How Arriva used SessionCam to improve its sales funnel and increase conversion ratesn
Using our intelligent assistant for the first time
The business challenge
When reviewing its ecommerce sales funnel in SessionCam, Arriva noticed a high number of potential customers expressing an interest in purchasing a ticket but then failing to complete a transaction.
“We used SessionCam to understand the behaviors happening — like lengthy dwell time, rapid scrolling as if lost, navigating backwards, dropping out halfway through and so on,” says David Shadbolt, Digital Content Manager at Arriva Plc.
Arriva used this insight to deploy bug fixes and test changes to page designs.
“Watching sample sessions pre-filtered by the Customer Struggle score gave us greater insight into the reasons for drop off than we could have got from Google Analytics alone. SessionCam has taken away the guesswork and helped to deliver significantly more revenue. The whole project paid for itself in less than three weeks.” — David Shadbolt, Digital Content Manager at Arriva Plc
The introduction of website enhancements made saw Arriva exceed sales achieved during the same period of the previous year.
- A 96.6% uplift in conversions year-on-year for visitors entering the website and starting the checkout process
- A 19.4% uplift in conversions year-on-year for visitors entering the website and completing checkout.
“We recommend SessionCam to others because of how powerful it is. SessionCam allows us to filter down the types of website visitors, device used, what pages were clicked-on, and work out whether your gut feeling is backed-up by what you can see in the evidence then presented in front of you.” — Steve Hubball, Data Analyst at Freestyle Interactive (agency partner for Arriva Bus UK)