Goossens Wonen en Slapen offer customers a free in-store interior advice service in all their stores throughout Belgium and the Netherlands. Visitors can book a free appointment with the design department via their website. These appointments albeit free generate additional revenue through upselling, so it is imperative that the site is well-optimised to increase the number of online bookings.
As part of our strategy, Fast Web Media used metrics such as Crazy Egg and Google Analytics to allow us to see where people were clicking on the page and identify distracting elements within it. The Search Team then worked with our designer to create a new design for the page based on primary research from Crazy Egg and Google Analytics and additional design research.
A/B split testing the new design in Website Optimizer suggested a marked improvement on the previous design, and this prediction was reflected when the new page went live. The performance of the new page saw an observed improvement of 92.8% and a 99.6% chance to beat the original version. The conversion rate increased from 1.7% (original) to 2.25% (new page). Year on year we have seen an increase in the number of online bookings by 117% due to the new page design.