Conversion rate optimisation Case Study
SwiftDry Clotheslines

How SwiftDry Clotheslines increased sales of high priced products

SwiftDry had been selling clotheslines and accessories online for sometime. However sales weren’t great.
Plenty of people visited the site thanks to good search engine rankings, but not many completed the purchase.

Their website was cluttered, hard to navigate and didn’t address the questions and objections customers had to buying a $300-$700 clothesline online.

Selling higher priced products online does have its challenges.

If you sell higher priced or complex products in your store then you’ll face more objections from customers. Since customers can’t touch the product or talk to a sales person, ecommerce stores have to work harder at overcoming objections than bricks and mortar stores.

The answer to this is to defuse the objections.

Objections are good. It means the potential customer is interested.

You can defuse the objections by answering them. I worked with SwiftDry to discover the questions people had about their products.

We used those questions to create a comprehensive Frequently Asked Questions (FAQ) page. It explains clearly the process of ordering and installing a new clothesline.

Many customers also had questions about returns and warrantees. SwiftDry already had a great returns policy of 30 days money back. The old website didn’t display information about returns and warrantees clearly. I redesigned the site to include relevant information above the footer on every page.

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Make it easy for users to ask questions

On the product page a call back widget was added. If users have questions about a particular product they can request that SwiftDry call them at a time that is convenient.

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Make it easy for customers to pay

Because the products aren’t cheap a payment service was added (AfterPay). It allows buyers to pay in 4 easy to afford instalments rather than pay full price. This greatly increased conversions.

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Make it easy for customers to find the right product

A predictive search bar was added to the header area. Having quite a few type of clotheslines it was difficult for people to find what they needed. The predictive search starts showing products after just a few characters are typed into the search bar. It displays images along with the results making it easy for people to find what they need.

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Influence using social proof

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Finally one more review was added to the checkout just below the checkout button. This social proof has the effect of reinforcing that other people have bought from SwiftDry and were very happy with their purchase.

Making it easy for users to find what they need, easy for them to pay and answering their questions and objections up front has had a huge effect on conversions.