A global consumer goods brand more than doubled its conversion rate

The Challenge

One of their website was doing worse than the others, which was clear sign something in the shopping journey wasn’t working. Shoppers were browsing and adding products to their cart with real intent, but very few were making it all the way to checkout. The team knew people were dropping off somewhere between adding a product and paying for it, but without visibility into the journey, they couldn’t pinpoint where or why.

The Solution

Using Air360’s Funnels, the team mapped the path from product page to purchase and found the two weakest points: the add-to-cart step and the cart-to-checkout step. Zoning Analysis showed which parts of those pages shoppers were actually engaging with, separating what was helping from what was just noise. From there, they rewrote the underperforming content and simplified the checkout steps that followed, instead of guessing at a full redesign.

The Results

Within three months, the site’s conversion rate rose +114%, turning one of the weakest-performing website into one of its best. That came from a +100% increase in the add-to-cart rate paired with a +5% lift in the share of shoppers who completed a purchase after adding to cart. The fix was knowing exactly which two steps in the funnel to focus on.