Northern Parrots hired AWA digital to optimize their website. AWA conducted various surveys and tests to understand customers better. They found underperforming products and opportunities to bundle products. AWA created a new homepage design using feedback from usability testers. The optimized homepage resulted in a 34.7% increase in revenue per visitor on desktop.

1. `
Lynne Wright, AWA digital
Case Study:
Northern Parrots
8 April 2015
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2. 2
The old home page

3. 3
The new home page

4. 4
Tool Setup Diagnostic Triage™
Optimization
Plan
Creative
Execution
AWA Conversion System™

5. 5
Tool set up
5
Tag container
Split-testing tool
Online surveys Heat & scroll mapping

6. 6
Use of the homepage

7. 7
Getting to know your customers
Heather Annette

8. 8
Survey: visitor intent

9. 9
Survey: order confirmation

10. 10
Add-to-basket ratio
Product
page
views
H
H
L
L
Underperforming
product
Remove or
replace
Winning
product
Bundling
opportunity
Look-to-book analysis

11. 11
Survey: underperforming products

12. 12
Remote moderated usability testing

13. 13
What we learnt about Northern
Parrots‘ visitors
Heather Annette

14. 14
PARK YES
NO BUNDLE
High
Impact
Weak
evidence
Low
Impact
Strong
evidence
Triage™

15. 15
High
Impact
Low
Impact
Northern Parrots Triage™
Value Proposition
Basket Page
Homepage
Category Pages
Product Pages
Weak
evidence
Strong
evidence
My Favourites
Live Ticker
View Purchase History
Loyalty Program
Top Menu
Search Box
Header
Emphasise Video

16. 16
Optimization plan

17. 17
Starting with a wireframe

18. 18
Create
wireframe and
copy
Gather
feedback from
usability testers
Design new
webpage
Gather
feedback from
usability testers
Launch split-test
Report of results
Update
Optimization
Plan
Involving users in the creativity

19. 19
Final design for split-testing

20. 20
Result: 34.7% RPV uplift on desktop

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1. Don’t assume you know anything about your customer
2. Let the quantitative data guide where to focus your
optimisation efforts
3. Use voice-of-customer tools as much as possible and ask
the right questions
4. Get in the head of your customers – visit, talk to and listen
5. Prioritise ruthlessly – your time is too precious to waste on
small-minded tests
6. Involve testers in the design and development of the split
tests
7. Use a split test tool like Optimizely that allows you to
quickly create a variation to test
Key takeaways

22. Find out more.
Follow this URL…
http://blog.awa-
digital.com/cro-case-
study-northern-parrots-
homepage
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