A small number of products have buyer opinions. Therefore, these can be hidden without a negative effect on the conversion rate.

During our cooperation with Growcode, we have been a part of every step of the process. We know what is tested and why, and we are able to influence the final appearance of the tested elements. Our team is in control, and the process builds our team’s knowledge. We can’t wait to experience the next tests and their results.

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The project was intended not only to refresh and modernize 4F’s website, but also to make it more user-friendly and clearer so the users would be able to find the functions and information they want faster.

Therefore, heuristic analyses were applied to product descriptions, which appeared to have the greatest potential for optimization, and was used to formulate hypotheses for tests.

AFTER: In the alternative version the information on delivery to local stores was placed directly under the information on availability.

Removing abbreviated information about the product would have no adverse effect on the conversion rate, and clarity of the product descriptions would increase.

The project was intended not only to refresh and modernize 4F’s website, but also to make it more user-friendly and clearer so the users would be able to find the functions and information they want faster.

With 4F, this was not the case. During the analysis of the 4F online shop, it turned out that users had no issues with checkout (adding articles to the shopping cart and placing an order). However, we discovered that the percentage of users who would add a product to the shopping cart in the first place was lower than the Growcode team expected.

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The larger the company, the more obstacles and complications for effective conversion rate optimization. That was the story of the 4F online shop. The workload of the ecommerce department did not allow quick testing of their planned changes. Additionally, 4F wanted to make use of professional expertise to optimize its online shop.

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Positioning the information regarding delivery to local stores higher would raise the conversion rate, because this information is relevant to the user (as 4F has a well-developed chain of local stores).

The person responsible for the optimization of the 4F online shop was Paweł Ogonowski. He helped 4F to develop their website using a unique product – Growcode.

The next stage, coding, is where many companies that do not choose conversion optimization reach a dead end. Coding the planned changes can take a lot of time due to the unavailability of the IT workforce, which is often busy with many other projects and activities related to the ongoing fixing of bugs and errors.

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Thus, Growcode decided to prepare a series of additional hypotheses to test the influence of the individual elements of the product descriptions on the decisions made by users.

Additional hypothesis 2: Communicating the percentage discount. The way the percentage discount was communicated had no effect on the conversion rate.

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Additional hypothesis 5: Removing abbreviated information about the details of the product. Additional information in the description of the product was not relevant to the users, and removing it did not affect the rate in any way.

A newly tested version of the product descriptions that had increased the conversion rate was introduced to all users. Thanks to the Swiftswap application, the change did not have to be coded by the IT department: It was provided to the end users directly by the application, saving the developers time and effort.

The first phase in conversion rate optimization is conducting quantitative and qualitative analyses, which enable us to understand users and identify their problems. The analyses also help formulate recommendations, which form the next stage of the process. While developing recommendations, we prioritize changes and select those that will be implemented during the sprint.

To redesign or not to redesign your online store: that is the question. From experience, we know that most users need some time to accept a new look of website. So often after a major redesign, as a reward for countless months of work, the conversion rate plummets and existing customers leave and never come back. That's why, the most successful ecommerce websites optimize their websites constantly. Read their story.

Thanks to Growcode, a single optimization sprint which consists of carrying out research, preparing mockups and graphic designs, coding, and conducting and analyzing an A/B tests takes five weeks.

The next phase of the Growcode process was the development of changes. The Growcode team developed wireframes, together with the 4F team. The wireframes helped prepare graphic designs that were later evaluated.

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BEFORE: In the basic version, customers’ opinions are next to the product name and the stars are highlighted in color even if the product has not been rated yet.

Often, the first aspect to be optimized in terms of the conversion rate is the checkout, which is where users encounter the most problems.

In the 4F online shop, that was not the issue. Thanks to Swiftswap, a proprietary application from Growcode, coding took only a few days and was completed without engaging their IT department.

Removing the info box next to the information on availability would have no adverse effect on the percentage of products added to the shopping cart.

Additional hypothesis 4: Positioning the notice about delivery to local stores above the call to action. The placement of information about delivery to local stores above the CTA was irrelevant. According to feedback from the customers, it should be placed where it looks best.

The information on percentage discounts in the product descriptions will increase the conversion rate of the discounted products.

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If a shop generates USD 5 million in revenue, a conversion rate increase of 8% would mean an additional USD 400,000. With a high revenue, an increase of 8% converts into a recurring ROI without involving the development team, without a revolution, and without increasing expenditure on traffic acquisition.

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After coding the changes, it was time to run A/B tests. The tests enabled us to verify how the implemented changes would influence the conversion rate and average order value. After the tests, the Growcode team carried out a detailed analysis to find out which hypotheses were confirmed.

BEFORE: Product descriptions lacked clarity. Key product information was not visually grouped, which made it more difficult for users to process it and make decisions. The call to action (“add to shopping cart” button) was far away from the product’s price, size and quantity.

We see how Growcode really influences the revenues we generate. We like that we can apply and test new ideas in such a short amount of time. The whole process does not strain our team or put unnecessary stress on our developers. This definitely increases our potential in terms of implementing and testing changes that are supposed to improve user experience, resulting in a significant increase in conversion. During our cooperation with Growcode, we have been a part of every step of the process. We know what is tested and why, and we are able to influence the final appearance of the tested elements. Our team is in control, and the process builds our team?s knowledge. We can?t wait to experience the next tests and their results.

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Additional hypothesis 3: Removing additional information about the courier in the form of an infobox. The removal of the info box did not cause any significant change. The info box is unnecessary because it does not play a major role.

In our company, we have a lot of ideas about how to improve and develop the website of our online shop. However, our limited developer resources prevented fast implementation and testing of the planned changes. The product offered by Growcode seemed an ideal solution to our problems and it was. What's more, the people at Growcode are true professionals and we were looking not only for a technology supplier, but a business partner with appropriate experience, able to assess our website objectively.

Additional hypothesis 1: Moving the stars rating under the picture reduced the conversion rate. It appears that they influence the users? decisions more than we expected.

4f.com.pl is a brand offering first-class sportswear and sports accessories. The hallmark of the shop is its combination of quality, technology, and fashionable materials mixed with modern-day designs.

Increasing the clarity of the product descriptions on the desktop to increase the percentage of users who proceed to the shopping cart.