Royal British Legion
Mobile experience and CRO improvements for the Poppy Shop
Markets: England and Wales
The Royal British Legion supports its charitable fundraising efforts through an e-commerce website – Poppy Shop. Optimising the user experience (UX) on this website – particularly on mobile where the products available are promoted through paid and organic marketing activity – is of vital importance to turn these visitors into customers. Every purchase raises funds for the work the Royal British Legion does.
The Croud model, along with being GMP Mobile Experience certified, allowed us to scale rapidly to ensure the Poppy Shop website was performing as well as it could through the huge peak in traffic they see around the Remembrance period.
The Croud difference
For the mobile homepage, this provided a list of 14 issues we could improve upon. We used Google Analytics to check the viability of testing these iteratively, and as the website typically does not have enough traffic outside of its peak period to support getting significant results on smaller iterative changes, we instead combined the feedback to create a full new page design which resolved all of the issues.
We then built this page in Google Optimize and A/B tested it against the current mobile homepage. This was to ensure that our changes would result in an uplift in their e-commerce conversion rate, ahead of rolling it out to their peak traffic.
Off the back of this A/B testing, Croud are supporting the site development team to build the page and make it a permanent change to the site. We are also designing a desktop homepage based on the learnings from this test which will further optimise the homepage landing experience across all device types.
increase in e-commerce conversion rate
reduction in bounce rate
increase in revenue per session
At The Royal British Legion our peak period is vital to boost our Poppy Shop sales and support the work we do. Croud’s GMP credentials and dedication have proved invaluable in maximising our site’s potential through our peak period. We’re excited to continue our work with Croud in the ongoing optimisation of our site and seeing the results continue to roll in.
Lee McEneaney, Retail Ecommerce Manager, The Royal British Legion