Impact Dog Crates
“I loved the wholestick view of the project and the ease of the whole process”
Background
About Impact Dog Crates
Established in North Idaho in 2012, Impact Dog Crates is a family business that focuses on building aluminum dog crates that can endure a lifetime of daily use. The brand offers various crate models designed to support dogs of different breeds, sizes, temperaments, and lifestyles.
Ever since its formation, their marketing team only relied on paid traffic through CPC and Facebook. However, their cost per acquisition was higher than they would like and needed a better landing page and site experience to really move the needle.
The challenge
What Impact Dog Crates needed to solve
Impact Dog Crates hired Invesp at the same time they changed their PPC company and brought in new developers for major internal projects — in other words, they were still finding their footing in positioning their brand online.
With their developers concentrating on internal projects, our CRO team was responsible for running all of the extensive, iterative experimentation and figuring out the best optimization treatments for the site.
The majority of Impact Dog Crates' traffic came from mobile devices, yet that traffic converted at a lower rate than desktop. Our team had to find and fix the weakest spots leaking money and identify the biggest potential gains on both mobile and desktop.
The solution
How Invesp approached it
We deployed a team that consisted of a strategist lead, Senior CRO Specialist, Senior UX Designer, Senior Frontend Developer, and an Analytics Specialist.
Using our SHIP optimization process, our team started with a combination of user research and data analysis. Within the first month, we had identified close to 120 conversion issues on the site, along with several new revenue and innovation opportunities — and, beyond the UX/CRO issues, paid particular attention to Impact's content and email marketing.
The team ranked the issues with our prioritization framework to determine which would have the most impact on the bottom line while requiring the least effort, then launched 2 to 4 experiments every month with weekly status meetings to keep the Impact Dog Crates team updated.
The results
The impact
The team designed a widget on the category pages to funnel visitors to the right crate based on the exact problem they were facing with their dogs — an innovative opportunity identified through JTBD interviews with purchasers. The product pages were also redesigned to better inform visitors of the features and emotional benefits of owning the crate.
Working through the prioritization document compiled at the start, the team optimized pages across the entire site. Overall, the project delivered a 30% conversion rate, which translated to a direct increase in revenue.
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