Uncovering $10M by reducing friction in customer journey

Personalized user experience, aligned with visitor intent

THE CHALLENGE

An automotive retailer wanted to enhance their customer journey through testing and personalization, and create a culture of experimentation that would lead to gains in website conversions.

 

THE SOLUTION

Cardinal Path created a “testing squad”, prioritizing and testing items with high ROI potential – elements that were current friction-points in the customer experience.

The first round of tests identified mid-to-lower funnel SEM landing pages that had higher-than-average bounce rates, exit rates, and lower-than-average click-through rates on business critical calls to action. User intent was relatively high, and narrowly focused. By removing unnecessary steps and reducing paradox of choice -utilizing geo-location over manual location entry, providing local store information sooner- the experience proved better, and showed lift in revenue-generating KPIs.

Results: Findings have been applied across a number of other pages with similar content objectives and audience intent, with the following outcomes:

Upper funnel KPI lifts of 150%+
Mid-funnel lifts of 90%+
Lower funnel revenue generating KPIs of 25%+

These outcomes have unlocked $10M in incremental revenue.

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