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  • 21 Oct 2022 · 3 min read

Swanky is Crowned European CRO Agency of the Year!

It’s official – we’re a 2022 European Agency Awards winner! Find out how our CEO, Dan Partridge, reacted to the news, and read about our sophisticated “test and learn” approach that saw us crowned CRO Agency of the Year.

Written By
Hannah Smiddy

We are thrilled to announce that Swanky has scooped the CRO Agency of the Year award at the 2022 European Agency Awards!

These awards celebrate the outstanding impact of creative, design, digital, marketing, advertising, media and public relations agencies across Europe. They were judged by an accomplished panel of leading industry experts, from the likes of Microsoft, THG Ingenuity and SEMrush, in a rigorous two-step process involving pre-scoring and group evaluation.

Speaking of Swanky’s European win, Dan Partridge, Global CEO, said:

“We’re beyond proud to have been recognised for our work as one of the leading experimentation and optimisation teams in Europe. It’s testament to the dedication and enthusiasm of our fantastic team here at Swanky, and the passion they show for doing CRO “right”, both in terms of the sophistication of our team’s approach and the commercial focus they consistently demonstrate.

“Since winning CRO Agency of the Year at the UK Digital Growth Awards in 2021, we’ve invested heavily in our CRO team, our technology and the service we offer, allowing us to secure several impressive projects with fast-growth brands across Europe (and indeed globally).

“A year on, to be rewarded for these efforts on the European stage, is a wonderful way to celebrate the commitment of our CRO specialists and wider Swanky team, as well as the support and trust of our CRO clients.”

What do we do as a CRO agency?

As a CRO agency, we leverage detailed data analysis, UX design, technical innovation and the latest split and multivariate testing tools to turn traffic into customers.

Each of our CRO engagements is different; rooted in data and tailored around the unique needs of the client in question.

We’ve refined a rigorous and sophisticated data-led approach to CRO that sees us conduct genuine multi-variant testing on an iterative basis and learn from all test results, to further build and improve upon all commercial metrics, from conversion rate to revenue per user and average order value.

It’s a combination of this strategic “test and learn” process, our unbound creativity and advanced technical capabilities that means we’ve been able to drive tens of millions of pounds worth of additional revenue for our clients through CRO.

Swanky provides CRO services to ecommerce brands across a wide range of platforms, working with partners like Webtrends Optimize, Nosto, Optimizely, Kameleoon and Dynamic Yield.

CRO examples

In our award entry, we shone a light on three CRO campaigns in which our Growth Accelerator team has driven particularly impressive results. Let’s look at these in a bit more detail.

Increasing new user conversion rate for a leading pet care brand

Our analysis showed that customers are often referred to our client’s website from friends and family, therefore have high confidence with high purchase intent. However, it was sometimes a challenge for them to find the most suitable product for their pet.

We tested the impact of adding detailed product tags on the collection page and found that this drove significantly more traffic to product pages, whilst increasing conversion rate by 4.68%. This supported our theory that users required more tailored assistance when making their product choice. It also informed our approach to a subsequent test, this time on product pages.

In this next test, we implemented a tool to help users identify the number of tablets their dog would need per month. This led to a 3.9% increase in conversion rate amongst engaged users, which we forecast would drive six figures of additional revenue over the course of a year if pushed to 100% of traffic.

Testing a product bundling strategy for DockATot

After identifying an opportunity to better promote dock accessories on the Shopify Plus store of international baby brand DockATot, we began testing an upsell strategy that we believed would increase average order value (AOV).

The strategy was based on the popular tactic of product bundling, which has been shown to increase sales, AOV and product awareness for ecommerce retailers.

We created a new feature for their website called the “Bundle Builder”. This walks users through a streamlined process where they select a main product (a dock), spare cover and accessories. Throughout each stage, users are made aware of the savings they are making by purchasing multiple products.

This implementation was a success, driving a 15% increase in AOV month-on-month after launch.

You can find out more about this product bundling strategy from our Lead Digital Strategist, Sammy Fraser, in our dedicated case study.

Optimising the product detail page for a custom printed product retailer

Tasked with increasing conversion rate for all users, we began by conducting a thorough analysis to identify any barriers to conversion in the purchase journey.

User research suggested that consumers were dropping off at product detail pages because they couldn’t establish whether or not they had found the right product to meet their needs.

We experimented with how content was displayed on these pages, with our test variant including clearer and more concise information, use case examples and icons linking to alternative product variants.

This resulted in a 12.91% higher add-to-cart rate and a 27.83% higher conversion rate over the test.

Want to work with the European CRO Agency of the Year to accelerate your digital growth?

If you’d like to know how our award-winning CRO specialists can unlock your ecommerce potential with a commercially-guided testing and optimisation program, then contact our friendly team today.

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