Google Analytics 360 CASE STUDY BY TATVIC

A/B Test with Google Optimize: A Lead Generation Portal Increased Conversion Rate by 66% About the Client • Client Domain: Lead Generation for Reselling Used Cars • Headquarters: Gurgaon, India • About the client: They are an online platform creating a marketplace for car owners to resell their used cars.

Goals • Enhance user engagement on website • Improve conversion rate online as well as offline • Increase footfall percentage at their onsite office

The client has a lead generation portal for reselling used cars for which they provide one of the largest platforms in India. The purpose of their website is to make it convenient for customers to book appointments with them online. They were facing a difficulty in attracting high intent customers. Another major pain point that the client was facing was the low conversion rate of booking appointments. They were on the look out for a solution that would help them gain better insights on how they can increase their efficiency, boost revenue and get quality customers. To improve on the conversion rate on the lead generation website. was their central focus. Their key performance indicator for measuring success was the number of users booking an appointment.

Approach to the Solution Approach • Implemented Google Optimize A/B redirect test to understand the performance of existing homepage against a variant version • The variant version created for A/B testing was more direct and also reduced the booking process of an appointment to just one step, unlike the previous process. • Google optimize divided the total users visiting the website equally for the original and the variant version. Later, performed A/B Redirect test to understand which page performed better in terms of lead generation and goal conversion.

Results • The variant version through Google Optimize A/B Redirect test, got higher conversion rate than the original version by 66% and 70% for desktop and mobile website respectively.

Our client has been a Google Analytics user for quite some time. Tatvic ensured that they were able to collect all the required data using comprehensive tracking to understand the user behavior. Utilizing these data-backed findings, we conceived a solid hypothesis to identify the gaps in user journey with the help of an A/B Redirect test using Google Optimize. Based on this insight, for the variant, we eliminated the pricing page which loaded after the form was filled in the original homepage. Instead, a one step process was implemented with an updated form that gathered the visitors’ basic details. The customers could now directly book an appointment without the hassle of browsing through multiple pages. This made it easy and convenient for our clients’ visitors. We created a redirection test using Google Optimize to target the desktop and mobile user segments. 50% of traffic was directed to the variant version where the users could directly book an appointment without any price quote given beforehand

Google Analytics 360 CASE STUDY BY TATVIC

Results

Form Fields A/B Tested

The

form

fields

which

were

changed are listed below • City • Centre • Appointment Date • Appointment Time • Phone Number Refer to Image 2 for reference.

We aim to provide our customers with an outstanding experience in providing better

The variant implemented for the A/B test was initially exposed to 33% of the total incoming traffic on the website while the rest of the visitors viewed the original version. After observing a positive response from the visitors, both online and offline, the exposed traffic to the variant was increased to 50%.

After running the test successfully for approximately 2 weeks, we observed higher conversion rate in terms of appointment booking. Google Optimize helped in getting clear insights by providing detailed results and good visualization. The A/B Redirect test result showed that the variant version had an improvement of 66% on Desktop and 70% in Mobile website for conversion rate. This helped the client to understand that the variant version was more accepted by users. Now since we have learnt of this, client is looking to make it permanent live to 100% of the users.

pricing and service on our website to help them make confident decisions about selling their cars. Google Analytics, along with Google Optimize, helped us increase the conversion rate for the users landing on our page. It validates our assumption of testing the layout change and provides results

About Google Optimize Google Optimize is a free A/B testing tool that helps you to create website content experiments along with experimentation across all different elements in your website that improve conversion rate. This tool can easily integrate with your Google Analytics and other Google products.

based on user behaviour data points. I recommend Google Analytics and Google Optimize to anyone who is looking for getting better insights for optimization, restructuring of the website and wanted to validate the changes through A/B tests. -Product Head, Client Firm

The paid version called Google Optimize 360 has a few additional features like personalization using GA audience data. Being a Google Optimize 360 Authorized Partner in India, Tatvic is an expert in A/B testing. We have helped our clients optimise the time their users spend on the site, achieve higher click through to additional pages and have also gotten their users to sign up for more information and even make purchases.

About Tatvic Tatvic is a Google Analytics Premium certified authorized reseller. Tatvic has had the privilege to lead the strategy and implementation of Web Analytics, CRO & Mobile App Analytics for the some of the best companies in the world. For more information, visit http://www.tatvic.com

Google Analytics 360 CASE STUDY BY TATVIC

Images: Screenshots of A/B Tests Carried Out A/B Test with Google Optimize: Original vs Variant

IMAGE 1 (Desktop): Original Form Fields (L-R): Brand, Model, Year, Variant, Reg. State, KM, Email

IMAGE 2 (Desktop) Variant: (1) Variant form fields: Brand, Model, City, Centre, Appointment Date, Appointment Time, Phone Number, (2) Changed the CTA content (3) Added the word “Used” in the Heading

Google Analytics 360 CASE STUDY BY TATVIC

A/B Test Results in Google Optimize

IMAGE 3 Desktop : A/B Test Result

IMAGE 4 Mobile : A/B Test Result