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 to the goal abandonment rate:
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Click to Enlarge
HOW DID WE DO IT?
- We firstly installed heat mapping and user session tracking to identify what 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 2x more 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.
