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Conversion Rate Optimisation for, a personalised gift book merchandiser

Problem space:

The client would like to optimise their book purchase funnel to increase conversion and book sales. Alongside the marketing traction testing service my colleagues provide, they required user research and conversion rate optimisation services, which I planned and executed the relevant activities.


Starting with identifying the bottleneck in the product flow using Google Analytics, heat map tracking and visitor behaviour analysis using Visual Web Optimiser, I have learnt that the main bottleneck is between where users would see a preview of the book and the add to basket page, i.e. the highest amount of drop off happen after user have seen the preview. From the device segmentation and traffic analysis on Google Analytics, I have identified the buying journey - from the brand exploration on mobile to the final purchase funnel on desktop.
We ran a customer journey workshop with our client to map out all their existing touch points, then we ran analysis to understand how each of the touchpoint performs in the journey.


Through triangulation of the results with both quantitative and qualitative methods, I have achieved a 72% increase in CTR% via testing. As a team we have passed our learnings, including copy and site re-designs, to our clients and they have incorporated that to their site design.

Project Tags

  • ecommerce
  • Conversion Rate Optimisation
  • Experimentation
  • user journeys

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