO updates to maximise visibility and ensure easy navigation throughout the website for the end-user.
Following this, Hull KR wanted to do some A/B split testing on their shop website to determine which small improvements could enhance the user experience. We collaborated with the Hull KR Shop team to test and evaluate different hypotheses, aiming to determine which aesthetic changes would lead to increased conversions.
Website Development
Our design, development and marketing teams worked together in a phased approach for this project. To begin with, our designers did some research into functional layouts and potential design changes for the website. They collaborated with the developers on a series of improvements:
- Standardising image sizes
- Adding a ‘frequently bought together’ button on relevant pages
- Altering the mega menu to allow for seamless navigation
- Providing & implementing content and layout suggestions
We were in frequent communication with the Hull KR Shop team to ensure that all of our suggestions were appropriate and relevant for their website.
Our team were able to improve the user experience, and as a result:
- Improved the mobile page speed score by 23 points, and desktop by 20
- Increased the engagement rate
- Increased average users by 83%
SEO
In Phase 1 of the project, we carried out extensive research into the sports e-commerce industry, set up tracking, analysed internal data, conducted keyword research and created KPIs based on projected growth.
In Phase 2, we concentrated on on-page SEO by enhancing internal navigation, fixing broken links, improving headings, writing meta descriptions, and adding alt text for images. Additionally, we addressed any site crawl issues, disavowed toxic domains, and offered the client any extra support they needed.
As a result, we:
- Increased organic search traffic by 107%
- Reduced site crawl issues by 96%
- Reduced spam score by 67%
A/B Testing
Our whole team collaborated with the Hull KR Shop team to agree on a series of hypotheses to test on their shop website. We researched suitable software to find one that worked best with Shopify websites and had the necessary analytics and data that we needed. We set SMART objectives to measure performance and communicated results in frequent meetings and emails.
So, what did we test?
- CTA button colours – we tested two colour variations (navy and maroon) on different pages on the Hull KR shop website including the product pages, homepage and cart page.
- Image variations – we tested images of the products against photos of the players modelling the products for the home kit and the training range.
Once the tests were up and running, and we sent monthly reports to the Hull KR team with insights and recommendations from our team!
Outcome
The final results of the A/B testing showed a preference for player images as opposed to product images. This suggests that users are positively influenced by the use of player images to complete their purchases.
The findings of the button colour changes indicated a very minor difference. We recommend adopting a maroon colour for buttons on both the product and cart pages. Conversely, the current navy colour scheme was proven more effective on the homepage, so we suggest maintaining that choice to preserve the existing user experience.
We have not only enhanced navigation and functionality, making it easier for users to find what they are looking for, but we have also significantly improved user journeys and experiences throughout the site. As a direct result of these strategic changes, the project has led to a remarkable increase of average net sales by 205%, average store orders by 87% and average order value by 44%!
If you are interested in our services, get in touch, or give us a bell at 01482 484850.
