Collect&Go: a more successful CRO programme thanks to our strategic coaching

Launching, developing and transforming a conversion optimisation programme into a well-oiled machine. Where you continuously run A/B tests that have a real impact on the business.

Online grocery service Collect&Go did just that. With our strategic guidance and coaching.

Their AB testing now has a greater impact on turnover and helps them make better-informed business decisions.

Industry

Retail

Services

Conversion optimalisatie

Info

Collect&Go is Colruyt Group's online grocery shopping service. In the early days, there was no real conversion optimisation strategy. AB testing did take place, but it was rather sporadic.

Launch of CRO programme

Based on the experiences of other Colruyt departments, Collect&Go knew how important it was to continuously optimise its online business. That is why they decided to launch a CRO programme.

Katrien Schets was put in charge of the CRO efforts. Together with a developer, she began systematically setting up AB tests and analysing the results.

Search for more certainty

Katrien: ‘During those initial tests, I always reached a point where I thought: 'Am I doing this right? Is this the right way to report? Are my hypotheses correct? What I needed was support. Someone to bounce ideas off.’

Katrien came to us because of the usability and UX training courses and the conversion optimisation training we provide to the Colruyt Group.

The solution to her needs: a coaching programme to take their CRO programme and team to the next level. And at the same time, to brainstorm and think critically about the process, which we are constantly streamlining.

Testing based on evidence

Our senior conversion specialist Joey: ‘Every week, we talk to each other during an online meeting. We go through all of Katrien's questions, look at the schedule and discuss what needs to be done. We put all ideas, hypotheses and detailed AB tests in a large list, in order of priority.’

‘How do we determine which tests to run first? Based on evidence. Such as customer feedback, surveys, insights from analytics data and questions received by customer service. Naturally, we give priority to tests that have a direct impact on turnover and customer behaviour.’

‘At the same time, we ensure that our proposals always start with the users: what do they want and how can we make their lives easier?’

‘This prevents us from conducting “gut feeling tests”, where we launch tests that are not relevant to the business, such as the colour of a button.’

Conversion optimisation is, of course, about more than just A/B testing. But because Collect&Go has such a large volume of visitors with a complex website and complex traffic flows, there are many small tweaks that can be made within the customer journey that have a major impact on total revenue. And that's where A/B testing comes in handy.

Joey Kant, senior conversion specialist at AGConsult

From blanks to tests with an impact on KPIs

Collect&Go was already conducting AB testing. However, these tests were often linked to temporary campaigns and related to more aesthetic issues such as banner images. There is nothing wrong with that in itself, but such AB tests rarely have a significant and lasting impact.

Thanks to our coaching and guidance, Collect&Go's CRO programme has matured. The AB tests and experiments now focus on essential aspects of the business and have a real impact on turnover and profit.

Keeping those KPIs in mind for every study and every test is very important when setting up a successful conversion optimisation programme. Especially for an e-commerce website.

Working with Joey is a breeze. He is accurate and to the point in his answers, ensures that everything runs smoothly, and is incredibly skilled at analysing and setting up tests. It is thanks to him that we have made such great strides in the area of CRO.

Katrien Schets, CRO specialist, Collect&Go

Repeatable and scalable process

This methodology and process are just as important as setting up and analysing an AB test correctly.

We help Collect&Go with all these aspects:

The overarching methodology and system for finding and prioritising new, valuable ideas based on data and research.
The sub-process of developing, analysing and documenting each AB test according to best practice.

Thanks to our coaching, Collect&Go now has a scientific approach to customer-focused and efficient innovation. Weak ideas end up in the bin before any money is spent on developing them. Strong ideas – those that grow the business – are implemented with confidence.

Thanks to this partnership, Collect&Go now has a better CRO programme and can make better business decisions.

Want to take your CRO programme and team to the next level?

With coaching and guidance from an external and independent specialist such as AGConsult, you can take your team and CRO programme to the next level.