Rocket CRO Lab

Project goalThe client is a B2B company that provides a highly converting and modular storefront for ambitious eCommerce businesses operating on Shopify and WooCommerce. The client was launching a new product and we were faced with several challenges:1. Validatу the idea and the product.2. Identify demand from the audience.3. Find the right target audience4. Lead generation5. Find the countries with the most “warm” audience6. Find the audience with the lowest CPL SolutionFirst, we gave a detailed briefing to the client. We identified key countries and potential audience interests.Developed 10 creatives and 3 variants of texts to conduct A/B tests.In the end, we found that we were interested in 2 audiences, which we put into separate ad sets.Since we worked with different countries (the USA and Europe), we divided them into separate campaigns because the price per lead will be different based on our experience.Also, we set up Google Analytics, set up goals, installed a Facebook pixel on the website, and set up a Lead event transmission when a form is submitted.Also, created several audiences for retargeting.As the client’s budget was small, we realized that we wouldn’t be able to get 50 leads/week and go through the pixel learning phase. Our strategy was to launch a campaign with CBO and dynamic creatives. We decided to let Facebook itself find the right leads for us.In the end, leads from the US proved to be too expensive. We switched off advertising and decided to test other funnels in the future. And for the time being, to focus on Europe.Also, we launched the campaign on fan page subscribers, but the CPL was high so we turned it off. Results:- total budget: €1,000- total leads: 65 with a conversion rate of around 5%, in Europe >8%, which is great for B2B company- avg CPL: €15- avg CPL in Europe: €10

Client:Professional ballet tights and active wearB2C/B2BGEO: USA, UK, Australia Objectives: Website and marketing channels improvements; CRO audit and research. What was done:Google Analytics and Google Tag manager audit and setup;Marketing channels audit;UX, Heuristic analysis;Heatmap&scrollmap analysis;Hypothesis and Recommendations for increasing conversion rate;Action Plan.

Intro: Niche – beauty eCommerce store of CBD natural products.GEO: US, worldwide Objectives: Make a UX audit to identify “money-leaking” places on the website  and provide recommendations and hypotheses for its improvement as the Client for several months was losing in conversion to purchase despite continuous marketing activity. Works:In the process of conducting a UX audit, while we did a research of the sales funnel, we found a big drop-off on the Checkout stage. Funnel analysis helped us identify where we should focus our attention primarily. Realizing this, we began to study the sessions with the help of  Hotjar video recordings and heatmaps, where we saw that users had problem with the payment method. Results:We conducted CRO research and UX audit. As a result, client received 100+ pages document of data-backed insights, observations, recommendations and a list of hypotheses with a clear To-Do plan. Found an issue, and after fixing it, we saw growth in CR at 54%.

Intro:We were approached by “Hollywood Mirrors”, which is the leading company in the sale of make-up mirrors in the UK. Unlike their competitors, their products feature premium quality, a five-year warranty, fast delivery, and originality. And the site is visited by more than 50,000 people each month. Our initial task was to make a CRO audit, find ‘money-leaking’ places and increase the conversion rate by fixing the issues. Works:- Examined the key pages of the user path;- Adjusted Google Analytics and added several events, which allowed us to obtain additional information about the behavior of users on the site;- Changed the current usability analysis software from Lucky Orange to Hotjar, as it has more functionality;- Conducted an audit of previous advertising campaigns, the target audience, and the results obtained;- Conducted a CRO audit and prepared the list of observations and recommendations;- Analyzed the sales funnel and found “money-leaking” places. The biggest drop-off was on the Product page so we decided to work on its usability.- Launched several A/B tests. Results:After the first test, the conversion of the site in sales has increased by 2 times.