Building a business case for eCommerce optimisation

"I would recommend Daydot without hesitation. We're excited to continue working with the team to develop opportunities in our eCommerce offering. Their input to our roadmap and objectives is very important to us as a business."
Claire Rastogi, eCommerce Digital Manager, RSPB Shop
The background

As the UK’s largest nature conservation charity, RSPB Shop’s acquisition channels were performing well. Yet there was an understanding on-site optimisation represented a significant opportunity for performance improvement, albeit one the core internal team weren’t equipped to deliver.

The ambition
  • De-risk optimisation through stronger insights.
  • Create a data and insight-driven testing roadmap.
  • Create a testing playbook.
  • Prove that an optimisation program can pay for itself.
The approach

Drawing on behavioural and attitudinal customer data, analytics and heuristics analysis we delved deep into the customer mindset.

From this, we built a robust set of over 70 actionable insights to be turned into real tests – expanded upon through workshopping with key client stakeholders.

The results
  • Conversion rate uplift of +5.6%
  • First test alone generated £1.5m incremental revenue.
  • ROI +300% projected per test.
  • Internal teams using Daydot data and insights to inform decision-making.
Driving growth through cross-sell engagement
The Wall Street Journal
We achieved a 240% increase in new member onboarding actions leading to 18% uplift in customer retention rate
Customer research
The National Deaf Children’s Society (NDCS) used the personas we generated for them to improve the quality of internal discussions by focusing on a shared understanding of their customers.
The RSPB is the UK’s largest wildlife and nature charity. Our restructuring of the global navigation yielded a 33% improvement in the discoverability of products on the RSPB Shop site.