We undertook qualitative and quantitative conversion research and prioritised our efforts on the areas of the website that would drive the most value in the shortest timescale.

Through UX, UI and form analysis of the order page, we diagnosed and prioritised opportunities to reduce friction and make the new page more intuitive.

Using the insights from the conversion research, we developed a hypothesis and designed a challenger page for testing.

Internal testing gave us the confidence to run a live A/B test, which generated a statistically significant result showing that the challenger did increase conversion rates.

Sales conversion rates subsequently confirmed that there had been no negative impact on lead quality.

(You can read our ZooPlus case study here or our Olympic Holidays write-up here).