Wideorejestratory24.pl – roughly 20% year-over-year revenue growth without raising marketing spend

Client

Wideorejestratory24.pl

Wideorejestratory24.pl is a specialist online store selling dash cams, on the market since 2014. WR24.pl stands out from the competition with excellent educational material and product descriptions, specialized and knowledgeable service (customers are served by dash cam experts), active post-purchase support, a very broad dash cam range, free delivery and easy returns. The W24.PL team also puts real weight on hands-on learning and testing of the equipment they sell, sharing the results as reviews, demos and detailed product descriptions on their blog, YouTube channel and social media.

The challenges

1. Growing sales without raising marketing spend

2. Making decisions about store changes on data rather than intuition, guesswork and opinion

It’s June 2023. Dawid, CEO of WR24.PL — a business generating millions of PLN in annual revenue — sends us an inquiry: he wants to lift conversion in his store. For some time the thought had been forming in the W24.PL CEO’s mind that “something” had to change on the store’s site, that it needed rebuilding and modernizing.

Before contacting us, Dawid had been down the standard path. He’d already had several UX audits from several different agencies. He’d received extensive, multi-page documents full of recommendations. But they weren’t fully valuable commercially. What he was missing was an end-to-end approach — from finding the most serious problems using data and designing changes that genuinely drive conversion, through to developers building those changes and continuously optimizing the store. As he put it himself:

“I’d commissioned and received audits, but they were one-off shots. A single engagement, gathering and analyzing data (but no A/B tests, at most some activity tracking or whatever), and at the end an extensive report with a zillion tips and recommendations for you to implement yourself. And that was it. I won’t pretend it had no value, and I did implement some of those recommendations, but it was nowhere near the end-to-end relationship I have with you now.”

Until then, beyond leaning on UX audits, Dawid had based decisions about site changes largely on intuition. Asked “What did you base your earlier decisions on about what to ship or change in the store?”, he answered:

“Mainly intuition and looking at what other stores were doing. I also valued feedback from ordinary users and customers — laypeople on the subject of dash cams, generally — and I often made changes to the store on that basis. In short: intuition and outside feedback rather than “hard data”.

And while listening to customer feedback really is very valuable, working off intuition and copying solutions from other stores often doesn’t produce the intended results.

In early 2023, feeling the store needed rebuilding, modernizing and bigger changes, Dawid decided to commission a store rebuild from an outside contractor. The contractor was to design a new store template from scratch. The redesign never happened, though, because of delays in quoting the project.

That was also when Dawid started taking a closer interest in CRO. He began researching and contacting agencies. After talking to several UX/CRO agencies, the CEO of Wideorejestratory24.pl chose to work with Digispot.

DigiSpot is NOT the kind of agency that takes your money once, runs an audit and produces a meticulous report. A report that no doubt delivers plenty of value and interesting findings, but only in theory, because afterwards you have to find a contractor or pay extra to implement the individual points in it. Been there, done that. Here the approach is entirely different. With the DigiSpot team you enter a long-term relationship, buying a monthly retainer for work on developing your site or store. As part of that work they don’t just analyze the key aspects of the site inside and out, they also build and run A/B tests, present reports with the results and findings, and ship the changes to the site themselves.

Dawid, CEO, Wideorejestratory24.pl

Strategy

Setting the right goals and optimization methods for the engagement. Building a research and testing program to support better decisions about store changes.

Iterative, data-driven store optimization instead of revolution driven by intuition.

When we started working together, Wideorejestratory24.pl had been in business for over 9 years. It had a very strong brand in its niche. It was profitable. Store sales and other key indicators were at satisfying levels. Broadly speaking, the store “worked pretty well.”

In that situation, the radical redesign Dawid had previously been leaning toward — a significant change to the store’s appearance — is not a good idea. Why?


1. If you ship a great many different changes at once, you can’t measure the effect any single change has on sales. Some of those changes will lift conversion and others will hurt it. If sales fall after the redesign, you don’t know where the problem lies. Maybe changing the menu lowered conversion while the new product page layout generates more of it. But if we roll all those changes out together, we have no way to measure it.

2. A large share of redesigns are built on intuition, personal taste, copying competitors and aesthetic considerations. Not on data about user behavior, analysis, real customer insight and testing. There’s a strong chance that something working for your competitor won’t work for you at all. Equally, there’s a strong chance that what appeals to you or your designer has no positive effect on conversion whatsoever. Making decisions that way carries substantial risk.

Our approach was entirely different from what Dawid had experienced before. Instead of revolution, we went with evolution. Instead of turning everything upside down and designing a new store appearance on guesswork and opinion, we went with an iterative process of optimizing the store on data and testing — so that WR24.pl shipped changes that genuinely raise revenue rather than doing things that merely “seem good.”

We started work on this pattern: identify a problem or growth opportunity -> design a solution -> validate the solution -> ship -> hunt for the next problems and opportunities.

Setting the right goal for the engagement

At the very start Dawid cared intensely about raising CR (the conversion rate) specifically. But that isn’t the best approach to optimizing a store. Raising CR isn’t a value in itself, after all. What we actually care about is growing sales.

Our work does of course increase order volume, and so contributes to CR growth, but plenty of other factors affect that metric too. In the end, CR can fall while revenue rises — all it takes is optimizing the cart and product page on one side while blog articles start bringing in more non-converting traffic on the other. Beyond store optimization itself, dozens of factors move the conversion rate. Marketing raises ad budgets or changes the traffic mix? CR may fall. Stock shortages? CR may fall. Price increases? CR may fall. A competitor’s promotion? CR may fall. And none of it has anything to do with what’s happening in site optimization.

So instead of focusing on CR, we set better goals and measures. Here they are:

• Long-term sales growth
• The number of problems identified from data (Google Analytics analysis, user testing, customer feedback) and how many of them we managed to eliminate.
• The number of validated hypotheses (changes we have strong evidence are good and worth shipping)
• The number of ideas that seemed good but in all likelihood aren’t — put differently, how many unprofitable changes we avoided shipping thanks to experimentation

And here’s a short extract from Dawid a few months into the engagement:

An extra pro tip for anyone considering working with them: don’t focus strictly on the conversion rate metric. It’s overrated.

What we did

Running the research and testing program — finding bottlenecks and growth opportunities, validating ideas, optimizing the store.

Over the engagement we ran a series of quantitative and qualitative studies and experiments. That meant we understood user behavior better and better, found the problems leaking conversion, and continuously improved the store on data, which translated into steady sales growth.

Below are a few significant observations and findings, plus A/B test results.

1/ Rebuilding the second checkout step (login / register / guest checkout) on desktop lifts conversion by 4%

Observations and context:
During analysis we saw that at the second checkout step, desktop had a far lower step-completion rate than mobile. Desktop: 83.5%. Mobile: 94.9%. That’s rarely seen — desktop usually converts better than mobile — so it pointed to an obvious problem. We started looking for the cause. We noticed that on the page in question, the option to order without registering wasn’t given any prominence. Given that repeat purchase rates in this category are very low (over 90% of buyers are one-time buyers), giving the guest checkout option prominence could lift sales. We ran an A/B test.

Hypothesis:
Giving prominence to the “Order without registering” button alone will clearly show users they can buy quickly without having to register, which will increase the number of users moving to the next step of the order process.

Result:
A 4% increase in the rate of progression to the next checkout stage.

2/ A product page redesign increases add-to-cart actions by around 7%

Observations and context:
We found many problems on the product page that could be leaking conversion. Given the order volume and the MDE, testing every solution separately would have taken a very long time. So we ran an A/B test in which variant B introduced many changes at once. We focused mainly on:

• Giving key information better prominence (delivery, returns, shipping time, the option to speak to a specialist adviser by phone)
• Laying information out better visually
• Removing unnecessary elements that were rarely used (ask about this product, recommend to a friend)
• Giving product and store reviews prominence (social proof)
• Making accessory selection clearer — accessories matched to dash cams are a key part of the store’s offer. Without the right accessories, some dash cam features aren’t available. The research showed that accessory descriptions were unclear to users (many didn’t understand what a given accessory does or why they should buy it). We rewrote the copy to be more concise and clearer.

Hypothesis:
Redesigning the product page will make the information and design clearer and raise authority and credibility, which will increase add-to-cart actions.

Result:
Around a 7% increase in add-to-cart actions.

3/ The A/B test that saved the client from shipping unprofitable changes.

Observations and context:
In a later iteration of the product page tests we tried changing the layout of the information presented. We had some observations suggesting the product descriptions might be too long and hard to read. Plenty pointed to a rebuild of the product page information lifting sales. Rolling the changes out across every product would have taken a great deal of time, so we decided to test the change on the top 10 products only.

Hypothesis:
Giving technical specifications, the most important points from the description and warranty information a more visible position on the product page will increase add-to-cart actions.

Result:
No difference in add-to-cart actions. Even though the changes we designed seemed good, the test showed they have no significant effect on conversion. Given the lack of clear evidence and the amount of work shipping them would require (writing additional descriptions for every product, among other things), we decided not to. By testing the new variant on just 10 products, we saved a great deal of time and money — we learned the change doesn’t work and isn’t worth shipping.

Other improvements that brought Wideorejestratory24.pl additional revenue included:

• rebuilding the menu and information architecture based on findings from tree testing and an A/B test
• renaming filters and attributes to be comprehensible to a layperson
• rewriting key checkout copy to be clearer
• improving sorting
• rebuilding the popup shown after adding a product to the cart
• removing distractors (including the slide-out store reviews tab)
• giving payment methods better prominence in the cart
• and much more

What does working together look like?
Dawid has constant access to all our work, statuses, research documentation and the roadmap (plans for the current and coming months) in Notion. On top of that, every week he gets a concrete email summary and meets with us online.

It’s impossible not to mention the operational side of working with DigiSpot. Everything, literally EVERYTHING, is catalogued and written into a shared Notion profile where you can track literally every aspect of the work. On top of that there’s a weekly Google Meet call covering current topics plus a short, concrete Friday email summary of the week. Response to email is almost instant. At one point in the engagement there was a snag on one task, which I called out — without any argument they took it on and added a discount to the next invoice. Client service at an absolutely pro level.

Dawid, CEO, Wideorejestratory24.pl

Results

Sales growth without raising marketing spend

Over the engagement we managed to put a proper store optimization process in place. Instead of intuition, Wideorejestratory24.pl started making decisions on data. Instead of focusing on the conversion rate alone, they take broader context and more metrics into account. Instead of shipping radical changes, they roll out improvements gradually and measure their effect on conversion and customer behavior.

Optimizing the Wideorejestratory24.pl store means continuously analyzing the site, finding opportunities to grow sales, forming hypotheses, validating them and shipping the changes we have proof are good.

All of it has driven steady year-over-year growth in Wideorejestratory24.pl’s monthly revenue without raising marketing spend.

DigiSpot are experts in their field and I recommend them without hesitation. At the same time, I’ll say honestly that they aren’t cheap, and you’ll get the most value out of working with them only if you’re set on a long-term relationship rather than a one-off shot.

In my case (an online consumer electronics store on the Shoper platform) the Digi team has effectively become our analytics and implementation department. I’ll add that store turnover is growing steadily, with no significant increases in marketing budgets.

Dawid, CEO, Wideorejestratory24.pl