[CRO Case Story] HOW WE ACHIEVED A 61% LIFT IN THE NUMBER OF CHECKOUT VISITORS

MV Agusta is a large, global motorcycle manufacturer with over $400M in annual estimated sales. MV Agusta has existed since 1945 and is one of the most famous Italian handcrafted motorcycle brands.

MV Agusta launched the official online store for clothing, gear, and accessories at the beginning of 2020. 

Our goal as an agency was to increase brand awareness in the EU and USA and increase website visits and merchandise sales. 

This is the story of how we managed to optimize and improve an essential part of the Funnel in the first month of our cooperation.

Curious to learn how we did it? Continue reading to find out!

[CRO Case Story] HOW WE ACHIEVED A 61% LIFT IN THE NUMBER OF CHECKOUT VISITORS

MV Agusta is a large, global motorcycle manufacturer with over $400M in annual estimated sales. MV Agusta has existed since 1945 and is one of the most famous Italian handcrafted motorcycle brands.

MV Agusta launched the official online store for clothing, gear, and accessories at the beginning of 2020. 

Our goal as an agency was to increase brand awareness in the EU and USA and increase website visits and merchandise sales. 

This is the story of how we managed to optimize and improve an essential part of the Funnel in the first month of our cooperation.

Curious to learn how we did it? Continue reading to find out!

KPIs

Our team of experts pulled out key information in regards to the results we had with our clients!
61% higher CR from Website visitor -> Initiate Checkout
Thanks to proposed optimizations, users felt confident to proceed to Checkout faster.
36% higher CR Checkout Started -> Purchase
We added information that was essential to know before making a purchase.
28% lower Product page Bounce rate
Our team of experts optimized the Cart to be more user-friendly.
14% lower time spent in Checkout funnel
We optimized the experience based on the user sessions.

The Story

MV Agusta approached us to manage their Google Ads account. A few months later, they launched the Apparel Store.

The store offers stylish branded clothing and gear to bikers and the general population in the European market. However, the website needed to be audited and checked for “the low-hanging fruit” in terms of optimization. 

After a thorough website audit, we concluded that some crucial elements were missing on the Cart page

The Challenge

No previous data

The website was in the early stages, with little to no data available. We decided to focus on qualitative data from user recordings and competitor research. The goal was to learn about user behavior during the first months and optimize the website as soon as possible.

The Approach

Cart Page - Desktop

We noticed that buttons and CTA “Proceed to Checkout” were barely visible in the Cart, and there was no evident visual hierarchy between the elements on the Desktop version.

We confirmed our suspicion through recording analysis which uncovered behaviors that indicate confusion. The users were unsure how to get to the Checkout since the button was not prominent, which resulted in frustration and page abandonment

This behavior was even more evident in the mobile sessions, where the CTA button wasn’t visible until the user scrolled down. 

Based on the overall conclusion, we proposed:

  1. Make the CTA button and other essential buttons visually dominant and easy to spot by adding color and hover effect for the Desktop. That way, we can remove the confusion and allow users to navigate the website more effortlessly. 
  2. Add payment methods, shipping policy, and refund policy. These are all critical information visitors want to see before making a purchase. It will give additional information and serve as trust seals simultaneously.
Cart Page - Mobile

The Mobile version of the Cart also needed to be optimized as soon as possible. It wasn’t responsive, which affected the functionality and user experience. 

We proposed:

  1. Make the page responsive. The change will increase user satisfaction and ease of navigation.
  2. Make the CTA “Proceed to Checkout” float constantly at the bottom of the page view. That way, users will have access to ut and won’t get confused.

The Results

The results of our first proposal regarding the Cart were very positive.

These improvements brought a 61% lift in the number of visitors that continued their journey from Cart to the Checkout. 

This lift was documented after the first month of the new Cart version, and the impact was significant for Desktop and Mobile users. 

Additionally, we saw X% higher Checkout Started to Purchase Conversion Rate. This result was connected to the added information about payment methods, refund policy, and shipping policy. All of these are essential to customers since they add security and clarity.

We also detected an X% lower Product page Bounce rate, indicating that the Cart was more user-friendly after adding all the changes to the Desktop and Mobile versions.

One last metric was the X% lower Time Spent in the Checkout funnel. We were delighted to see that change since it confirmed that the changes and overall logic were good and that we can continue to optimize in that direction.

Conclusion

We believe that evidence-based decision-making is the best way to make informed decisions. That’s why we jokingly say our motto is, “stay calm and collect data.”

In this environment of uncertainty, even large companies can be affected by changes beyond their control. In our expert opinion, they must shift resources towards research and website improvement to regain control. 

They need to find ways to adapt and be better than the competitors, and they need to understand what makes their customers unhappy or frustrated and change it.

The continuous cooperation between our CRO team and the MV Agusta team brought many improvements to their website. We provided suggestions and solutions based on the collected data and the best up-to-date CRO practices.

 The result of our cooperation and guidance can be seen in the current version of the website and improved and very successful sales funnel

Contact us today for a free consultation, and let us show you how we can help improve your business.

Key improvements

To grow MV AGUSTA, we focused on:

  • Keyword level optimization
  • Negative keywords
  • Bidding strategies development
  • Product feed optimization
  • GA4 Setup
  • Up-sell & cross-sell campaign
  • Ad Testing & Improvement
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