SUCCESS STORY

CASE STUDY

e-hoi Boosts Productivity of the CRO Team With VWO Plan

GOALS

Structuring and collating research insights from multiple sources

Finding and implementing a framework for prioritizing hypothesis

SOLUTION

Use of VWO Plan to collect and categorize all observations at a single location.

Use of the CIE framework in VWO Plan to prioritize hypotheses.

Use of VWO Plan’s Kanban Board to view the hypothesis pipeline.

RESULTS

Improved productivity by over 70%

Better collaboration among team members for analyzing insights and collating ideas for testing

A centralized solution for planning optimization activities instead of multiple tools

BAC KG R O U N D

e-hoi.de is a cruise specialist that allows travelers to

book all kind of cruises offered by major shipping lines

worldwide.

The optimization team at e-hoi used VWO for improving

user experience on the home page and other important

pages on the website. It ran A/B test experiments to

optimize various steps of the funnel. Ferdinand Von

Seggern, conversion rate specialist at e-hoi, wanted to

streamline the CRO efforts to improve productivity and

collaboration within the team. He experimented with

multiple tools and processes before finding all the

answers with VWO Plan.

e-hoi Boosts Productivity of the CRO Team With VWO Plan 01

Initial Optimization Process at e-hoi

We talked about the objective in the earlier paragraph; but to

know how it was achieved, we should understand the initial

process that was being followed.

The process that was being followed was pretty ad hoc and

involved 2 key steps:

Ferdinand and his team were using different kinds of project

management tools to follow this process. The diagram below

gives an idea of the complexities that the team was dealing with.

Research, gather, and collate data from multiple sources like

Google Analytics, heatmaps, and website surveys.

Collaborate with the team and brainstorm ideas for testing.

Docs

Docs

Email

Email

Google Analytics

google sheets

google sheets

Ferdinand von SeggernWeb Analyst | Conversion Specialist

We required a

solution that could

up our game to

implement an

optimization

program, and that

goes further than

just some ad hoc

A/B testing.

Key Challenges

Among others, the two key challenges that the team was facing were:

Structuring and collating insights from multiple data sources: The optimization team at e-hoi

collected research insights from a wide set of analytics tools. But multiple tools meant multiple

places to store data. With data stored on multiple locations in different formats, it was getting

increasingly difficult for the team to derive useful insights.

Finding and implementing a framework for prioritizing hypothesis.

The Solution

e-hoi's Customer Success Manager at VWO, introduced Ferdinand to VWO Plan.

e-hoi Boosts Productivity of the CRO Team With VWO Plan 02

What Is VWO Plan?

As part of the VWO CRO platform, VWO Plan is the latest capability that allows you to manage and

streamline your optimization program. VWO Plan does this with the help of 2 components:

OBSERVATIONS

Observations in VWO are a collection research insights from quantitative and qualitative

analysis of visitor data. You can store all your notes from visitor research here along with

screenshots and other contextual details.

HYPOTHESES

VWO offers a well-acknowledged framework to record and manage hypotheses within the

platform. It also allows the flexibility to collaborate with your team and prioritize these

hypotheses for testing in future.

Structuring research insights

Central repository for research insights

The team can now collect all of their

research insights on a single platform,

no longer requiring the need for

multiple project management tools.

Organizing and categorizing insights

The ability to add labels helped the

team with organizing and categorizing

its observations.

How did VWO Plan improve the optimization program at e-hoi?

The project management capabilities built in VWO Plan helped Ferdinand and his team address

the two key challenges, as mentioned above.

e-hoi Boosts Productivity of the CRO Team With VWO Plan 03

The team at e-hoi noticed that website navigation on both mobile and desktop was

being completely ignored by visitors. So the team added this insight as an observation

in VWO and used appropriate labels like mobile, navigation, desktop, and site-wide to

organize the website.

As most of the earlier research was done using other tools, VWO Plan also provided the

option to upload external files such as .docx, .csv, or .png as supporting material for the

observations.

For example

Finding and Implementing a Framework for Hypotheses

With their research insights properly structured and put together at one location, it was now easier for the team to come up with data-backed hypotheses.

Consider the observation discussed above. Based on that observation, Ferdinand & his team came up with a hypothesis just by answering 2 critical questions:

I expect that: Introducing a Hamburger Icon

will address:

The increase in the use of Navigation

e-hoi Boosts Productivity of the CRO Team With VWO Plan 04

This structured approach to managing Observations and building data-backed Hypotheses helped Ferdinand reduce the time required to come up with a hypothesis.

Bird’s Eye View of the Hypothesis PipelineTo have an overall view of the hypotheses pipeline, Ferdinand and the team relied on VWO Plan’s Kanban Board. The swim lane view allowed them to easily select a new hypothesis for testing and also organize their testing calendar accordingly.

Confidence: How confident is the team of achieving a positive outcome with the test planned.

Importance: How crucial is the page for business goals on which the test is planned.

Ease: How easy is to implement the test planned.

Prioritizing Hypotheses Ferdinand identified how hypotheses prioritization is crucial to optimizing the CRO process. So he encouraged the team to adopt the CIE, or Confidence Importance and Ease, framework built within VWO Plan. With this, the team could easily calculate a priority score for the hypothesis based on the following parameters:

e-hoi Boosts Productivity of the CRO Team With VWO Plan 05

The Impact of using VWO Plan on e-hoi’s CRO program

After using VWO Plan, Ferdinand was able to come up with 32 hypotheses from 38

observations created in a matter of months.

The planning was more centralized, and the team had more control over the complete

process. With the help of various features, it was able to speed up the overall process,

better collaborate with other team members, and improve its overall productivity.

And just a few months into this structured process, it was able to plan and execute a

winning A/B test on the website home page

I think VWO Plan was the most important change to moving away from just simple a/b testing to a more structured

process of conversion rate optimization

e-hoi Boosts Productivity of the CRO Team With VWO Plan 06

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