Rocket and Abaden: How Test&Learn can duplicate your business' conversion rate

DAVID BRETOS

SENIOR DIGITAL ANALYTICS & CRO SPECIALIST

19 January, 2021

Abaden Dentistas manages to double the conversion on its website thanks to the help of Rocket, and the implementation of a test & learn methodology. Through a redesign focused on simplicity and communication optimization, and tested through an A / B experiment, the company saw a 98% increase in lead generation on their website.

A bit of context: What is Abaden. The problem.

Abaden Dentistas is an independent chain of dental clinics, which has eight centers in Catalonia. With more than 35 years of experience, his team is made up of highly specialized professionals in implantology, periodontology, prosthetics, endodontics and other generalist treatments; offering a high quality service accompanied by a personalized and familiar treatment. To generate leads in their business, Abaden clinics usually look for commercial performance through their website. From there, they seek conversion through informative phone calls, through online chat or via form submission.

In 2005, Abaden Dentistas developed a revolutionary procedure, called Teeth Today Full Arch (TTFA), which allows all teeth to be replaced in a few hours in a minimally invasive procedure. To this day, TTFA is Abaden’s flagship product, due to its efficiency, speed and convenience.

However, on its website, the landing page where the product was promoted and explained was not very intuitive, not very visual and too loaded with information in the form of text; Which scared users away, discouraged them from understanding the product, and made it difficult to generate leads.

As a result of these facts, Abaden Dentistas detected that they needed to improve the user experience on their website to increase their commercial performance.

For this reason, they contacted Rocket to launch what would be a Conversion Rate Optimization (CRO) project that would allow them to obtain a better return on their recruitment campaigns.

Strategy and Objectives

The Abaden Dentistas Conversion Rate Optimization (CRO) project sought to increase the conversion rate to lead through a process of analysis of user behavior and experimentation with A / B tests.

To do this, Rocket proposed a strategy that prioritized those pages that had a greater volume of traffic, to make the project profitable and improve the user experience in those elements with the highest demand. Different key functionalities and designs of the web would be experimented with, identifying those elements of the page that were driving the conversion, and their use and understanding by users would be improved

Methodology

The methodology used by Rocket in the Abaden case was a research and test & learn method. In this way, it is possible to understand the behavior of users and propose improvements on the web accordingly, aimed at increasing the conversion of users to leads.

On one hand, we analyze user behavior through quantitative digital analytics data. This allowed us to detect patterns and elements that correlated with higher conversion.

On the other hand, we carried out a research process with users, to understand their motivations and problems when they were browsing the Abaden website. We use tools like Hotjar or qualitative research techniques like interviews and user tests. As a result, we added qualitative context to the data extracted from the Analytics tools.

Once the problems and points for improvement had been detected, Rocket proposed a series of changes in the user experience and the web design, with the aim of improving the conversion of the site. We released these changes as an A / B test to collect data on the performance of the modified versions and thus we could understand how these changes affected the conversion.

Results

Thanks to the A / B experiment, and the quantitative and qualitative research that preceded it, we obtained a series of high-value insights; which included that users opted for a simpler language, for less information-saturated content, and less hierarchical information.

The final redesign, the result of research and A / B tests implemented on the Teeth Today Full Arch (TTFA) page, focused on simplifying the elements and increasing the graphic elements. This new design managed to increase calls and contacts via chat by 98%. In addition, the sending of contact forms increased by 48%.

Conclusions

Working combining quantitative and qualitative data on user behavior allows us to understand their problems and propose solutions aimed at improving the conversion rate.

Rocket demonstrates this with the case of Abaden Dentistas, in which it managed to double the conversion of the Teeth Today Full Arch (TTFA) page through a redesign that was committed to simplicity and a better hierarchy of content.

Why work with us?

Rocket has a multidisciplinary team, expert in all aspects necessary to carry out a Conversion Rate Optimization (CRO) project. With a team with extensive experience in leading companies in the sector such as Mango, Stradivarius or Desigual, Rocket adapts to the needs of each client to design a plan focused on improving the conversion rate of the site.

Through digital analytics tools and user research techniques, we manage to understand the usability problems of your website and propose ad hoc solutions based on data.

If you have been convinced by these results, and you think that our team of specialists can help you consolidate or improve the CRO of your business, do not hesitate to contact us!

LIKE IT? SHARE IT?

Keepup to datewith our news.

Subscribe to our newsletter and get out latest Rocket news, events, insights & open positions straight to your inbox.