The challenge
Sigma Sports has been a well-known brand in the cycling industry for many years. They felt that there was an opportunity to improve both the experience on the website for customer as well as improve revenues for the business. Subsequently, they approached Modo25 with the view to find out where the website could be improved for user experience. But also wante to ensure that there was no decline in revenue, conversion rate or average order value whilst a/b testing.
Results spoke for themselves as after 12 months of a/b testing the team recorded total website conversion rate increases of 13% on desktop devices and 8% on mobile phones.
13%
Uplift in desktop conversion rate year on year.
The Solution
After a full website audit by the conversion rate optimisation team, several landing pages and aspects of the website were identified for technical fixes and ab testing to help improve the user flow for customers. After this work was completed, a detailed ab testing roadmap was created. This had a specific focus on devices, screen resolutions & channel performance to help support the wider marketing efforts for the business. Once prioritised, ab tests were delivered monthly to help improve conversion rates.
6%
Of total marketing budget saved based on testing technology.
Key findings targeted the product detail page – with some a/b tests helping to improve conversion rate on devices by as much as 11% over the testing period. Additionally, Modo25 also helped run a/b tests on software being used by the business to find out if they were getting value out of the tools and services.
By split testing tools such as Algolia vs Jewel ML vs Fresh Relevance for product recommendations, we were able to find out which tool brought the best increases in conversion rate & click through rate. However, most crucially saved the marketing team 6% on annual budgets by removing worse performing tools.
Total experiment win rate stood at 73% over the full period of a/b testing.
The CRO programme with Luke & the CRO team has been exacly what we were looking for when we started our partnership in 2024. The insights that the team have delivered, alongside the savings we’ve made to our marketing budget from testing platforms showed us that there is more to CRO than simply changing parts of a landing page.
Jack Dennison, Head of Insights | Sigma Sports
The Results
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