Follow us and stay on top of everything CRO

How a Step-by-Step CRO Approach Helped Baby Tula Drive 16% More Revenue

Duration - 70 minutes

Key Takeaways

  • Emphasize on rapid feature development: The speed at which you can develop and release new features is crucial in staying ahead of the competition.
  • Foster strong inter-organizational relationships: The working relationship and fit between organizations is key to successful collaboration and achieving common goals.
  • Align vision and goals: It's important to have alignment on vision and goals between collaborating teams. This makes the working relationship easier and more productive.
  • Understand your customer's life stage: Knowing whether your customers are expecting or already have children can greatly influence your messaging and product offering.
  • Celebrate growth and success: Recognize the effort and time put into achieving results. This not only motivates the team but also validates the strategies and approaches used.

Summary of the session

The webinar, hosted by Nick from Digital Operative and Courtney from Baby Tula, delved into their collaborative approach to Conversion Rate Optimization (CRO). Nick discussed the initial scorecard audit they conducted to understand Baby Tula’s metrics, competition, and potential areas for testing.

A key finding was Baby Tula’s 80% mobile audience, leading to a shift in focus towards enhancing the mobile experience. The structured approach to CRO, prioritizing mobile, resulted in a 16% revenue increase, a 68% rise in revenue per visitor, a 10% hike in average order value, and a 31% increase in conversion rate for Baby Tula.

Webinar Video

Webinar Deck

Top questions asked by the audience

  • With mobile continuing to grow at a rapid rate, what are some best practices eCommerce brands need to reconsider in a redesign of its website?

    - by William
    I think that from my perspective, one or a few of the things that we have found are having your cart easily accessible, easily push through, which may sound like a no-brainer, but ours was not in the ...beginning. I think site navigation, access to products, is really important and how visually you see those. And something that was honestly really scary for us was losing the clutter from our sites and losing that content. We had built that content for 10 years, and pulling it from our website was really scary. How are consumers gonna know what our products do? We have so many different carriers, and so kind of pressing in the data, which proved to us that it wasn't as important as we felt or thought it was. You know, and just like Nick said, having it easily scrollable. So just clearing the clutter was really important and proved to be very important for us. To add to that, what we're seeing now is mobile payment options are huge, having the right mobile payment options available so users can check out relatively quickly, as well as just being in a position where the top information that users need to get is readily accessible, and it's hard. It is hard. It's tough to, you know, from an internal perspective, it is hard to want to give every piece of information about a particular product and how to pick and choose what's valuable and what's not valuable to sort of cut out of it. And that's where the data comes in and the testing. Like, “Hey, let's remove this and see what happens.” Are people having an effect? Right? And then also utilizing tooltips to be able to add additional data without having additional data. Obviously, SEO is in play when you start removing pieces of content. And so you have to also factor SEO into the equation on pages. But, for the most part, just think of short attention spans. And the one thing for everyone who's wondering how you can get mobile-first, the best thing you can do right now is to go through your mobile experience as if you're buying something on your website. Which, unfortunately, a lot of eCommerce people don't. They always look at the desktop and that's sort of a trend. Right? It's hard not to. It’s big and you can see things. It's beautiful. But, yeah, move through your mobile experience and just sort of ask yourself the question continuously. If I was interrupted right now, would I come back? Often that'll give you a good idea or to look at, and then you'll look at the data and see if your intuition proves correct.
  • How do you choose the right solution from a set of solutions?

    - by Rohit
    Yeah, that's, again, it goes back to the data. So, when you run several variations in these tests, what we try to do is, again, we use that overarching approach. So we'll say if we reduce friction on ...this particular page by x percent, it'll mean this for the experience. And then the test within that particular hypothesis would say, you know, if I, you know, reduce copy in these areas by using this variation, this click-through rate is going to increase, or I'm gonna see an increase in add to carts or whatever it is from our product page. And then you take obviously the variation; data will tell you which variation performs better and which variation performed least. And then the important part with that is, once you have that data, you have to go in and verify the different segments, like Ryan was saying before about, like, those indicators. The indicators are super important; that you don't just take a winning test and then say, oh, this is awesome. Let's go ahead and implement it without looking at all the different segments. You could potentially detrimentally impact a specific segment. So social traffic or, you know, direct traffic or new users or something like that by sort of blanketing, and optimization that you don't see is impacted by data. So that's sort of the first part of that. The second part is important, and I'll give you a good example right now. We're testing these collection landing pages right now, and they're sort of slated in terms of the framework to be across all the different carrier collections where we started out testing 2 of them. And we're collecting data right now. We're looking to see to reach significance on some of the metrics. And I'm not going to ask Courtney to supply a ton of content for the rest of the pages until I have the data coming for the first group. We're iteratively testing, and what this does is especially impactful to what your development resources are. If you're, you know, CRO in general, I mean, one of the things we don't talk about in terms of ROI from CRO is how much you save on development resources. If you're consistently putting your finger up to the wind and saying, "Ah, that's a good solution." Let's implement that. How do you know what works? And you could be wasting a ton of development resources on optimizations that don't work. And a lot of those indicators, like Ryan was saying, will tell you, even if you say, oh, my conversion rate increased, that's definitely what I just did on this page, but you don't really know for sure. And then there could be another metric that is negatively impacted by that. So, yeah, it's extremely important to kind of look at all those different pieces of the pie.
  • What's the percentage split between the data approach and heuristic and psychological approach in finding a problem?

    - by Rohit RBS
    Yeah, it's a really, really good question. It always starts with data. And when I showed that metric or the slide up earlier with the sort of wheel and it had the different pieces. It would be a detri ...ment to just start with one and then only use one or only use two. The data is specifically to identify, you know, what is now and what is historical. When I go on a website and do a sort of qualitative approach in terms of analysis, I'm putting myself in the shoes of a visitor on the website, and I can look at it from a sort of human behavior perspective. And the data supports my analysis. So in terms of time, the analytics piece is the largest. So I would say if I had to give it a time, it would be probably 50% analytics. Then you will have, like, a 20 to 25% of the heuristic sort of qualitative research, and then the rest would be made up of different pieces, you know, whether it's tested information, experience, stakeholder interviews, from Courtney, what you are seeing on the ground here. So that's sort of where I would see the mix, although all of them are as important. I think it's just sort of like time management where I would add percentages to those things because the data piece does… You have to dig through it to tell these stories. And when you go and look at a website and you say there's a lot of friction on this page or this doesn't match motivation, you gotta always go back to the data to verify what you're seeing is actually the case. Because I'll be the first one to say, or you can run a test with like 99% personal confidence, and then 99% bombs on you. And you're like, wow. That's not what I thought. So it's always good to sort of go back to the data, but that's where I would put that.
  • Which is exactly how VWO used to accomplish the goals and tests that Nick is doing for Baby Tula?

    - by Dan
    Oh, wow. Yeah. It's sort of like the players on the field. So if I was the quarterback and I was executing the play, VWO would be all the line, the receivers, the tight end, everything. So what you do ... is you set it into that structure to where... And then here's another point that answers the question that I spoke to a minute ago, as sort of like a caveat to that. In terms of the way you structure an optimization program, the tool that you're using has to influence how you execute that program. And so with VWO, you have all of the research tools. So I can go in and set up funnels, goals, and metrics. I can monitor using live recordings, heat maps, run surveys, form-fill tests. And then I can run A/B tests, multivariate, obviously personalization tactics. Then they, like I said, have new things coming out every day. But what that gives me, in terms of an overall strategy, is the ability to say, here's where I want to be. Here's our overarching hypothesis. I'm gonna go ahead and factor all of the things that I have, you know, at my fingertips, really, in VWO to execute on that strategy. So whether it's testing, whether it's data and research, it integrates really nicely with Google Analytics so we can dive in a little bit more into certain aspects. And so much like, again, like a football team would be, I know what my players are, what their strengths are, what their capabilities are. You know, VWO lends me to run a nice play because I know what I have to work with across the platform. So it's exponentially important.
  • Does Courtney see CRO as a critical ongoing piece of Baby Tula's eCom marketing mix?

    - by Dan Schultz
    Oh, absolutely. Yes. It's been critical for us. I mean, the proof is in the data, and the revenue increase, the conversion rate increase, and lift. And I think that just having, you know, it's an ever ...-changing market. We're saying mobile-first now, but who knows what it'll be in a year or 2 even. So having Digital Operative, allowing them to be the experts so we can focus on growing our brand and marketing our brand, is really important to us.
  • For my brand, where do I start in terms of building out a CRO program? Where's the best place to start?

    - by William
    So I would recommend always starting with the data, right? But it depends on what your goals are. So I would always say the right thing, write it down on paper where you want to be 6 or 12 months from ... now. What are those KPIs? Not only can we talk about overarching concepts, but also what are the overarching KPIs? And then what are all the goals or metrics involved in those KPIs? So if you're like, 'I wanna be at $4 revenue per visitor,' right? What makes up revenue per visitor? Well, obviously, your conversion rate, your audience, your traffic levels, and then your average order value all play into that. And then you walk that back a little bit more and say, okay. Well, what influences conversion rate? Well, conversion rates are influenced by a lot of different variables now - click-through rate through pages, bounce rate pages. So you sort of work back to these overarching KPIs, and then move it back. And that'll give you an idea of what metrics you need to influence at a funnel level. So we talk about, like, the lower funnel, which would be something, you know, like the cart all the way to checkout. And then the upper funnel is really like your shopping pages. And you have your homepage and landing pages. And so when you work those metrics back, from your overarching KPIs, it'll give you a good idea of what you need to impact at the funnel level and then again at the page level. So you can work it out and say, 'Alright, I need, you know, here's my largest fallout rates across these different places I've identified. These are the things I need to impact the most.' And then you can segment that out and say, is it motivation? Are people, you know, bouncing and not seeing what they're looking for? Are they seeing what they're looking for, but they're just not engaging with it? So that could be a valuable conversation. Is there a lot of friction throughout your website, lots of copy, especially when we go back to the mobile conversation? And mobile, in particular, needs to be skimmable. Just think about how many people are sitting at a doctor's office, or at a coffee shop or whatever, and they're interrupted, or they get a phone call or a text. And so there has to be a sort of a skimmable way on mobile for people to be interrupted and then quickly come back to it or complete that purchase, or that journey before they even have an interruption. So again, to sort of answer your question, I would start with your metrics where you wanna be, and work it back, identify areas of opportunity to impact the metrics that influence those overarching KPIs and then structure your program. You can start small if you've never tested before or done any optimizations, sort of 0 work before. It's okay to start small. And even if you don't have enough traffic on specific pages, it's, you know, it's okay to make optimizations that are fueled by data. And then when you get to a position where you have enough traffic, you have a conversion rate that lends to testing. That's always the recommended approach.


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Ryan from VWO: Welcome, everyone! Whoever can hear my voice, this is Ryan. I am the senior manager for strategic alliances at VWO. Today, we’ve this very interesting session. We have one of our premium clients, Baby Tula, one of our premium agencies, Digital Operative. The ...