A little CRO goes a long way: Trestle South Africa

We helped Caron from Trestle redesign her Shopify theme and user experience to take into account Conversion Rate Optimization factors. The results truly speak for themselves with increases across the board almost immediately. Small changes with big impact.

Services

Conversion Rate Optimization

Platform

Shopify

Conversion Rate

55%

Increased

Online Sales

118%

Increased

Project Overview

For this Conversion Rate Optimization project, we focused on improving the user experience on Trestle in a couple of ways. Firstly we focused on the page speed, then we focused on the trust & authority factors of the brand and of the site & then finally we optimized the site for mobile use. In total we did the following:

Page Speed optimization: we were able to increase their page speed scores from an average of 30/100 to well above 70 with focus placed on increasing the speed on mobile,
Trust & Authority: we focus on making small changes to the themes layout and design to find quick wins to increase the perceived authority & overall trustworthiness of the site.
Mobile design & responsiveness: we noticed that over 60% of this site's user base came from Mobile. We therefore did a comprehensive click through on mobile, found any and all errors & issues and immediately fixed them for an improved user experience on mobile.

Execution

Page Speed Optimization. For this we needed to do a number of things. This includes but is not limited to the following; Minify Javascript, CSS, Apply Critical Css, Removing unused apps codes, Manually check the ordering and then optimise it, Check and optimise all website assets ( CSS, JS, etc), Image optimisation crop via codes : for easy crawling and indexing (not required every time ), Optimise the video section to an optimised version, if any, Code Optimisation to reduce space and increase speed- Through dead code elimination, Code motion, and compile-time evaluation, Image scaling to high performance- By analysing your site and resizing images, Check and defer scripts wherever required, Loading the correct image size and then compressing the image where possible by integrating the special premium app which is really good for image compression, Improve liquid rendering time, Improve First Contentful Paint - FCP, Improve Cumulative Layout Shift - CLS, Improve TBT – Total blocking time, Improve FID – First Input delay, Pre Load critical assets
Trust & Authority. For this task we made UI & UX changes along the following lines: Adding payment icons and communicating payment methods available at checkout, implemented a Buy Now, Pay Later payment method, added a widget calculator on product pages showing the price it would be if Buy Now, Pay Later was selected, added delivery information on product pages, added Unique selling points on the home page and collection pages (locally made, hand delivered, 10+ years in business etc).
Mobile Design: The theme had originally been developed with only desktop in mind. Meaning that most of the images were small on mobile, text was overflowing the sides of the screen etc. By making simple tweaks to their mobile site; we improved the overall functionality available to mobile users and the experience from using the site on mobile.

Results

The results from these small changes, have had quite a big impact on the client's overall key performance indicators. The results truly speak for themselves, with the following observed:

55% increase in conversion rate,
‍37% increase in average order values,
‍118% increase in sales.

Caron, the Managing Director from Trestle, had the following to say about the project, "Great Team and always so polite and respectful.We love the changes made to the site and would recommend without hesitation."

Testimonials

Don't take our word for it, take theirs!

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Jason Larson

Marketing Lead at Google

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