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SUCCESS STORY
CASE STUDY
e-hoi Boosts Productivity of the CRO Team With VWO Plan
GOALS
Structuring and collating research insights from multiple sources
Finding and implementing a framework for prioritizing hypothesis
SOLUTION
Use of VWO Plan to collect and categorize all observations at a single location.
Use of the CIE framework in VWO Plan to prioritize hypotheses.
Use of VWO Plan’s Kanban Board to view the hypothesis pipeline.
RESULTS
Improved productivity by over 70%
Better collaboration among team members for analyzing insights and collating ideas for testing
A centralized solution for planning optimization activities instead of multiple tools
BAC KG R O U N D
e-hoi.de is a cruise specialist that allows travelers to
book all kind of cruises offered by major shipping lines
worldwide.
The optimization team at e-hoi used VWO for improving
user experience on the home page and other important
pages on the website. It ran A/B test experiments to
optimize various steps of the funnel. Ferdinand Von
Seggern, conversion rate specialist at e-hoi, wanted to
streamline the CRO efforts to improve productivity and
collaboration within the team. He experimented with
multiple tools and processes before finding all the
answers with VWO Plan.
e-hoi Boosts Productivity of the CRO Team With VWO Plan 01
Initial Optimization Process at e-hoi
We talked about the objective in the earlier paragraph; but to
know how it was achieved, we should understand the initial
process that was being followed.
The process that was being followed was pretty ad hoc and
involved 2 key steps:
Ferdinand and his team were using different kinds of project
management tools to follow this process. The diagram below
gives an idea of the complexities that the team was dealing with.
Research, gather, and collate data from multiple sources like
Google Analytics, heatmaps, and website surveys.
Collaborate with the team and brainstorm ideas for testing.
Docs
Docs
Google Analytics
google sheets
google sheets
Ferdinand von SeggernWeb Analyst | Conversion Specialist
We required a
solution that could
up our game to
implement an
optimization
program, and that
goes further than
just some ad hoc
A/B testing.
Key Challenges
Among others, the two key challenges that the team was facing were:
Structuring and collating insights from multiple data sources: The optimization team at e-hoi
collected research insights from a wide set of analytics tools. But multiple tools meant multiple
places to store data. With data stored on multiple locations in different formats, it was getting
increasingly difficult for the team to derive useful insights.
Finding and implementing a framework for prioritizing hypothesis.
The Solution
e-hoi's Customer Success Manager at VWO, introduced Ferdinand to VWO Plan.
e-hoi Boosts Productivity of the CRO Team With VWO Plan 02
What Is VWO Plan?
As part of the VWO CRO platform, VWO Plan is the latest capability that allows you to manage and
streamline your optimization program. VWO Plan does this with the help of 2 components:
OBSERVATIONS
Observations in VWO are a collection research insights from quantitative and qualitative
analysis of visitor data. You can store all your notes from visitor research here along with
screenshots and other contextual details.
HYPOTHESES
VWO offers a well-acknowledged framework to record and manage hypotheses within the
platform. It also allows the flexibility to collaborate with your team and prioritize these
hypotheses for testing in future.
Structuring research insights
Central repository for research insights
The team can now collect all of their
research insights on a single platform,
no longer requiring the need for
multiple project management tools.
Organizing and categorizing insights
The ability to add labels helped the
team with organizing and categorizing
its observations.
How did VWO Plan improve the optimization program at e-hoi?
The project management capabilities built in VWO Plan helped Ferdinand and his team address
the two key challenges, as mentioned above.
e-hoi Boosts Productivity of the CRO Team With VWO Plan 03
The team at e-hoi noticed that website navigation on both mobile and desktop was
being completely ignored by visitors. So the team added this insight as an observation
in VWO and used appropriate labels like mobile, navigation, desktop, and site-wide to
organize the website.
As most of the earlier research was done using other tools, VWO Plan also provided the
option to upload external files such as .docx, .csv, or .png as supporting material for the
observations.
For example
Finding and Implementing a Framework for Hypotheses
With their research insights properly structured and put together at one location, it was now easier for the team to come up with data-backed hypotheses.
Consider the observation discussed above. Based on that observation, Ferdinand & his team came up with a hypothesis just by answering 2 critical questions:
I expect that: Introducing a Hamburger Icon
will address:
The increase in the use of Navigation
e-hoi Boosts Productivity of the CRO Team With VWO Plan 04
This structured approach to managing Observations and building data-backed Hypotheses helped Ferdinand reduce the time required to come up with a hypothesis.
Bird’s Eye View of the Hypothesis PipelineTo have an overall view of the hypotheses pipeline, Ferdinand and the team relied on VWO Plan’s Kanban Board. The swim lane view allowed them to easily select a new hypothesis for testing and also organize their testing calendar accordingly.
Confidence: How confident is the team of achieving a positive outcome with the test planned.
Importance: How crucial is the page for business goals on which the test is planned.
Ease: How easy is to implement the test planned.
Prioritizing Hypotheses Ferdinand identified how hypotheses prioritization is crucial to optimizing the CRO process. So he encouraged the team to adopt the CIE, or Confidence Importance and Ease, framework built within VWO Plan. With this, the team could easily calculate a priority score for the hypothesis based on the following parameters:
e-hoi Boosts Productivity of the CRO Team With VWO Plan 05
The Impact of using VWO Plan on e-hoi’s CRO program
After using VWO Plan, Ferdinand was able to come up with 32 hypotheses from 38
observations created in a matter of months.
The planning was more centralized, and the team had more control over the complete
process. With the help of various features, it was able to speed up the overall process,
better collaborate with other team members, and improve its overall productivity.
And just a few months into this structured process, it was able to plan and execute a
winning A/B test on the website home page
I think VWO Plan was the most important change to moving away from just simple a/b testing to a more structured
process of conversion rate optimization
e-hoi Boosts Productivity of the CRO Team With VWO Plan 06
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A/ B TEST AND CONVERSION OPTIMIZATION PLATFORM
VWO is an A/B testing and Conversion Optimization Platform that helps boost conversions by optimizing
visitor actions on the website. VWO’s key strength is it’s easy to use A/B testing capabilities that allow
marketing professionals to create different versions of their websites and landing pages using a visual
editor and then see which version delivers maximum conversion rate or sales. This is well supported by
our various other optimisation tools like behavioural targeting, heatmaps and clickmaps, usability
testing, personalization etc.
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