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At DGTLbase, we strive to help companies realise their digital ambitions. For Welhof, the specialist in outlet and refurbished/second-hand white goods, electronics and bikes, we ran a conversion optimisation (CRO) test that delivered impressive results.
Welhof is the specialist in high-quality refurbished and outlet products, ranging from white goods and electronics to bikes. Thanks to their sustainable range and attractive prices, they have built a strong position in the market.
As a loyal partner of Welhof, DGTLbase supports them in a range of areas, such as Digital Advertising, SEO and conversion optimisation. During one of the analyses, we discovered that a multi-step checkout had the potential to increase conversion. Based on these insights, we decided to set up an A/B test and investigate whether this change could actually lead to more purchases and revenue.
Welhof used a one-step checkout, but our analysis showed that a multi-step checkout might be more effective at increasing conversions and usability. We formed the hypothesis that this change would motivate more customers to complete their purchase.
To determine the test's success, we set concrete criteria in advance: the hypothesis would be accepted if the conversion rate rose by at least 2%. With growth below this threshold, the hypothesis would be rejected. Our goal was not only to test this hypothesis, but also to use data to show how the checkout experience could be optimised further.
With this data-driven approach, Welhof not only improved the usability of its website, but also made a direct impact on its revenue.
To test our hypothesis, we implemented an A/B test via Wiqhit, an advanced personalisation and A/B testing tool. From 26 September to 12 November, we ran an experiment comparing two versions of the checkout experience:
By analysing both versions, we gained insight into how customers move through the purchase process and which approach is most effective.
The A/B test delivered impressive results in a short time, with version B (the two-step checkout) emerging as the winner, as expected:
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We work for SMEs and corporates with a clear growth or efficiency ambition, from Adidas and Philips to ICON Amsterdam and A’DAM Lookout. That’s where we have a proven track record
