www.redeye.com

SUPERBREAKPRODUCT PAGE REDESIGN DETERMINED BY A/B TESTING LEADS

TO A 29% UPLIFT IN REVENUE

THE SOLUTION RedEye’s User Experience driven approach to Conversion Rate Optimisation (CRO) utilises analysis of customer experience to generate insights and hypotheses for testing. RedEye held workshops with the SuperBreak team to plan a programme of testing aligned with business priorities.

Breaks product page layout, with the aim of increasing bookings.

HYPOTHESIS: Redesigning the Theatre Breaks category

layout with less distraction will improve the perception and discovery of breaks offered, leading to greater conversions.

VARIATION 1: This variation included: a two-column layout; a search panel for Theatre searches only; a new carousel

Breaks’ section; ‘Inspire Me’ section changed to ‘Browse Theatre Break Categories’, including more items and the addition of USP’s and client testimonial elements at the bottom.

VARIATION 2: As above but an ‘All Product’ search panel instead of a ‘Theatre Only’ search panel.

THE RESULTSThe two-column redesign saw Variation 1 increase engagement with ‘Top selling Theatre Breaks’ by 65.85% and a conversion uplift of 61.74% was seen on theatre bookings during the test period. Variation 1 also saw an overall uplift in revenue of 29.39%.

Whilst the control on the live site was driving users predominantly towards the search and carousel elements, Variation 1&2 have redressed the balance of visibility and clicks have spread accordingly across ‘top/popular breaks’ and ‘browse theatre categories’ sections. Users are likely

ability to explore shows of interest under the new variations.

Looking at Variation 1, the use of the targeted ‘theatre

SuperBreak are in the process of applying this layout to their other product pages.

FROM THE CLIENT

website and RedEye help us make this a reality through our workshops, which are pivotal for helping us come up with testing ideas and hypotheses. We were really

as it revolutionised the design of our ‘Theatre Break’ product page and will be rolled out to our other product pages too.”

Head of E-Commerce

THE CHALLENGERedEye has been helping SuperBreak to optimise their online presence since 2014. In this project SuperBreak were looking to reduce clutter on their Theatre Breaks product page and keep the users attention focused on the areas of interest that will help them explore and choose from the available theatre breaks.

INCREASE IN ENGAGEMENT

65%

www.redeye.com

Red Eye International Ltd.35-38 New Bridge Street

BlackfriarsLondon

EC4V 6BWRegistered in England No. 4035064

www.redeye.com

VARIATION 2

CONTROL

VARIATION 1

www.redeye.com

Red Eye International Ltd.35-38 New Bridge Street

BlackfriarsLondon

EC4V 6BWRegistered in England No. 4035064