Delivering with CRO |
Where conversion gains actually came from: CRO results across four clients
Results from four Box UK clients, from abandoned basket emails and checkout changes to page speed and onboarding, and what each one was worth.
+46%
average order value for AWC within two months
80%
of TBC Bank operations moved to internet banking (up from 20%)
5%
of OKdo’s revenue now comes from personalised cross-selling
+30%
PageSpeed score for Dexerto
In short
This page brings together conversion rate optimisation results from four Box UK clients: an electronics retailer, a news site, a bank and a drinks brand. Each focused on a different part of the customer journey, from checkout and product pages to page speed and onboarding.
- OKdo recovered more abandoned baskets and added personalised cross-selling, which contributed to 5% of its revenue.
- Dexerto improved its PageSpeed score by 30% and reached all-time highs for Largest Contentful Paint.
- TBC Bank’s internet banking grew from 20% to 80% of its operations.
- AWC’s orders rose 13% and average order value rose 46% within two months.
OKdo: baskets, checkout and cross-selling
OKdo is a global technology business selling single-board computers and Internet of Things products. Box UK built its ecommerce platform, which launched with seven country sites in six languages, each selling over 5,000 products.
After launch, we ran an ongoing CRO programme. Abandoned basket emails gave an immediate increase in recovered baskets. Changes to the basket and checkout, including a move from a single-stage to a multistage checkout, continue to add small gains in purchase conversion. And a new personalised cross-selling feature increased order value and now contributes 5% of OKdo’s overall revenue.
OKdo’s Global Digital Product Owner, Adrian Goodman, said Box UK’s approach meant the team could “consistently and rapidly deliver impactful changes on a global scale”.
Dexerto: speed as a conversion lever
Dexerto is a high-traffic gaming and esports news site, and advertising is one of its main sources of revenue. Its Google Lighthouse scores showed that performance problems on its existing WordPress platform were hurting site traffic, and it needed a faster platform before Google’s Core Web Vitals update.
Box UK moved the site to WP Engine, with performance built into the code from the start. Dexerto’s PageSpeed score improved by 30%, and it reached an all-time high for Largest Contentful Paint, one of Google’s Core Web Vitals.
Dexerto’s Head of Product, Elliot McDonagh, said the site was seeing traffic growth “that’s taking us to new peaks”.
TBC Bank: onboarding, forms and personalisation
TBC Bank is one of Georgia’s largest banks. Box UK worked with it over several years on a long-term UX programme, redesigning its internet banking portal, designing the interfaces for its mobile banking apps and testing its remote banking kiosks.
Across that work, we applied CRO techniques to customer onboarding, form design and personalisation, including linking the bank’s CRM system to its internet banking so it could show customers products relevant to them. Over the programme, internet banking grew from 20% to 80% of the bank’s operations.
TBC Bank’s Deputy Retail Director, Vazha Beriashvili, said Box UK’s work had “contributed to a rapid and significant increase in remote banking clients”.
AWC: checkout and product pages at peak trading
AWC was a drinks brand. At the height of its trading, Box UK made changes to its checkout, purchase journeys and product pages.
Within two months, orders rose 13%, average order value rose 46% and user registrations rose 21%. Visitors also spent more time on the site, with pageviews up 26% and average time on page up 10%.
Frequently Asked Questions
It’s the practice of finding and removing what stops visitors from doing what you want them to do, such as buying or registering, and testing each change to see if it works.
Some changes show results within a couple of months. AWC saw orders rise 13% and average order value rise 46% within two months of changes to its checkout and product pages.
In our work, the quickest results have come from changes close to the point of purchase. For OKdo, abandoned basket emails gave an immediate increase in recovered baskets.
Yes. Slow pages lose visitors before they do anything. Dexerto’s performance problems were hurting its traffic, and after Box UK re-platformed the site, its PageSpeed score improved by 30% and traffic grew to new peaks.
It works best as a programme. OKdo’s checkout changes are still adding small gains after launch, and TBC Bank’s results came from CRO work across several years of a wider UX programme.
Yes. Any site where you want people to complete an action can benefit. For TBC Bank, CRO work on onboarding, forms and personalisation helped internet banking grow from 20% to 80% of the bank’s operations.
What this means
for your organisation
If your site gets the traffic but not the results, the gains are usually hiding in a few places: the checkout, the product page, the speed of the first load, and what you offer next. Finding them is a matter of evidence and testing, not guesswork.
If you’d like to know where yours are, send us a few lines about your site and what counts as a conversion. We’ll tell you where we’d look first.
Talk to one of our digital experts
Allie Brock
Chief Solutions Officer
Do you have a great idea for a project?
Allie has over 20 years of cross-sector experience at Box UK, and brings a unique perspective to strategic planning by translating data into actionable, impactful strategies that can drive organisational growth and innovation.
Or call us on 020 7439 1900
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Have a project you’d like to discuss?
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