In 2016, GÖRTZ fundamentally shifted its brand image from black to white. The online store was affected too and therefore faced a redesign. konversionsKRAFT supported the company through its redesign, averted every risk, and generated a double-digit cumulative uplift.
Header, old color scheme
Header, new color scheme
Data-driven decisions reduce the risk of errors, even in redesigns. Instead of worrying about things getting worse after a redesign, validated design decisions can even have a positive impact on revenue.
Many companies turn their redesign into a single large project with complex processes and no measurable goals. A new design has to happen, and gut feeling decides what might resonate with customers and could drive up the conversion rate.
That is why we examine the possible effects on conversions through A/B testing before a changeover. In GÖRTZ's case, this uncovered the different questions and problems of the redesign adjustments early on.
Disillusionment often sets in when the conversion rate drops after the redesign. Results only become visible after the project ends. Cause and effect of individual changes are hard to trace. As a result, only a quarter of companies are satisfied with their redesign at all.
The classic approach
Drawbacks of the project process
In companies that treat redesigns as a large project and make decisions by gut feeling, it helps to rethink. Instead of putting a website through a complete redesign every few years, we recommend setting up an agile culture of continuous optimization.
The solution & benefits
Business-driven redesign in agile sprints
To reduce the complexity of a redesign, we changed the GÖRTZ website step by step in agile testing sprints. This let us look at individual components in isolation and see how each affects user behavior and the shopping experience in the online store.
For redesigns to be systematically broken down rather than driven by chance, they need a valid data foundation. It's also about understanding your own buyer groups, and the structure of the 7 Levels of Conversion helps with that.
A user survey produced a motivation curve based on the 7 Levels of Conversion. We systematically analyzed the different phases of the buying process to gauge the strengths and weaknesses of the designs and gain more confidence in implementation.
Thanks to testing integrated into the redesign process, adjustments to the design, product detail pages, and overview pages were validated and optimized right away.
Where the control (left) showed the payment and shipping options, the variant (right) placed a box with unique value propositions.
The result: The hypothesis was confirmed. Despite the change in brand image, adding the UVPs increased revenue significantly by +5.7%.
That is why we accompanied all optimization sprints with A/B tests. This uncovered risky variants (learnings/validation).
Successful variants were rolled out right away. This gave us predictable project success. The method also saved time on the overall project.
Thanks to A/B testing, the change of color scheme in the redesign was validated. The data gave a clear basis for decisions through insights into how the color change and further optimizations affected user behavior.
By gradually adapting the online store through agile testing sprints, GÖRTZ achieved a cumulative uplift of 16.2% despite a major change in brand image.
Görtz's brand image was tested, optimized, and validated step by step during the relaunch.
Every color change and every layout adjustment was guided by consumer psychology and backed up with data through A/B testing.
A/B testing all variants let us avoid a total downlift of -8.7% on orders.
With its agile approach, the business-driven redesign delivered a cumulative uplift of +16.2% on orders.
How did konversionsKRAFT strengthen GÖRTZ?
1. From gut feeling to data-driven decisions in the redesign process
2. Confidence in implementing necessary adjustments
3. Lower risk of errors through A/B testing and validation
4. Greater overall success through business-driven redesign
Interested in a consultation or more references?
Member of the Executive Board
Send us a no-obligation inquiry and tell us how we can support your mission. We'll get back to you within 48 hours.
D2CRapid Growth Engine
+54%
Conversion rate in three months
AI delivers customer understanding and tests in days instead of weeks. 59% of experiments win; the benchmark is 20 to 30%.
ElectronicsPersonalization
+18.2%
more revenue
From 200 data points, a profile of each visitor emerges in real time. The messaging adapts long before checkout begins.
FashionPersonalization
> +10% RPV
in 4 weeks
A few clearly justified use cases instead of hundreds of possibilities. All three first experiences beat the control group.
Conversion optimization
+€44.88 million
Net revenue in three years
A Motivation Lab showed why customers hesitate in the shop. From that grew a program of 50 to 60 experiments a year.
TelecommunicationsConversion optimization
+30%
more orders, cumulative
A proof of concept with uplift targets agreed in advance proved the value of experimentation. Today freenet runs the program itself.
D2CCustomer centricity
7 jobs
Purchase motives built into the product
Ten jobs-to-be-done interviews revealed what turns first-time buyers into repeat customers. air up used the results in shop, product, and service.
Sneakers & streetwearCustomer retention & loyalty
+22%
more contribution margin
We followed A/B tests all the way into the merchandise management system. The variant with 43% more orders still delivered 22% more contribution margin after returns.
Customer centricity
+15.3%
Revenue per visitor
One template for 15 country shops hid opposing effects. A dedicated concept for Switzerland delivered 15.3% more revenue per visitor there.
B2B softwareCustomer centricity
+€5.2 million
Revenue
Personas and jobs to be done led to 33 tests with a 52% success rate. That made customer centricity part of the daily work.
EnergyPersonalization
4 streams
along the customer journey
A vision of a personal customer journey became three customer types, four prioritized streams, and a five-phase roadmap.
Conversion optimization
+€22.8 million
Value contribution per year
Our experts supplemented the in-house team. Today, every important decision is tested first.
ShoesRedesign validation
+16.2%
Uplift after the redesign
Every major change was checked in an A/B test before going live. That turned the risk of a relaunch into a measurable gain.
Equestrian sportsRapid Growth Engine
1,493%
ROI in two years
As an external growth team, we increased the speed and hit rate of testing. Out of that came our model for fast testing in D2C.
School suppliesPersonalization & MVP
+32%
higher conversion rate
Concept and shop module were each built in one week. After five weeks of testing, the benefit of the new personalization was proven.
Grocery retailPersonalization
3 segments
per channel as a starting point
Each channel got its own roadmap with prioritized use cases. Dependencies between channels are now visible and plannable.
Online marketing
+6.7%
Purchase interest from the stronger motif
Motifs and messages of a large image campaign were compared with the target audience in advance, including across markets.
Jewelry D2CConversion optimization
> €4.5 million
Additional revenue 2017 to 2019
A MotivationLab showed what makes jewelry buyers uneasy online. The strongest levers came from consumer psychology and were proven in A/B tests.
