Conserving conversion rates for one of Britain’s best-known charities
If you live in the UK you’ve heard of the National Trust. It’s a household name – the first name on everyone’s lips when the words ‘walk’, ‘stately home’ and ‘Sunday’ spring to mind.
National Trust has been protecting, conserving and caring for places of historical interest and natural beauty across England, Wales and Northern Ireland for the last 125 years.
Conversion Rate
+2.4%
“We’ve been hugely impressed with the professionalism and dedication shown by the Adapt team. Our work together has delivered a succinct and actionable conversion optimisation roadmap, which continues to drive measurable improvements in conversion and revenue for National Trust’s commercial areas.”
Beth Young | National Trust
The Challenge
Despite launching a new online shop and booking engine in 2018, the National Trust found these two significant revenue streams weren’t converting as well as they had hoped.
They brought us in to identify any conversion barriers their customers were coming up against, to optimise the user journey through their website, and to pinpoint any opportunities for performance gains.
How We Solved It
To gain a full understanding of the problems plaguing the National Trust website, we conducted full conversion reviews of both the holiday engine and online shop. This included:
- Comprehensive analysis of the data within National Trust’s Adobe Analytics, pulling out insights on their audiences and how trends have changed year on year
- Detailed behavioural evaluation to further understand their users’ motivations and fears, conducting interviews with the call centre, running user testing, heatmapping, online polls and session recordings
- A review of National Trust’s key competitors to help understand market positioning
- Hands-on analysis and critique of the entire current user journey from landing pages through to the thank you page
- An extensive list of recommendations for a/b testing, along with wireframes to visualise key changes
Finally, our reviews were presented to the National Trust, and we spent time with them helping to prioritise and implement testing ideas to identify the changes that would have the biggest impact on performance.
+5%
Add to Cart Rate
+9.4%
Average Order Value
+2.4%
Conversion Rate
results
Their Results
The testing plan put in place to systematically test and measure recommendations, as well as initial a/b tests on both the online shop and holiday engine has had an incredibly positive impact on performance.
