Underdays case study: Driving +6% revenue through Experimentation

In collaboration with Hookflash, The Underdays embarked on their first end-to-end experimentation cycle, resulting in a remarkable +6% increase in revenue. As newcomers to the world of experimentation, The Underdays worked with Hookflash to establish the foundational steps toward transforming into a more data-driven organisation through strategic experimentation. 

Objective 

The Underdays approached Hookflash with 3 key strategic objectives: 

1. Enhancing User Experience 

They wanted to optimise their current website to ensure a seamless and engaging user experience. 

2. Increasing Conversion Rate 

They wanted to drive additional value from the traffic already reaching the website across all channels. 

3. Data Driven Decision-Making 

They wanted to shift away from using gut feel and preference to using insights to steer their website changes and development backlog. 

Approach 

Tool selection 

We assisted in selecting, implementing, and onboarding Webtrends Optimize as their experimentation tool of choice. 

Analysis 

Using a combination of GA4 and HotJar data we carried out an in-depth analysis of website performance, user behaviour and conversion funnel to understand the current conversion rate and identify areas for improvement. 

Hypothesis creation 

Based on the findings we identified 19 data-driven hypotheses and designed two surveys to further understand user preferences and pain points. Each hypothesis always has 3 key parts; The Variable, The Result and the Data-Driven Rationale. 

Prioritisation 

We scored the hypotheses based on their impact vs their effort which allowed us to focus on those with the greatest potential. We took into account the following aspects: 

• Position on the page
• Number of data sources
• Traffic volume to the page(s)
• Business priority
• HTML, CSS and JavaScript required
• Assets Required 

Build & QA 

We build the HTML, CSS and Javascript required for each variation and configured the appropriate goals, targeting and integrations within Webtrends Optimize.