Conversion Rate Improved for License Plate Store – Custom Website CRO Case Study

How we helped a UK-based private number plate provider increase conversion rates by 38% through strategic UX and CRO improvements

+38%

Conversion Rate

+27%

User Engagement

+22%

Revenue

About the Client

Our client is a family-run business in the United Kingdom specializing in personalized vehicle registration services. With a vast database of over 75 million registration plates, they assist customers in finding and acquiring their ideal private plates. The business was performing well but noticed that direct competitors were achieving better conversion rates.

white-car-cro-ux-conversion-lift-case-study

Industry:

Retail

Market:

Platform:

Custom Website

Business Model:

Ecommerce

Service:

CRO

Website:

Challenge

Despite attracting substantial website traffic, the client faced a significant challenge: a low conversion rate.

While many users engaged in searches for personalized plates, a smaller-than-expected percentage followed through with purchases.

They sought to understand and address the obstacles preventing users from completing transactions.

Solution

Midsummer Agency developed a comprehensive user experience (UX) and conversion rate optimization (CRO) strategy to pinpoint and eliminate friction points in the customer journey. This approach involved:

– User Surveys: Implemented exit-intent and website usability surveys to gather direct customer feedback on pain points.

– Comprehensive Audit: Assessed the entire website structure, search functionality, and user flow to uncover areas of improvement.

– Direct Implementations: Instead of A/B testing (due to insufficient traffic for statistical significance), we implemented immediate improvements based on findings.

– Figma Mockups: Provided clear, structured mockups to collaborate efficiently with the client’s development team.

– Advanced Search Optimization: Identified that users who engaged with the advanced search tool had a significantly higher conversion rate. We redesigned the homepage and other key pages to better direct users toward this high-converting feature.

All project collaboration was managed through Asana and Figma, ensuring smooth communication between teams.

Results

The implementation of UX and CRO optimizations led to measurable improvements in user engagement and sales performance:

– Conversion Rate Increase: +38% improvement in website conversion rate within three months.

– User Engagement Growth: Time spent on site increased by 27% due to improved navigation and search functionality.

– Advanced Search Utilization: 64% increase in users engaging with the advanced search tool, leading to a higher likelihood of purchase.

– Revenue Impact: Online sales increased by 22% in the first quarter after implementation.

– Customer Feedback: After implementation surveys indicated a 40% decrease in reported usability issues, reflecting a more intuitive and seamless buying process.

Although the project ended before achieving full-scale optimization, the initial improvements provided a solid foundation for continued growth.