124% uplift in C&G baby club recruits

The C&G baby club was created by Cow & Gate to offer mums-to-be and mums advice and support from the early stages of pregnancy through to toddlerhood. 

Working with DigitasLBi and TRA, I designed and led a conversion optimisation program for C&G baby club designed to increase baby club recruits and improve user behaviour signals to meet SEO goals.

Solution

We carried out analytics analysis and an expert review which identified issues with user engagement and page flow of key organic landing pages. This informed test and design ideas which were prioritised by potential for improvement, impact and cost. An AB test using Optimizely was then designed to de-clutter the landing page template and re-order content promotions and calls to action.

Two variations of the landing page template were created. Both emphasised the page content while alternative positions of the 'Careline' and 'Baby Club' promos were tested. 

Variation A (Original)     Analytics analysis and expert review identified issues with article page layout and information flow.

Variation A (Original)

Analytics analysis and expert review identified issues with article page layout and information flow.

Variation B

This variation resulted in increased recruits (+79%) and increased Careline click through.

Variation C (Winner)     This variation resulted in increased recruits (+124%) and increased Careline click through.

Variation C (Winner)

This variation resulted in increased recruits (+124%) and increased Careline click through.

Results

Both variants outperformed the default with the winning variant recording a conversion rate (CR) uplift of 124%. Detailed analysis revealed:

  • De-cluttering article page templates will increase overall user engagement
  • Elevating Baby Club content promo and call to action increases visibility, thus encouraging click through and driving new recruits
  • Users respond better to Careline banners once they have engaged with the article content

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