As one of the UK's premier retailers in the tile and flooring industry, Tile Giant has built its reputation on delivering exceptional quality products for both residential and commercial projects.
Recognizing the need to elevate their digital experience, they engaged experienced digital agency Proof3 to transform their e-commerce store, enhance customer experience, and drive substantial business growth.
Through careful analysis, Proof3 identified that although the search functionality was widely used on the site, a notable number of users exhibited conflicting behaviours.
They either did not engage with the search results cards or demonstrated signs of "u-turn" behaviour, repeatedly navigating back and forth between the Product page and the Search results.
Additionally, qualitative research revealed that users were dissatisfied with the amount of information provided on the search result cards.
Proof3 carried out an A/B/n test on the Search Results page with three different variants using Mida's built-in code editor.
Leveraging Mida's A/B/n testing capability, Proof3 was able to simultaneously test multiple variants against the control, all running on the same URL.
Control: The original design.
Variant 1: Enhanced product cards by adding delivery details and swatches.
Variant 2: Updated product cards with delivery details and a prominent call-to-action (CTA).
Variant 3: Combined delivery details, swatches, and a clear CTA on the product cards.
All changes were implemented directly through Mida's built-in code editor, allowing the team to quickly apply CSS and JavaScript modifications without deploying code to production.
Proof3's optimization efforts delivered impressive improvements, with drastic improvements across most variants. However, only one variant could be the clear winner, and that was Variant 1.
Variant 1
The performance of this variant was impressive, driving significant improvements versus the control:
Although there were improvements in the remaining variants, they fell short of the top performer:
Variant 2:
Despite a 45% increase in CvR, a 17% decrease in AoV impacted RPV, leading to only a slight uplift in revenue versus the control.
Variant 3:
Despite driving a respectable 19% improvement in CvR and a 10% improvement in RPV, it was also a close second.
Understanding user behaviour and pain points was crucial for success. Analysis carried out by the experimentation agency Proof3 showed that customers needed more product information during their search experience.
Mida's A/B/n testing allowed Proof3 to test multiple solutions at once. This helped quickly identify what worked best for customers. Using Mida's built-in code editor, changes were made quickly without complex deployments. This saved time and resources.
These results show how the right tools and strategic testing can significantly improve both customer experience and business performance.
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