Case Study - Carglass®
Iterative optimization of the acceptance rate of windshield rain repel
Carglass® is widely known through its commercials - "Carglass® repair, Carglass® replace".
Due to this awareness, Carglass® is often the first place to go when your windscreen has been damaged.
Initial situation
In addition to the replacement and repair of glass damage to the vehicle, Carglass® also offers other additional products, such as windshield rain repel.
This can be added online as an additional product in the last step of the appointment booking process. The Carglass technician applies the windshield sealant to the windshield after the damage has been fixed.
Through continuous optimization via A/B tests, the acceptance rate of windshield rain repels will sustainably be increased. At the request of Carglass, the acceptance rate cannot be disclosed.
Optimization process
Carglass® optimizes the website and the online booking process as part of a team process. The team meets once a week to exchange new test ideas and hypotheses.
These will be jointly prioritized and on a Roadmap held. The optimization team consists of digital specialists from the areas of SEO, SEA, email marketing, product owners and UX designers.
Steffen Schulz from Varify GmbH has been supporting the team since January 2022 to manage and coordinate the optimization process.
#1 A/B Test - 2 Choices (test duration - 31 days)
Hypothesis:
If the visitor is only shown a clear before/after effect in the form of 2 images,
then the acceptance rate for windshield rain repel increases,
because the decision whether to add a windshield rain repel is made spontaneously and emotionally. (The benefits of windshield rain repel in V1 can be seen by a click on the info icon)
Increase in acceptance rate:
+ 33,7%
Variant 1
No changes
Original
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Increase in acceptance rate: + 33,7% |
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No negative influence on appointment bookings |
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Increase in acceptance rate: + 37,8% |
|
Appointment bookings are down 4,5% . |
#2 A/B Test - Danger at night (test duration - 30 days)
Hypothesis:
If the visitor is shown a night scene with a deer instead of the highway image,
then the acceptance rate for windshield rain repel increases,
because the user identifies the situation as a dangerous one and they recognize, they can mitigate the risk by adding windshield rain repel to their order.
Increase in acceptance rate:
+ 5,9%
Variant 1
No changes
Original
| Table header |
|---|
|
Increase in acceptance rate: + 5,9% |
|
No negative influence on appointment bookings |
#3 A/B Test - Second Chance (test duration - 14 days)
Hypothesis:
If the visitor decides to book an appointment "Without Protect" and then an overlay is shown in which the advantages of the windshield rain repel are displayed and he has the chance to add the windshield rain repel again,
then the acceptance rate for windshield rain repel increases,
because undecided visitors are convinced by the communication of benefits.
Increase in acceptance rate:
+ 28,5%
Variant 1
No changes
Original
| Table header |
|---|
|
Increase in acceptance rate: + 28,5% |
|
No negative influence on appointment bookings |
Summary
A cumulative uplift of 81,9% (1.337*1.059*1.285) was measured in the three experiments.
This uplift was confirmed not only in the experiments, but also in the absolute order intake in the following months. In absolute terms, the uplift in bookings from February 2022 to February 2023 was 182 % be increased.
Carglass® can achieve an annual increase in conversion through these implemented Additional sales in the high 6-digit range area generate.
The test concepts are based on psychological triggers. The following psychological triggers were used in the test designs.
Opinion about the project
Psychological triggers used in the experiments
Affect Heuristic (A/B Test 1)
Often decisions are simply
taken from the gut. Instead of the
Presentation of facts sell emotions in
better in this case.
Zero Risk Bias (A/B Test 2)
People tend to exclude risks completely if possible. By depicting a deer, a poor view is also simultaneously associated with a possible
Accident and running over a
Animal associated.
Reason Why (A/B Test 3)
After the potential customer initially decided against window sealing, it was possible to
approx. 5% of this by displaying again
reasons convinced to book
be
Perception
Psychological triggers
activate unconscious
Behaviors. With
they can be
Perception of
Influence people.
The power of the unconscious
95 % of all decisions are made unconsciously
met - that should
in the design of a
Website to use
be made.
Usable everywhere
Psychological triggers can be used in all channels, every step of a customer journey and for every target group.
Psychological triggers - The card set
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