Transforming MOD Lighting’s CRO program for a triple increase in sales
Transforming the lighting industry: MOD Lighting's 314% sales surge unveiled.
As a leading global provider of contemporary home lighting solutions, MOD Lighting recognized the need to improve its existing e-commerce platform to align with its extensive worldwide influence and enhance conversion rates.
Seeking to bolster their sales on a global scale, MOD Lighting chose to collaborate with us to implement an optimized conversion rate program. Our strategy involved utilizing A/B testing, a method that allowed us to experiment with different design elements, features, and user experiences to identify the most effective and compelling approach.
Addressing critical areas for improvement
MOD Lighting faced considerable obstacles in its Conversion Rate Optimization (CRO) endeavors, primarily due to the absence of adequate resources and expertise to develop an in-house CRO program. To optimize their website’s performance, enhance user experience, and ultimately drive higher conversion rates, we highlighted three critical areas that demanded immediate attention: Customer Behavior, Website Usability, and Customer Motivation.
The solution
Building upon valuable insights acquired from rigorous analytical research, behavioral analytics, and proactive customer feedback, we crafted and executed 50 A/B tests. These tests were strategically deployed across both MOD Lighting’s online platform and mobile app, with a clear focus on addressing the distinct requirements of their users.
By adopting a data-driven approach, our team sought to optimize user experiences, refine interface usability, and enhance overall engagement with the brand.
Technicalities
We made strategic adjustments that were crucial in enhancing user satisfaction and driving improved results for MOD Lighting’s global e-commerce endeavors.
One notable achievement was the successful streamlining of the Product Detail Page (PDP). Previously, the PDP had displayed all 14 options as individual swatch buttons, causing clutter and confusion for visitors. By implementing a cleaner and more intuitive step-by-step approach, we transformed the PDP into a user-friendly space, empowering customers to make well-informed decisions effortlessly.
Furthermore, we decided to remove a reserved basket timer from the checkout process. Understanding that MOD’s audience took their time researching the perfect lighting options, the inclusion of timers created a false sense of urgency that proved ineffective.
Key takeaways
The outcome of the initial test we conducted was truly remarkable, resulting in a +12.28% increase in conversion rate and a +19.3% boost in Average Order Value (AOV). Equally notable, the second test yielded impressive results with a +13.8% increase in conversion rate and a noteworthy +16% improvement in AOV.
These achievements were just the beginning of the transformative impact our collaboration had on MOD Lighting’s business. Through a meticulous year-over-year (YoY) quarterly analysis, the numbers spoke volumes: a staggering 314% increase in sales when comparing 2022 Q1 to 2023 Q1, and a substantial 69% surge in sales between 2022 Q2 and 2023 Q2.
Notably, average order value improved by 10%, reflecting enhanced customer perception of value.
The impressive 34% returning customer rate showcased the effectiveness of our strategies in fostering long-term customer loyalty.
MOD Lighting’s decision to partner with us has undeniably proven to be a pivotal turning point, unlocking the full potential of its online presence and propelling it toward unparalleled success in the competitive market.