How Carglass was able to increase the booking rate for windscreen sealants through iterative optimization
Result:
Car glass
Germany
+ 33.7% Booking rate
Table of contents
About Carglass
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 replacing and repairing glass damage to the vehicle, Carglass® also offers other additional products, such as windshield sealing. This can be added online as an additional product in the final step of the appointment booking process. During the appointment, the windshield sealant is applied to the windshield after the damage has been repaired.
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.
Variations
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 as to whether to add a windshield sealant is made spontaneously and emotionally. (The benefits for V1 can still be accessed via the info icon)
Changes: In variant 1, the focus was on the images of the before/after comparison. Variant 2 focuses on the premium service, highlighting the biggest advantages using bullet points.
Although variant 2 achieved a higher uplift in the early phases of the funnel, the actual number of appointment bookings at the end of the funnel was 4.5 % lower than with the original variant. Therefore, the decision was made in favor of variant 1, as it had no negative impact on the actual deals.
Test results
Among other things, images were tested against USPs (+33,7%), special situations within the pictures (+5,9%) and an overlay (+28,5%)A cumulative uplift of 81,9% (1.337*1.059*1.285) was measured in the three experiments.
Summary & Learnings
This uplift was not only confirmed in the experiments, but also in the absolute order intake in the months that followed.
In absolute figures, the rate of new bookings increased from February 2022 to February 2023 by 182 % be increased.
The test concepts are based on psychological triggers.
The collaboration with Varify is excellent - both technically and on a human level. Here, sound skills in analysis and technical test integration come together with behavioral science. The very good organization of the tests as a team process helps to ensure speed, success and enjoyment of experimentation across different departments.
Head of Digital - Carglass Germany
Head of Digital - Carglass Germany
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