Unfortunately, due to the short deadline, we were unable to conduct in-depth behavioural analysis. We instead resorted to data collection methods that could be completed quickly, such as user testing and live website surveys, as well as user flows and purchase funnels from Google Analytics.
The outcome was a host of design and usability improvements, particularly to the product page and the checkout process. We used the insights to build an A/B/C test, opting to test two variations against the original version at the same time, splitting traffic equally between the three options. This allowed us to stick to the tight turnaround time while also testing different concepts in a bid to prove performance faster.
Simultaneously, we optimised the AdWords campaign by revamping the keyword list, re-writing the ad creative and adjusting the budget allocation between ad groups to have a stronger focus on performance. We also redesigned the display banners to use for retargeting.
Once the A/B tests were ready for launch, we pushed them live in conjunction with the new AdWords campaign. The whole project lasted six weeks, but the impact of our strategy was instantaneous.