Direct to consumer

BrewDog

42% of users were reducing the size of their order to avoid additional delivery costs

Key Results

9.2%decrease in exit rate from the basket page

8.7%incremental uplift in transactions

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After some initial research into buying patterns and user behaviour, it became apparent that there was a lack of clarity for users around BrewDog’s delivery box slot mechanism. If a user filled more than one box, the order would be split into two – and at a cost to the user.

Whilst this was a known area of improvement, we worked with the BrewDog team to identify how they could prioritise this and potentially attribute what it could be worth.

So what did we do next?

We placed some tracking on how many box slots users had both pre- and post-basket. This gave us conversion and value data on the impact of the ‘second box’ scenario. What we found was that 42% of users would reduce their order to avoid the additional charge and this, in turn, was impacting on the average order value and we later confirmed that the ‘delete item’ button was used by 15.9% of all cart users, yikes!

We modelled this against profit margin data to identify what the likely loss was against the potential gain which gave the BrewDog team confidence that such a change would not be detrimental to margin, as well as the priority required within their development backlog (effectively associating a revenue £££ to the variable change). Within a few weeks, the team at BrewDog implemented the change and users no longer had to pay for items in their second box.

What was the outcome for BrewDog?

We saw an increase in conversion rate for those users that do reach the 24 slots with 9.2% fewer users exiting from the basket page and 9% fewer users removing items from their basket.

The feature saw an incremental uplift in transactions of 8.7% with little impact to margin – worth a whopping £500,000 per annum.

Key Results

9.2%decrease in exit rate from the basket page

9%fewer users removing items from basket

8.7% uplift in transactions worth £500,000

In these unprecedented times, User Conversion deliver laser-guided insight that delivers directly to the bottom line.

Neil Sumner

General Manager, Ecommerce

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager