Boost RPV by 25%: How Lawnmower Tire Store Did It [Case Study]
Lawn Mower Tire Store (LMTS) has supplied its customers with high-quality tires, wheels, inner tubes, and bearings at extremely competitive prices, for more than two decades. By taking a customer-first approach to their business, LMTS has completed more than 50,000 transactions and holds 99.99% positive feedback on eBay. A robust inventory and fast shipping already set them apart from their competition, but like most eCommerce merchants, they were looking for ways to boost RPV (Revenue Per Visitor) — specifically with mobile sales.
Leveraging eCommerce Intelligence to Increase Revenue
Lawn Mower Tire Store was an existing customer of Redstage, an agency partner in the Mobile Optimization Initiative (MOI) community powered by HiConversion. Being one of the founding system integrators of the MOI, the Redstage team is dedicated to helping eCommerce companies implement the latest mobile conversion strategies. From the very start, they believed the MOI presented an incredible opportunity to boost mobile revenue for their clients.
Armed with their current sales numbers and conversion rates, LMTS turned to Redstage to help them increase revenue during the 2019 summer season.
Based on the analysis of LMTS sales funnel, the agency implemented conversion optimizations on the LMTS mobile site — quickly driving impactful results.
Why Adjust the Checkout Button?
RedStage identified a key issue: on desktop and mobile, the checkout button was only visible to the customer if they scrolled to the very top of the page. On sites with similar Average Order Value (AOV), and other comparable data points, they had experienced improved conversions by making the checkout button more prominent.
Optimizing the CTA
Redstage used the HiConversion optimization platform to implement a “Sticky Cart Header” to test how customers would respond to having the CTA (call to action) visible more often. This included making the cart button more obvious on desktop by moving it to the header, which “sticks” and scrolls with the page. On mobile, they added a second cart button that is always visible on the page once an item is added to the cart.
“We were struggling with mobile conversions and HiConversion helped us with the insights and adjustments we needed. This data-driven, forward-thinking platform is certainly worth a try.”
– Digital Marketing Coordinator, Lawn Mower Tire Store
Testing Generates Significant RPV Boost
To gather real results to tie back to revenue, Redstage used Revenue Per Visitor (RPV) as the key metric to measure success. More common metrics used to measure the effectiveness of tests such as Average Order Value (AOV) and Conversion Rate, can have a negative impact on revenue. Using each of these metrics independently can give non-credible data about the success or failure of an experiment. RPV combines these into a composite metric and presents an actionable data point.
Within a one month testing period, the “Sticky Cart Header” experiment saw a 24.9% RPV lift on Desktop, and a 7% RPV lift on Mobile.
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Treatment
What’s Next
Thrilled with these initial results, Lawn Mower Tire Store is now rolling out the experiments site-wide, using the data they gathered to capitalize on their full user base. They have implemented a sticky cart for checkout on mobile, and have made the checkout more visible on the desktop. What could a simple test like this do for your site’s revenue? Book a free audit of your checkout experience today.
