Case Study: How We Increased Conversion Rate for German Unicorn Razor Group

G-Rack: Brand overview

As Europe’s largest Fulfilment by Amazon (FBA) aggregator, Razor Group has north of 200 brands in its portfolio and achieved Unicorn status in 2021 just one year after launch.

G-Rack is an ecommerce brand committed to providing high-quality storage and shelving solutions at a great price. The company began selling on Amazon and was later acquired by Razor Group. 

G-Rack’s products are still sold on Amazon, as well as via its DTC ecommerce store, built on Shopify Plus.

The challenge: increase conversion rate

As a large majority of G-Rack’s traffic comes from paid search, with particularly competitive keywords, converting more visitors into customers means they will get a better return on ad spend (ROAS).

When Razor Group first engaged Swanky, the G-Rack team had identified an opportunity to increase the conversion rate on-site. Therefore, Swanky was tasked with increasing this conversion rate and getting more from their acquisition spend to continue the growth they had been seeing.

How Swanky helped: a data-led A/B testing program

Through detailed data analysis and insights generation, we were able to give the Razor Group team an enhanced understanding of G-Rack’s ecommerce performance. 

It was during this process that we identified some key areas where conversion rates were dropping off. Our digital strategists then leveraged their knowledge of conversion rate optimisation (CRO) and A/B testing to implement an action plan to remedy this.

Consequently, we executed a rapid three-month CRO strategy for G-Rack, initially targeting:

1. making it easier for users to find a suitable product; and
2. improving customer experience.

Let’s now explore some of the key tests that we deployed on the G-Rack Shopify store.

Making it easier for users to find a suitable product

Test 1: Improving collection page filtering

Upon observing the shopping funnel, we learnt that 46% of users landing on the Homepage were dropping off on Collection pages, followed by another 81% on Product Pages (PDPs). Collection pages also had the highest exit rate (41%) and a bounce rate of 68%.

The collection pages were lengthy, with each individual colour and size variant included. Meanwhile, filters weren’t immediately obvious, especially on mobile devices. However, we noted that for those visitors who did locate and use the filters on Collection pages, there was a 174% higher chance of converting.

This led us to hypothesise that by improving the visibility and ease of filtering, the number of users reaching a product page with confidence would increase, as would the ‘add to cart’ rate. This would be because users can find the product they’re looking for more efficiently.

We conducted an A/B test to trial this hypothesis. The control was the original page where filters were hard to identify. The variant added a collection description and clearly displayed filtering options at the top of the page.

Results

Analysis of this A/B test revealed:

• a 31% increase in interaction with filters;
• a 14% uplift in CTR to product pages;
• a 27.8% increase in conversion rate.

Given the uplift in conversion rate, we predicted that when fully live this variant would generate a 28% increase in revenue. 

Test 2: Adding FAQs

Through survey analysis, we identified that users were exiting the site due to having unanswered questions about the racking products. We also noted that lots of questions were being asked on Amazon that were left unanswered on G-Rack’s DTC store. To address this, we tested whether the addition of an FAQ section on PDPs would lower these numbers.

You can see the desktop variant we tested below, with the FAQ block highlighted in yellow.

Results

Firstly, 7.2% of all users who landed on a PDP engaged with the new FAQ section. For those who interacted with this new block, conversion rate increased by 63.6%.

To build on these initial positive results, we recommended various iterations to this test, including increasing visibility of the FAQ content. We also recommended exploring additional ways to answer common questions, rather than purely through FAQs, such as via video content.

Improving the customer experience

Test 3: Use of lifestyle imagery

It is well-documented that the use of branded photography increases customer engagement on ecommerce stores. With this in mind, we tested using lifestyle imagery on G-Rack’s homepage, above the fold, against the control variant that only used product imagery. Our theory was that, since lifestyle imagery provides more context to the product in use, engagement/conversion rates would increase.

Control Variant

Test Variant

Results

This was a winning test which reduced bounce rate and increased click-through rate to Collections. This led to a 2.4% increase in conversion rate and 3.7% boost to revenue per user.

These results highlight the effectiveness of lifestyle photography, demonstrating that users like to see photos of a product in use to provide confidence in their purchase.

Impact of our experimentation and optimisation work

It’s important to note with all A/B testing that whilst some tests result in higher conversion rate increases than others, all tests can offer valuable insight and learnings. This is why experimentation is important; it’s just as important to see what works as it is to see what doesn’t work. We talk more about this in our article that explores the benefits of ecommerce testing beyond ‘winning’.

Through leveraging our data and growth services, G-Rack’s conversion rate has been boosted. For example, in April and May 2023 we saw an immediate 49.42% increase in conversion rate in comparison to January – March 2023. 

The learnings gained from these tests and others will inform further optimisation and experimentation work that Razor Group conducts as it continues to grow the G-Rack brand.

How will you achieve an increased conversion rate?

This case study exemplifies the industry-leading knowledge that our Growth Accelerator team brings to the table. Every Shopify Plus store is different, but each project can see growth if you take a strategic approach to optimising your brand’s digital experience.

If you would like to discuss experimentation or optimisation, or find out more about our CRO capabilities, please get in touch and we will be happy to schedule a call with you. We can help to optimise your conversion rates so you can grow faster.