Case Study – 

Canyon Swing

Increased mobile experience drives 19% revenue increase for Shotover Canyon Swing

Canyon Swing have been doing high octane activities in Queenstown since 2002. The first cliff launch drop and swing in the world, it has grown from strength to strength.

Summer 18-19 saw a reduction in tourist numbers to Queenstown & in turn a reduction in bookings. With strong online marketing in place, Canyon Swing needed to convert more of these qualified users in a very competitive market.

Our Approach

  • Analysis – We identified the potential shortcomings of the website & focused on mobile experience
  • Hypothesis & Variables – Through our analysis we understood which elements, in theory, were causing poor experience
  • Implementation & Testing – We then implemented 15 tests from the different variables we created.

Our Process

  • Audit of the website & conversion rate analysis
  • A staged implementation plan
  • Implementation & monitoring

Our analysis found that a vast majority of traffic was coming from mobile devices & a high percentage of those were landing on the homepage. Both the mobile and homepage experience needed refreshing, so we set about creating a number of hypothesis to prove our theories. We first looked to improve site speed so the conditions of the test had the best possible chance of succeeding.

From there we implemented a number of A/B tests which we monitored & optimised over the week. We also created a standalone landing page to test various elements that were not possible within the current structure.

19%
Increase in transaction & Revenue
28%
Increase in conversion rate YoY
289%
Increase in shop visits

Summary

Over the 6 week period, our testing increased overall revenue by 19% YoY. Assisted conversions were up 83% which indicates that users were much more comfortable in returning to the website to purchase. These changes not only increased revenue online but they also increased footfall to their physical store with shop visits increasing by 289% from the previous year.

“We were delighted by the online results but the increase in offline sales as a direct result of the CRO was incredible”

Dalice McGregor – Marketing Manager

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