The following Case Study describes how to increase conversion rate on Shopify Plus for the American watch brand Paul Rich Watches.
About the brand
Paul Rich is an online store on Shopify PLUS specializing in the sale of jewelry in the D2C (Direct-to-consumer) model in the United States. The main products are men’s watches. The Paul Rich brand is also available in other markets besides the United States: Canada, Australia, Oceania, Asia, Europe, and Africa.
Main projects goals
The project’s main goal was to improve the conversion rate and increase sales without increasing spending on marketing campaigns. For the average monthly traffic of 150,000 unique users, the most important elements influencing the conversion on the online store: the product card, basket, checkout, and product listing, were examined.
Increasing Conversion Rate on Shopify Plus – Project flow
The optimization conversion rate on Shopify Plus took nine months. During this time, about 20 different elements of the website were examined. The project consisted of checking various store modules on a smaller traffic sample, thus verifying which version of the website converts better. The tests were divided into three main groups: multidimensional tests, A/B tests, and redirection tests. The three leading indicators we monitored during the tests were: the number of transactions, revenue, and CTR. Tests were permanently implemented on the store’s website if any indicators increased. A total of 18 tests performed better, and only two performed worse.
A/B test examples – Optimizing conversion rate on Shopify Plus
1.Sticky collection filter
The sticky filters button ” follows” the user when browsing / scrolling the collection page. Average transactions increase by +9%.
Sticky collection filters button.
Tested sessions ~200,000; Increasing number of transactions + 9%
2. Extended warranty checkbo
Adding the option to extend the product warranty from 2 to 5 years in the basket. The average increase of transactions + 17%.
Extended Warranty Checkbox.
Tested sessions ~107,000; Increasing number of transactions + 17%.
3. Your cart is reserved for 15 minutes.
Adding information on the checkout about product reservations for 15 minutes. The average increase of transactions by + 11%.
Your Cart is reserved for 15 minutes.
Tested sessions ~10,900; Increasing number of transactions + 11%.
4. Left collection sticky filters Desktop
Adding a left-side menu and sticking it during scrolling through the collection. The average increase of transactions + 10%.
Left collection sticky filters.
Tested sessions ~8120; Increasing number of transactions + 10%.
5. Trust badges on checkout
Added trust badges at checkout. The average increase in the number of transactions + 12%.
Trust badges on Checkout.
Tested sessions ~9800; Increasing number of transactions + 12%.
6. Second ATC on the PDP
Adding a button redirecting directly to the Checkout & Sticking the Add to Cart button when scrolling the product card page. The average increase of transactions + 12%.
Second ATC on the PDP
Tested sessions ~11600; Increasing number of transactions + 12%.
7. Sticky header
Sticky header while scrolling the whole page. The average transaction increases by +22%.
Sticky header
Tested sessions ~13900; Increasing number of transactions + 22%.
Used tools & technologies
Shopify PLUS
Figma Adobe
Shopify Liquid
Scripts Editor
Google Optimize
Google Analytics
HotJar
Cooperation Results
%
Average Conversion Rate increase
Completed CRO tests
Implemented improvements that increased CR
Months of CRO project
Cooperation Review
During the development of the Paul Rich Watches online store, Grzegorz improved his practical skills in Conversion Rate Optimization. With a team of external programmers and UX/UI designers, he prepared, coordinated, and implemented tests to improve and optimize the conversion rate on the paul-rich.com website. While working on CRO, he implemented and coordinated around 20 elements of the website, including the home page, collection page, product detail page, basket, and checkout. As a result, the average conversion rate increased by about 15%.
I recommend working with Grzegorz in his capacity as a specialist in the technology field on Shopify PLUS, a specialist in improving the Conversion Rate.
Summary
The Case Study shows how increasing the conversion rate on Shopify Plus for the Paul Rich Watches brand proceeded. About 20 CRO tests were implemented. 18 “performed” better than the original version of the template. All tests that had better results than the original version of the store template were implemented directly on the store.
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eCommerce Manager at Paul Rich – multimillion jewellery premium watch brand. Shopify & Shopify PLUS consultant, blogger and ex-founder of napnell.pl
