Small Changes on Your Website can Make a Big Difference - Case Study

FIRST NZ has just released a new case study showing how they increased per visitor revenue by 78.6% for a particular landing page on RentalCars NZ website.

RentalCars NZ is proud to be a 100% kiwi owned and operated family company specialising in rental vehicles at affordable rates. Conversion Rate Optimisation provides an environment that enables RentalCars NZ to quickly test different scenarios aimed at improving user experience, conversions and revenue.

Goal

For this particular experiment, goal was to increase online completed bookings, and increase revenue by using Optimizely.com. FIRST applies a data driven CRO methodology to all tests which helps uncover key focus areas to analyse and test. Below is the simplified 5 step approach used for this experiment.

1. Ask a question
What cause and effect relationships can we examine to boost the conversion rate?

2. Do Background Research
Being hands on with Rental Car NZ’s PPC, FIRST decided to focus on the /vehicles/ page as this is one of the primary landing pages for AdWords visitors.

3. Construct a hypothesis
FIRST felt there may be slight disconnect from a user experience perspective, if a user clicks an ad that promotes a specific price, then a product that matches that price point should be immediately visible on the landing page.

4. Test with an experiment

FIRST created a variation of the vehicles page, ordering the vehicles from cheapest to most expensive.

5. Analyse data and draw conclusions

There was an immediate improvement in engagement, bookings conversion rates and revenue.

RESULTS

78.6% increase in Revenue

59.2% increase in Bookings

Sometimes small changes really can make a big difference.

Read what Marty Oetgen, Business Owner of Rental Cars NZ says about FIRST:

“Working with the team at FIRST Digital has been very valuable for our business. They have worked hard to understand our company and the industry we operate within and provide a service to meet our needs. They have challenged our thinking at times and have helped us to make some important changes to our website and digital marketing strategy”

You can view their full CRO case study online.