Atlantic Boards

Atlantic Boards, an e-commerce that sells surfskates and surfboards, had a clear challenge: Improving their 0,07% conversion rate. Discover the strategic growth process I took to improve that metric in just 2 months

CRO / Web Design

My Role

UX Designer and CRO specialist

Funnel Phase

Activation & revenue

Timeline

Two months

Tools Used

GA, Segment, Figma, Photoshop

01 Project Overview

In the competitive e-commerce seascape, Atlantic Boards stood as a popular destination for surf enthusiasts. Despite its appeal, a significant challenge was at hand:

‍Elevating the conversion rate from a mere 0.07% to a robust 1%.

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As a CRO Growth Partner, my role was pivotal in this transformation, focusing not on temporary tactics like price discounts but on a sustainable increase in conversion through strategic growth hacking processes and tactics

02 Project Challenge

The path to optimization was obstructed by several key challenges.

Trhough an extensive UX and CRO research, I started to see some patterns on the main issues.

These are the ones that most came up during that process:

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Confusing User Experience: The website journey was complex and unclear, leading to user confusion and unanswered queries.

Information Overload: The homepage was cluttered with excessive CTAs and sections, overwhelming users.

Lack of Clear User Paths: Absence of structured navigation paths left users without guidance to find what they needed.

Ineffective Product Pages: Product pages lacked persuasive descriptions and quality visuals, diminishing their appeal.

Slow Site Speed: Suboptimal Google PageSpeed Insights scores indicated a need for performance improvement.

Confusing Site Navigation: The website's overall navigation was unclear, leaving users without direct paths to their goals.

03 Project Process

My approach was data-driven from start to end, not second-guessing anythings and testing every hypothesis that might move the needle for growth

With every iteration of the process, I gain deeper insights and more refined experiments.

These are the main phases of the process I took based on the scientific method:

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Data Collection and Analysis: Began with a thorough analysis of user behaviour and site performance using tools like Google Analytics and Crazy Egg, with a laser focus to find the main conversion killers

Hypothesis Formation: With the problems and ideas to solve, I defined clear and well structure hypothesis to keep myself accountable

Testing the experiments: Developed and tested the hypothesis thought high-rapid experiments

Evaluating Test Results: Analyzed the outcomes of our tests to refine our strategies.

Iterative Optimization: Repeated this process, continually using data to guide improvements.

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‍“If you can't describe what you are doing as a process, you don't know what you're doing." - W. Edwards Deming

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04 Project Solution

Addressing the challenges involved a series of targeted solutions: Each solution was designed to tackle specific issues identified in the earlier phases and contribute to a more engaging and efficient user journey.

Among many areas of improvement to drive growth, these are 5 that had the greatest impact:

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Clear User Paths and Funnel Integration: Defined user actions and incorporated AAARRR funnel steps.

User Experience Simplification: Removed unnecessary steps and streamlined the user journey.

Risk Reduction: Introduced installment payments for high-ticket items.

Product Page Revamp: Optimized images and descriptions, focusing on user engagement.

Site Speed Optimization: Improved loading times and site performance.

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05 Project Results

The implementation of these solutions led to tangible, positive outcomes. After measuring the test results

There was a tenfold increase in the conversion rate, significant improvement in average order value, a decrease in bounce rate.

Feedback from user tests further confirmed the effectiveness of these changes, highlighting the improved navigation and overall user experience.

Conversion Rate: Increased from 0.07% to 0.7%, marking a significant enhancement in user engagement.

Revenue Impact: This conversion rate improvement led to a substantial rise in overall revenue.

Bounce Rate: Reduced by 15%, indicating better initial user engagement.

User Test Feedback: Positive responses to improved navigation and user experience.

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06 Project Reflections

Reflecting on the project, key learnings emerged, like the importance of a user-centric design approach, the necessity of balancing aesthetics with functionality, the effectiveness of a hypothesis-driven process, and understanding the hierarchy of conversion efforts.

These insights not only underscored the success of the project but also paved the way for future optimization strategies.

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In the competitive e-commerce seascape, Atlantic Boards stood as a popular destination for surf enthusiasts. Despite its appeal, a significant challenge was at hand:

‍Elevating the conversion rate from a mere 0.07% to a robust 1%.

‍

Live view website

Client testimonials

"Working with Pablo has been amazing. He brings tremendous value and innovative ideas that he implements in a methodical and creative way. Thanks to his work, we have been able to grow our brand with a 3x increase in sales in Q4 2023"

- Ignacio Sagües, CEO at Atlantic Boards

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