Takes 5 mins
CASE STUDY
Learn how CRO techniques were used to increase the mobile conversion rate for FNP
Client Background
Client Name: Ferns N Petals
Client Domain: Gifting Company
Headquarters: India
About the company: FNP (Ferns N Petals) is a leading Indian gifting company with a presence across 450+ cities and towns in India, and 60+ countries worldwide. What sets them apart is that they deliver perishable gifts (such as flowers and cakes) at any location at the desired time.
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Challenge
FNP’s conversion rates on mobile website was lower compared to desktop. With increasing traffic from mobile devices, this presented a big challenge and an opportunity area for FNP.
Approach to Solution
CRO or Conversion Rate Optimization techniques was leveraged to improve FNPs’ mobile website experience.
Tatvic conducted a thorough quantitative (Adobe Analytics) and qualitative analysis (Heuristics, User testing) to reduce the drop-offs from product display pages to the delivery address page.
Tatvic identified communication triggers which could help FNP in improving conversion rates i.e. ‘simplify’, ‘reduce cost’, and ‘rewards me’
Built a hypothesis to improve the user interface (UI) of the delivery page, making the buyer’s decision-making process more comfortable.
Finally, Tatvic conducted split testing to validate the effectiveness of the hypotheses and actualize the results.
Results
- 13% improvement in the purchase funnel, 4% uplift in the overall purchases.
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