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Grand Tongo
When a disruptive company started to drive traffic to a D2C site, we used data to understand their customers and improve their conversion rate from below 1% to 4-5% on average.
The project
While Grand Tongo was conquering amazon, Founder Cody Johnson also wanted to grow their direct to consumer channel. He assembled a marketing team to run Google and Facebook ads and hired us to do CRO as they ramped up their adspend. The main objective of the project was to improve the conversion rate of the site without sacrificing average order value or customer lifetime value.
The approach
Each CRO project is unique, so we begin every one with an audit to identify optimization opportunities. For Grand Tongo, we started by boosting their theme speed, then analyzed their analytics to find friction points in their funnel. Most changes focused on the cart and product page, and as their traffic grew, we saw an impressive increase in their conversion rate.
Heatmap tool used to look at user behavior when they were on the product page. From there we create different hypothesis and test them
Free Shipping progress bar on the cart can push customers to buy more units and a bottom add to cart section that is always visible can improve add to cart rate
The results
It’s important to note that we can’t attribute all of the results solely to Colored Byte’s efforts. Driving qualified traffic is also crucial for boosting conversion rates, especially in the early months as ad targeting improves. That said, we were able to raise conversions from below 1% to between 4-5% for several months until their initial stock ran out. We also implemented a few upsells, which helped increase the average order value (AOV). As this project continues, we’re now gaining insights into the seasonality and re-purchase patterns of their customers.
What it's like working with us:
For Colored Byte, you guys are so easy to work with. Our working relationship is super streamlined and you guys are preemptive when looking for solutions, editing or responding to my messages. So I’m very grateful. I'm really proud in the conversion rate perspective. That is why I approached you for and you knocked it out of the park. In our perspective, and my board’s perspective, a D2C site at 1 or 2% is good. A phenomenal site would be at 4 or 5% and we are in that 4 or 5% tier. I couldn’t ask for anything more. I’m very grateful.
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