Driving results through data-driven testing

As a leading holiday and residential park operator in the U.K, Lovat understands the importance of providing a seamless experience for their users.

With a myriad of website development changes on the horizon, they faced a common dilemma: how to understand which changes to the website would provide the greatest impact before diving headfirst into implementation.

Objective

The client reached out to our experimentation team, recognising the need for a strategic approach to their website changes.

They had two key objectives:

Firstly, to gain clarity on which changes would enhance the user experience and drive KPIs
Secondly, to get a deeper understanding of user journeys and behaviours on their website

At the heart of their request was the desire for more informed decision-making. Rather than blindly making changes to their website they wanted to leverage data-driven insights to guide the roll out. With a large backlog of potential changes, the client was aware that they needed to prioritise.

Solution

We started by helping Lovat select the right experimentation tool for them. After some consideration and demos, we chose AB Tasty as the appropriate AB testing tool for Lovat. Leading on platform implementation and integrations (GA4 & HotJar) we had the tool up and running in one week.

Once implemented we begin by testing a shortlist of the UX changes in their development backlog. We built an experimentation plan for each change outlining:

Changes to be made
Test type
Targeting conditions
Audience conditions
Appropriate KPIs

In parallel with our UX focused testing, we also conducted an onsite analysis piece using Google Analytics and HotJar to delve into the user behaviour and user journeys on the website. Based on the insights uncovered in this analysis we generated 20 test ideas for further optimising the website.

With an even bigger backlog of tests on our hands, we prioritised these using a PIE framework:

Results

£115k

losses minimised

tests run

average revenue uplift

We’ve been delighted with Hookflash as both our partners in setting up GA4 intelligently but also in working alongside us on website testing and optimisation.

We find them to be thoughtful, responsive and always contributing smart thinking, and clear revenue impact, to our business.

Torie Wilkinson

Chief Marketing Officer, Lovat Parks