MOD lighting's CRO program
Optimize | Adapt | Uplift conversions
About CRO Program
As a leading global provider of contemporary home lighting solutions, MOD Lighting recognized the need to improve its existing e-commerce platform to align with its extensive worldwide influence and enhance conversion rates.
Seeking to bolster their sales on a global scale, MOD Lighting chose to collaborate with us to implement an optimized conversion rate program. Our strategy involved utilizing A/B testing, a method that allowed us to experiment with different design elements, features, and user experiences to identify the most effective and compelling approach.
Addressing critical areas for improvement
MOD Lighting faced considerable obstacles in its Conversion Rate Optimization (CRO) endeavors, primarily due to the absence of adequate resources and expertise to develop an in-house CRO program. To optimize their website’s performance, enhance user experience, and ultimately drive higher conversion rates, we highlighted three critical areas that demanded immediate attention: Customer Behavior, Website Usability, and Customer Motivation.
A data-driven approach to success
Building upon valuable insights acquired from rigorous analytical research, behavioral analytics, and proactive customer feedback, we crafted and executed 50 A/B tests. These tests were strategically deployed across both MOD Lighting’s online platform and mobile app, with a clear focus on addressing the distinct requirements of their users.
By adopting a data-driven approach, our team sought to optimize user experiences, refine interface usability, and enhance overall engagement with the brand.
Strategic adjustments for enhanced results
We made strategic adjustments that were crucial in enhancing user satisfaction and driving improved results for MOD Lighting’s global e-commerce endeavors.
One notable achievement was the successful streamlining of the Product Detail Page (PDP). Previously, the PDP had displayed all 14 options as individual swatch buttons, causing clutter and confusion for visitors. By implementing a cleaner and more intuitive step-by-step approach, we transformed the PDP into a user-friendly space, empowering customers to make well-informed decisions effortlessly.
Furthermore, we decided to remove a reserved basket timer from the checkout process. Understanding that MOD’s audience took their time researching the perfect lighting options, the inclusion of timers created a false sense of urgency that proved ineffective.
Remarkable results and ongoing success
The initial test delivered outstanding results, with a +12.28% increase in conversion rate and a +19.3% boost in Average Order Value (AOV). The second test also impressed, showing a +13.8% rise in conversion rate and a +16% gain in AOV.
These successes marked the beginning of significant growth for MOD Lighting. Year-over-year analysis revealed a 314% jump in sales from Q1 2022 to Q1 2023, and a 69% increase from Q2 2022 to Q2 2023. Additionally, the average order value grew by 10%, demonstrating greater perceived value among customers.
A 34% returning customer rate highlighted the effectiveness of our strategies in building loyalty. Partnering with us has been a game-changer for MOD Lighting, driving remarkable online growth and positioning them for continued success in a competitive market.