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
RetailServices
Conversion optimalisatieInfo
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.
Question
Collect&Go was already conducting A/B testing, but there was still potential for improvement in terms of consistency, focus, and methodology. The tests were often linked to temporary campaigns and had little measurable impact on core KPIs. They sought guidance on how to evolve from a loose approach to a structured and valuable CRO program.
Solution
Citizens provided Collect&Go with strategic guidance in the form of coaching, systematization, and prioritization, making the CRO program stronger, more measurable, and more business-oriented.
Approach
Structured coaching and methodology
Collect&Go worked closely with a senior conversion specialist from Citizens. Weekly sessions brought questions, priorities, and ideas together into a single, clear workflow. A clear system was developed to base hypotheses on insights from data, customer feedback, and analytics.
From test to impact
This system transformed the testing process: experiments no longer focused on aesthetic tweaks, but on hypotheses that could have a direct impact on revenue and customer behavior. Processes were revised so that weak ideas were filtered out early on and strong proposals could be tested quickly and substantiated.
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 Citizens
Result
Collect&Go now has a more mature CRO program, in which testing contributes structurally to better-informed decisions based on data and a demonstrable impact on conversion and revenue.
Want to take your CRO program and team to the next level?
Would you like to have a good CRO program like Collect&Go, one that is well-founded on the basis of relevant testing?
