In order to increase the conversion rate of smartphone visitors to Pet Drugs Online we proposed a series of five A/B tests to run independently on the live site.
In 3 years True has digitally transformed us. This is not marketing rhetoric. We have gone from a chaotic cottage industry to winning two gongs at the Online Retail Awards. Our revenue has more than doubled and profit has increased by a factor of over 50.Simon Sutton, Managing Director Pet Drugs Online
Working closely with PDOL, we developed a new brand proposition that redefined PDOL as the pet owner's other best friend.
Armed with extensive research (including a study on pet and owner vs. parent and child relationships from the University of Veterinary Medicine, Vienna), we created a new logo and visual identity, supported by brand guidelines designed to ensure consistency across all communications. Focus groups and online surveys to current customers validated all our work. The response was overwhelmingly positive.
We reassure users about the prescription process and share veterinary expertise throughout the site.
Our UX team streamlined the checkout, incorporating new content to explain the ordering process. Customers can send photos of prescriptions to PDOL’s vets via the website. With no need to post, scan and send, or fax prescriptions, another barrier to mobile purchase evaporates.
When it comes to dispensing medication, accuracy and excellent customer service are vital. Multiple checks are made during ordering and dispensing.
"True’s work has resulted in a 99% rating from Feefo and 4.9 on Google from over 20,000 customers"
The site was built on Kentico and developed in MVC for optimal performance.
A caching layer around API calls makes it as quick as possible, whatever the load. A custom shipping engine sets shipping charges by territory, while a sophisticated API layer syncs data and prescriptions between the ERP and the website.
It is fully PCI compliant, with increased password security so customers can pay without re-keying their card details.
The bespoke functionality we built to allow multiple product options became part of Kentico’s Version 8 release.
Results so far
These results reflect average YoY performance since 2012
EBIDA up 350%
Revenue up 60%
Visits up 40%
Mobile visits up 90%
Mobile conv rate up 48%
Transactions up 63%
Conversion rate up 16%
Per Session Value up 14%