T3 MICRO
The Beauty
of Optimization
THE CHALLENGE
Optimizing T3 Micro
Santa Monica-based luxury haircare brand T3 Micro partnered with Digital Operative to help execute an aggressive growth strategy. Our challenge was to create and execute a long term CRO program that would continuously increase revenue per unique visitor during an extended period of significant audience growth. This was especially complex due to the challenge of combining optimization and audience acquisition tactics.
OUR ROLE
- Conversion Rate Optimization
- Magento Development Support
THE OUTCOME
Accountable to our results
Digital Operative created a strategic roadmap and executed a multi-channel program over twenty four months, that featured conversion rate optimization (CRO) powered by VWO Experience Optimization Platform helping T3 Micro to drive an additional $2M in sales revenue.
NET REVENUE
MOBILE TRANSACTIONS
MOBILE CONVERSIONS
TRAFFIC INCREASE
YOY CONVERSION RATES
YOY NET REVENUE
T3 Micro 2 Year Period
RESULTS
The success of T3’s CRO strategy was all about the incremental improvements from content based pages to products, and product views to purchase pathways. Over the course of twenty four months, we used VWO for research and to test solutions and iterations to match motivation, reduce barriers to purchase, identify value that resonates, and fine tune audience pathways through segmentation and personalization. Here are some examples of significant website improvements that lead to the overall impact on revenue:
01
Mobile First
With over 70% mobile traffic and key consumer motivations identified, we devised and implemented a conversion rate optimization (CRO) and User Experience Design strategy focused on mobile first testing and implementation throughout the shopping experience. We were able to improve areas of the site that were negatively impacting the customer experience and conversions leading to a 160% increase in Mobile conversion rate.
02
Improved Product Research & Selection
Product pages were a primary source of fallout. Using VWOs powerful multivariate feature, we tested to uncover the most effective combination of value placement and friction reduction which resulted in an increased ATC rate by 80% from product pages. Incremental conversion rate increases through structured troubleshooting, testing, and optimizing to improve motivational consistency throughout the customer journey. This included navigation, landing pages, categories, and product detail pages. These efforts realized a 30% increase in ‘quality’ product views, decreasing the average number of products viewed to purchase.
03
Improved Motivational Touchpoints
We worked with the T3 team to design and develop landing pages for new product launches. Once live, we utilized an AI multivariate testing strategy to dial in CTA placement, process indicators, functional aspects and content hierarchy. This strategy resulted in >1000% increased engagement and a 23% increase in conversions originating from the landing page.
04
Reduced Barriers to Purchase
Significantly increased conversions by testing and adding more payment gateways at checkout to give customers more options like paypal, apple pay, and amazon pay. These options quickly exceeded 40% of all accounted transactions by increasing simplicity and decreasing anxiety to purchase.
05
Increased Site Speed
The T3 experience included many content pieces including videos, gifs and images. Unfortunately, too much content can create significantly large load times. By removing large loading items, we reduced site speed by 15%. Removed items were safely validated as unnecessary to the customer experience through virtual testing.
Working with DO is a dream. They tested and implemented a CRO strategy that helped drive $2M in sales. Their continued support and insights make them a strategic partner that we can see ourselves growing with for years.