Customer journey analysis and a run of checkout split tests that lifted conversion for the UK's fastest growing electrical wholesaler. Every test showed an uplift.
YESSS Electrical is the fastest growing electrical wholesaler in the UK. Established in Europe for almost 50 years, it has over 95 stores nationwide, open to trade and public, with specialist teams for EV and renewables, industrial, security and lighting.
YESSS recognised that customer drop-off and basket abandonment at the checkout stage could be improved. We proposed a series of CRO tests to identify where the key improvements could be made.
The aim was to understand how customers interacted with the current design of the YESSS ecommerce site, and whether new approaches to the checkout experience could raise conversion rates.
This project focused on one part of the system: the platform. We split tested changes to the YESSS ecommerce checkout, and the web team is now implementing them based on our recommendations.
End-to-end journey analysis, then A/B tests on the YESSS checkout: an active checkout button with fewer T&Cs clicks, VAT-inclusive prices from the outset and a free delivery threshold banner, each split evenly against the original.
We analysed the full end-to-end customer journey to highlight friction points, and aligned our recommendations with the YESSS business strategy. Research and data together gave us a hypothesis to test.
After assessing where development work could improve conversion rates, we designed a series of split tests that could reshape key parts of the checkout. Each test compared two versions of a page to see whether small changes could lift conversion, with 50% of visitors seeing version A and the other half version B.
It wasn't clear to users that a terms and conditions box had to be ticked before they could buy. The buttons were greyed out with no obvious reason, so we tested an active checkout button and removed the extra clicks for the T&Cs.
A second test showed VAT-inclusive prices from the outset. YESSS shows prices without VAT for its trade customers, so domestic customers saw the total rise at checkout.
A dual CRO test gauged whether prominently telling customers how much more they needed to spend to qualify for free delivery would increase revenue. A banner on product pages tested whether users would add more products to pass the £50 threshold, while a parallel A/B test showed the same banner in the basket to measure the overall impact.
We have had nothing less than an excellent working relationship to implement our digital strategy. Their knowledge, service and support are second to none. I would recommend their services to any type of business who are looking to grow their online presence. Once you start working with them, it’s easy to see why they are known as ‘The A-Team’. The only way is up!
Every test lifted conversion for YESSS. Together, the individual conversion gains have led to a significant revenue boost, and the web team is now implementing the changes based on our recommendations.
The basket page version with a pre-ticked T&Cs box moved 20% more users to the next stage of checkout, and lifted transactions by 4%.
Showing customers how much more they needed to spend for free delivery over £50 raised average order value by 10%.
Showing VAT-inclusive prices from the start brought 8.7% more users into the checkout.
Small checkout changes, tested properly, *add up.*
