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Bolt of Cloth

Bolt of Cloth is a Christchurch based company whose store was badly affected in the earthquake and they have subsequently moved their business entirely online. Zeald decided this was the perfect opportunity to experiment with our split-testing tool, and Bolt of Cloth agreed. We decided to look at the homepage first because it had the greatest number of visitors and meant that we would see some quick results. There were a number of changes that we felt should be made initially to accelerate the process. We decided that the first test should be a radical redesign.

Test Objectives: Sell products that produce the greatest revenue - Based on the website e-commerce report and in consultation with the client.

We outlined the following list of points for improving the page:

Original Page (Click to enlarge)

New Page (Click to enlarge)

Optimise your website like Bolt of Cloth with Zeald

optimise your website like Bolt of Cloth with Zeald

The results

Optimise your website like Bolt of Cloth with Zeald

This test was run using the Zeald experiments software and shows reduced information for privacy reasons

What did we learn?

  • The new Zeald split test software "Experiments" works really well :)

  • The changes made to improve the homepage were positive & the split testing backed up these educated assumptions. The new page is an obvious winner after just a few days

  • This is addictive :)

Next, we really wanted to see if an animation on the homepage would help to capture visitors attention and draw them into the website, or perhaps the additional load times would serve to put people off and the animation might distract users.

Original page (Click to enlarge)

New page (Click to enlarge)

Optimise your website like Bolt of Cloth with Zeald

Optimise your website like Bolt of Cloth with Zeald

The results

Optimise your website like Bolt of Cloth with Zeald

This test was run using the Zeald experiments software and shows reduced information for privacy reasons

What did we learn?

  • In this case animation does help to improve conversion

The samples used in this case study are for illustration only. We do not accept any liability for the information provided on this page or for the consequences of any actions taken on the basis of the information provided. Each case study sample is unique and the website in the case study sample may have been customised or may have been optimised by the purchase of product options.

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About Zeald

Zeald was formed in 2001 by three young guys from the small New Zealand town of Mangawhai Heads. Now, Zeald is the largest website design and digital marketing agency in New Zealand and has recently made moves into Australia. This is the Zeald story …

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