---
title: "Conversion Optimization Case Study 1"
id: "6853"
type: "case-studies"
slug: "conversion-rate-optimisation-case-study"
published_at: "2021-10-06T15:06:35+00:00"
modified_at: "2025-10-14T05:53:46+00:00"
url: "https://www.scottshorter.com.au/blog/case-studies/conversion-rate-optimisation-case-study/"
markdown_url: "https://www.scottshorter.com.au/blog/case-studies/conversion-rate-optimisation-case-study.md"
excerpt: "PROBLEM: Raw Hire wanted to successfully guide more people through their vehicle hiring process to make more sales online. Our initial analysis had shown their current website vehicle hiring form..."
---

# Conversion Rate Optimisation 227.193% increase in conversion

Raw Hire is a leading long term vehicle hiring company operating throughout Western Australia.

![Image](https://www.scottshorter.com.au/wp-content/uploads/2021/10/mountain-480x423.png)

[Conversion Optimization Case Study 1](https://www.scottshorter.com.au/blog/case-studies/conversion-rate-optimisation-case-study/)

![Image](https://www.scottshorter.com.au/wp-content/uploads/2021/09/raw-hire-perth-logo-361x137.png)

[https://www.rawhire.com.au](https://www.rawhire.com.au)

![Image](https://www.scottshorter.com.au/wp-content/uploads/2021/10/rawhire-screenshot-361x217.png)

### Services Provided:

- [Conversion Optimisation Services](https://www.scottshorter.com.au/services/conversion-rate-optimisation-services/)

## PROBLEM:

Raw Hire wanted to successfully guide more people through their vehicle hiring process to make more sales online. Our initial analysis had shown their current website vehicle hiring form had a higher than expected abandonment rate.

## WHAT WAS ACHIEVED:

227.193% INCREASE IN CONVERSION

ORIGINAL CONVERSION RATE: 1.14%

NEW CONVERSION RATE: 3.73%

## EXAMINING THE RESULT:

Our team of conversion rate experts applied changes on the 29th of October, which resulted in a dramatic improvement to Raw Hire’s conversion rate with a corresponding decrease in the goal abandonment rate:

[https://www.scottshorter.com.au/wp-content/uploads/2021/10/CRO-Improvement-raw-hire.png](https://www.scottshorter.com.au/wp-content/uploads/2021/10/CRO-Improvement-raw-hire.png)
Click to enlarge

[https://www.scottshorter.com.au/wp-content/uploads/2021/10/CRO-improvement21.png](https://www.scottshorter.com.au/wp-content/uploads/2021/10/CRO-improvement21.png)
Click to Enlarge

## HOW DID WE DO IT?

- We first installed heat mapping and user session tracking to identify which question within the checkout process was causing the abandonment rate to be high.

- Upon checking with the Raw Hire team, questions identified as difficult in the previous step had to remain for legal purposes.

- The solution was to move the difficult question from page 1 of the checkout to page 3. After customers had already committed to completing the two previous pages, they were more than twice as likely to complete the more difficult question.

> Within days of implementing Scott’s recommendations, our booking process abandonment rate was reduced by 27%, while the primary goal conversion of our website increased from less than 2% to more than 4%, doubling our conversions.

Samantha Gartner, Marketing Co-ordinator, Raw Hire