CASE STUDY

How Pets at Home increased their average order value by 1.2%


  • 23%
    Increase in clicks on recommended products

  • 1.2%
    Uplift in average order value

  • 2.2%
    Increase in items per transactions

Pets at Home is the UK’s largest pet care business and provides pet owners with everything they need to be able to look after their pet – from food, toys and bedding, and grooming services, to first opinion veterinary care and world-class specialist veterinary hospitals.

The Challenge

Pets at Home found that its users were repeatedly missing product recommendations at the bottom of the product display page. After adding an item to their basket, many users missed the opportunity to view related products which led to low engagement with suggested product recommendations.

Test Hypothesis

To drive more engagement to the overlooked product recommendations section Pets at Home briefed Good Growth, using AB Tasty, to set up a simple A/B test inserting an anchor link in the variation. The anchor link variation would automatically scroll the page down to the recommended products after a user had added a product to their basket. The “add to basket” action would trigger the anchor link to drop the user down to the product recommendations, which in turn would increase engagement and the number of items per order.

Results

The anchor link variation outperformed the original variation, proving statistical significance after 3 weeks. Running the variation to both desktop and mobile users increased the engagement with the product recommendations and saw an uplift of + 1.2 % in average order value.

 

Anchor Link Variation

Takeaway Tips

  • Ensuring good visibility of product recommendations on the product display page can drive a higher average order value and increase user engagement
  • Leverage anchor links to highlight sections of your website that you want to call attention to
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