90 Days, Exhaustive User Research, and a 58% Jump in Conversion Rate for a Major Retailer!
by
&
Buying refurbished tech requires trust.
Before 180 Marketing, a major tech retailer struggled with…
Spiking CAC
Tanking buyer confidence at the point of purchase for refurbished IT products
Increased prospect queries about refurbishment grades
Chaotic user experience
Confidence Dropped at the Moment of Purchase.
Buyers needed more information & clarity about:
What refurbishment grade meant
Warranties
The product condition
Unclear information
created hesitation at the
exact moment of purchase.
Then entered
180 Marketing.
They started with data, not assumptions.
Bruno Borges, Head of CRO at 180 Marketing
Insights turned into
experiments quickly.
10 A/B tests in 90 days
Quick wins identified
First tests in 2 weeks
Momentum over perfection
Research indicated that shoppers had concerns regarding the quality of refurbished IT equipment. While the brand only sold high-quality devices, this was not sufficiently clear on the site. This test highlighted item warranties. The variant increased (CVR) by 17.7% at a 98% confidence level.
Corporate shoppers reported difficulties when placing bulk orders due to a lack of clarity regarding item availability across different refurbishment grades. Detailing product availability by grade increased CVR by 10.1% at a 90% confidence level.
180 Marketing Made Trust Visible
Hypothesis → Test → Learning
Before
After
Results Followed Consistency!
Bruno and his team have run 1/3rd of all the planned tests in the backlog. And they are just getting started.
Their North Start Metric (NSM): Revenue per User (RPU). It balances both conversion rate and average order value (AoV)
The program saw a 58% increase in conversion rate over a period of 12 months.
The Tech Stack of Champions:
GA4
Heatmapping & session recordings
Convert Experiences (A/B testing)
Convert gave us the flexibility to easily set projects using either Bayesian and Frequentist methodologies, plus the ability to set specific statistical thresholds per project, making it significantly easier to monitor and maintain agreed-upon significance levels.
The "Deploy" feature is a huge help to keep momentum as soon as experiments are completed.
Bruno Borges,
Head of CRO at 180 Marketing
Learn With Bruno & Convert.
Follow them on LinkedIn.
90 Days, Exhaustive User Research, and a 58% Jump in Conversion Rate for a Major Retailer!
by
&
Buying refurbished tech requires trust.
Before 180 Marketing, a major tech retailer struggled with…
Spiking CAC
Tanking buyer confidence at the point of purchase for refurbished IT products
Increased prospect queries about refurbishment grades
Chaotic user experience
Confidence Dropped at the Moment of Purchase.
Buyers needed more information & clarity about:
What refurbishment grade meant
Warranties
The product condition
Unclear information
created hesitation at the
exact moment of purchase.
Then entered 180 Marketing.
They started with data, not assumptions.
Bruno Borges, Head of CRO at 180 Marketing
Insights turned into
experiments quickly.
10 A/B tests in 90 days
Quick wins identified
First tests in 2 weeks
Momentum over perfection
Research indicated that shoppers had concerns regarding the quality of refurbished IT equipment. While the brand only sold high-quality devices, this was not sufficiently clear on the site. This test highlighted item warranties. The variant increased (CVR) by 17.7% at a 98% confidence level.
Corporate shoppers reported difficulties when placing bulk orders due to a lack of clarity regarding item availability across different refurbishment grades. Detailing product availability by grade increased CVR by 10.1% at a 90% confidence level.
180 Marketing Made Trust Visible
Hypothesis → Test → Learning
Before
After
Results Followed Consistency!
Bruno and his team have run 1/3rd of all the planned tests in the backlog. And they are just getting started.
Their North Start Metric (NSM): Revenue per User (RPU). It balances both conversion rate and average order value (AoV)
The program saw a 58% increase in conversion rate over a period of 12 months.
The Tech Stack of Champions:
GA4
Heatmapping & session recordings
Convert Experiences (A/B testing)
Convert gave us the flexibility to easily set projects using either Bayesian and Frequentist methodologies, plus the ability to set specific statistical thresholds per project, making it significantly easier to monitor and maintain agreed-upon significance levels.
The "Deploy" feature is a huge help to keep momentum as soon as experiments are completed.
Bruno Borges,
Head of CRO at 180 Marketing
Learn With Bruno & Convert.
Follow them on LinkedIn.
90 Days, Exhaustive User Research, and a 58% Jump in Conversion Rate for a Major Retailer!
by
&
Buying refurbished tech requires trust.
3rd Party Refurbishments?
Was the Original Unit Defective?
Sub-Par Replacements?
Better than Used Products?
Before 180 Marketing, a major tech retailer struggled with…
Spiking CAC
Tanking buyer confidence at the point of purchase for refurbished IT products
Increased prospect queries about refurbishment grades
Chaotic user experience
Confidence Dropped at
the Moment of Purchase.
Buyers needed more information & clarity about:
What refurbishment grade meant
Warranties
The product condition
Unclear information
created hesitation at the
exact moment of purchase.
Then entered 180 Marketing.
They started with data, not assumptions.
Bruno Borges, Head of CRO at 180 Marketing
Insights turned into
experiments quickly.
10 A/B tests in 90 days
Quick wins identified
First tests in 2 weeks
Momentum over perfection
Research indicated that shoppers had concerns regarding the quality of refurbished IT equipment. While the brand only sold high-quality devices, this was not sufficiently clear on the site. This test highlighted item warranties. The variant increased (CVR) by 17.7% at a 98% confidence level.
Corporate shoppers reported difficulties when placing bulk orders due to a lack of clarity regarding item availability across different refurbishment grades. Detailing product availability by grade increased CVR by 10.1% at a 90% confidence level.
180 Marketing Made Trust Visible
Hypothesis → Test → Learning
Before
After
Results Followed Consistency!
Bruno and his team have run 1/3rd of all the planned tests in the backlog. And they are just getting started.
Their North Start Metric (NSM): Revenue per User (RPU). It balances both conversion rate and average order value (AoV)
The program saw a 58% increase in conversion rate over a period of 12 months.
The Tech Stack of Champions:
GA4
Heatmapping & session recordings
Convert Experiences (A/B testing)
Convert gave us the flexibility to easily set projects using either Bayesian and Frequentist methodologies, plus the ability to set specific statistical thresholds per project, making it significantly easier to monitor and maintain agreed-upon significance levels.
The "Deploy" feature is a huge help to keep momentum as soon as experiments are completed.
Bruno Borges,
Head of CRO at 180 Marketing
Learn With Bruno & Convert.
Follow them on LinkedIn.