FIRST Increased Dymocks Conversion Rate By 40.48%
Dymocks is one of Australia's most established and best known brands, founded 136 years ago. With 60+ physical stores across Australia, and over 10 million books sold last year, the company holds the crown of Australia's leading bookseller. Dymocks had a number of challenges due to its website's redesign and some technical restrictions. They engaged with FIRST to improve its online user experience, increase online revenue and drive more customers to the physical stores. The overall results of the partnership between FIRST and Dymocks were:
40.48% 15.99% 112.11%
increase in conversion rate increase in store details lookups increase in site searches
The FIRST Conversion Rate Optimisation Process
To meet the objectives, FIRST crafted an omnichannel strategy encouraging customers to purchase in store and online while providing a positive customer-centric experience across all channels.
The FIRST Conversion Rate Optimisation (CRO) process has a thorough qualitative customer research at its core. The research involved understanding real customer behaviour by talking to a reflective cross section of the bookseller's target market, mapped against existing segmentation data from the Dymocks marketing team.
This qualitative research was combined with quantitative analytical insights to create a complete view of customers. This involved looking at specific needs these customers had and creating ways to provide a better online experience and nurturing them into becoming high value customers.
Big-Time Results for Dymocks
Following the research, FIRST made recommendations prioritised in order of the potential financial uplift they would bring to the site. Some of the tests and results were:
- Redesigning the checkout to overcome specific issues encountered, and to create a better user experience. Conversion rate increased 10.11% and revenue increased 12.76%
- Tested changes to the messaging around shipping. This increased site wide conversion rate by 11.11%
- More clearly presenting the results of the 'find in store' results. This increased store enquiries by 14.84%
"The FIRST team have been proactive in making improvements to our site. They have improved our online revenue, as well as the online to offline experience and the overall customer experience.
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Their work has always been honest and direct, and has helped us get deeper insight into our customer experience."
Head of Merchandise and Marketing