SFTG Ep: 15 - Dwell Differently
🔥 This design improved Dwell's membership signups by 25%
Tools used:
Google Analytics - Google Optimize - Hotjar
🔥 Homepage improvements (9,576 experiment sessions):
- bounce rate - no significant improvements (57% vs 57%), however:
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⬆ Product View Flow increased by 20% (number of people who landed on the homepage and continued to see a product/collection), respectively:
- ⬆ Checkout Reached rate grew by 23% (number of people who landed on the homepage added an item to cart and made it to checkout)
🔥 Membership Page improvements (6,317 experiment sessions):
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⬆ Total number of membership signups for Dwell's most popular membership increased by 25% (individual black, 155 vs 122 over the same unique visitor count)
Conversion Results:
3.91% vs 4.98%
- Overall Membership signup rate increased by 14% (all memberships types & colors)