RSPB Shop Case Study

Daydot specialises in delivering exceptional experiences that drive measurable revenue growth. As experts in Conversion Rate Optimisation (CRO), Performance UX Design, and Customer Lifecycle Optimisation, they help eCommerce, subscription, and non-profit brands elevate their websites and achieve meaningful growth across key business metrics.

RSPB Shop is the retail arm of the Royal Society for the Protection of Birds (RSPB), the UK's largest nature conservation charity. Specialising in eco-friendly products, bird care, and wildlife accessories, the RSPB Shop supports the charity’s mission through retail sales.

RSPB Shop faced a common challenge in the competitive eCommerce landscape: despite offering distinctive, value-driven products, they struggled to stand out against look-alike brands that undercut their prices. This situation required a strong emphasis on the unique value of purchasing from a purpose-driven organisation.

After a significant website re-platforming, RSPB Shop also needed to identify new optimisation opportunities, especially concerning lagging mobile eCommerce performance. While improvements were made, the team sought to address remaining user experience pain points to ensure a seamless shopping journey.

To enhance site performance RSPB Shop turned to Daydot for expertise in data- driven insights and strategic Conversion Rate Optimisation. They, alongside the technology of Webtrends Optimize, were able to test different variations that would create a smoother shopping journey that increased conversion. This partnership created a safe space for optimising website and product performance, ensuring every change implemented had a positive impact on the overall customer experience.

Daydot conducted a thorough analysis of RSPB's performance using all available data. Utilising tools like GA4, Hotjar, and heuristic reviews, they completed a performance audit to discover key pain points on the website and identify any missing elements expected by customers. This analysis was enriched by insights from previous A/B tests conducted on similar eCommerce platforms. The findings highlighted two main opportunities for optimisation:

1. Enhancing the mobile experience to align eCommerce conversion rates (ECRs) more closely with desktop performance.
2. Effectively leveraging the organisation's unique selling propositions (USPs) to direct users toward conversion at critical touchpoints.

During the audit, Daydot identified a low "Add to Basket" rate for mobile users on the product details page. Competitor analysis revealed that not being able to pinch-and-zoom into product images could be a key factor contributing to this issue, as it has become a standard user expectation. In response, Daydot designed and launched an experiment to incorporate this feature into the site. The Webtrends Optimize platform was used to create and execute this AB Test. This initiative resulted in a notable 4% increase in "Add to Basket" rates and a 7% improvement in eCommerce conversion rates (ECR).

As part of the audit Daydot recognised the importance of utilising testing to identify powerful unique selling propositions (USPs) that would motivate users to choose the RSPB website over competitors. To achieve this, they collaborated with teams across the organisation to gather compelling statistics showcasing the positive impact of shopping at RSPB on conservation and nature. Daydot then conducted an experiment to assess how prominently displaying these statistics would influence key eCommerce behaviours. This initiative led to a 3% increase in "Add to Basket" rates and a 2% improvement in progression to the checkout.

In addition to enhancing the core eCommerce journey, Daydot recognised the importance of effectively upselling to users during the checkout process to bolster overall business performance. To achieve this, they conducted an audit of the existing checkout donation upsell widget. They hypothesised that increasing transparency by providing detailed descriptions of how each donation amount would be utilised could significantly improve the likelihood of donations. These insights were incorporated into a streamlined UX update for the checkout widget. The experiment produced impressive results, revealing a substantial 18% increase in checkout upsells and an overall 3% improvement in conversion rates.

In the first nine months of testing this year, RSPB Shop achieved impressive results that project an 8% revenue growth, adding over £800,000 to their annual earnings. This success was reflected in a 3% increase in eCommerce conversion rates and an extraordinary 18% surge in upsell performance.

RSPB Shop established a foundational test-and-learn philosophy in collaboration with Daydot. This approach engaged teams across the organisation to develop and experiment with innovative ideas aimed at enhancing user experience. By ensuring that only successful initiatives were incorporated into the core website, RSPB Shop created a culture of continuous improvement and adaptability, positioning themselves to respond effectively to changing customer needs.

With proven digital optimisation strategies in place, RSPB Shop is poised to continue uncovering what matters most to its customers and driving meaningful performance improvements in the years ahead.