How Supply boosted their conversion rate by 50% eight weeks after launch

It’s been two months since we launched Supply’s new website, and we wanted to give a little insight into how our 2019 Grant for Growth winner’s new store is performing.  

If you’re just catching up, we chose Supply as our 2019 Grant for Growth winner. Our goal with the Grant was to take an already-successful ecommerce business, pour fuel on it, and then watch them grow. 

So far, so good: Supply’s overall conversion rate has increased by 50% since we pushed their new site live.

First, let’s look at the numbers

Before we get into the specifics, we want to touch on some points that affected this data. First, these numbers are based on eight weeks of post-launch data. While a good indicator of how things should continue to improve, it will be a few more months until we can see a better all-around picture of where their new site stands. Second, the site launched shortly before their appearance on Shark Tank, a show that typically drives a lot of traffic with lower-buying intent (they also ran an accompanying promotion for this). And finally, this data includes Black Friday, Cyber Monday - the busiest shopping weekend of the year.

Still, the data looks promising. Especially when you consider that Shark Tank appearance, which tends to bring in a lot of curious visitors who aren’t necessarily interested in buying - these visitors had an above-average conversion rate. 

Here’s an overview of their performance:

Where it began

Supply’s journey with us began in June, when we announced them as the winner of our 2019 Fuel Made Grant for Growth. 

At the time, Supply already had a good amount of traffic (>30,000/ month), a strong conversion rate, a high average order value (AOV), and healthy year-over-year growth numbers - in both traffic and revenue. This meant they had a strong business model already, a burning fire we could pour fuel on. 

We chose to work with Supply for a number of reasons, which you can read about here. But essentially, their intense focus on the customer experience meant they were a perfect fit for the Fuel Made Growth Model, which is the method we use to help our clients grow.

Let’s take a look at the top three areas of opportunity we initially identified when we created Supply’s ecommerce growth strategy, and how a focus on these areas has helped drive growth. 

Goal #1: refreshing the homepage 

• The Results: Conversion rate increase of +126% for visitors landing on the homepage, along with a 40% decrease in bounce rate.

When we started, Supply's homepage accounted for less than 20% of traffic. Of that, 60% are coming from social media channels which generally bring in more top-of-funnel visitors. These tend to be users who are interested in learning more about a brand, and less interested in making a purchase. 

Our objective with the homepage was to create one that spoke to who Supply is, and not centered around what they sell. That’s why a key change we made on this page was to avoid getting too deep into product specifications, and speak more to the benefits of the product, who Supply is, and what they stand for. (You can read all about our design decisions here.)

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This focus on brand identity has served them well. Their conversion rate for visitors landing on the homepage has increased by 126%.

Goal #2: creating a helpful product page

• The results: The Single Edge Razor PDP (Supply’s flagship product) saw a +101% increase in conversion rate for traffic landing on the product page. 

The product page is the backbone to every store - it’s where the sales happen. We knew the importance of Supply’s product detail page (PDP) from the start - it accounts for nearly 38% of total page views. While their PDP conversion rate wasn’t bad, we knew they could do better. 

Since the majority of visitors are landing on this page, it needs to introduce and educate them about the product, without overwhelming them.

It also needs to be fast. With a 30% slower load time than other pages on the site, getting this number down was a high priority. 

Here’s the result from our work:

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Thanks to these changes, we’ve seen a 101% increase in PDP conversion rate for visitors landing on the PDP, and the percent of visitors who make a purchase after viewing a product page increased by 47%.

(p.s. if you’d like to read about our design decisions on this page, you can head over here.) 

Goal #3: improving the mobile experience

• The Results: A 53% increase in mobile conversion rate

We started our project with Supply by analyzing their store data to learn all about customer shopping behaviour. Here we determined an opportunity to create a better mobile experience.

A couple key pieces of data helped piece this together:

1. At the time, mobile shoppers accounted for more than 70% of Supply’s traffic
   
2. Their mobile conversion rate was 54% lower than desktop

We saw a huge opportunity to close the gap. By implementing tactics to improve the mobile experience (e.g. moving up their CTA for easy tapping), we helped boost their mobile conversion rate by 53%. (We'll be sharing more on how we did this soon.)

Overall Site Performance

When you consider the massive increase of traffic coming in from Shark Tank, the boost in conversion rate is definitely a good indicator on how Supply’s growth will continue in the coming months. 

We’ll be providing more updates as we move along with Supply, so be sure to tune in.

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In case you’ve missed it, you can read all about our journey with Supply below:

1. Announcing the winner of the Fuel Made Grant for Growth
2. Let’s talk about the Fuel Made Growth Model
3. Creating an ecommerce growth strategy
4. Brand Voice: Where the Magic Happens
5. Case Study: How to turn a good homepage into a great one
6. The Anatomy of a great product page
7. Supply's Single Edge Razor makes it to Shark Tank