Device Optimization Framework for KwadrO

Blog: Device Optimization Framework for KwadrO

KwadrO Ramen en deuren

With over 20 sites in Flanders, KwadrO is one of the market leaders in the delivery and placement of windows and doors. KwadrO offers tailormade solutions in 3 types of material, PVC, Aluminum and wood. KwadrO works with different experienced suppliers in order to always be able to deliver their customers a custom made window or door, made to their desires and within their budget. KwadrO is a strong brand, focused on a very strong protection of quality and in constant development. Doors and windows of KwadrO are made to the highest standards of the customer and the architect.

Goals

KwadrO - as every other company - wants customers to buy, to convert, to become a loyal member of your community. They have a multitude of tools at their disposal, a wide variety of touchpoints they use to interact with their prospects, but are not sure every potential customer is able to buy or use their services the way they intended them to do. Therefor KwadrO asked Humix to perform a conversion audit where we applied our ‘Device Optimization Framework’ to validate if every interaction on every device was working the way it was intended.

Approach

So we started with the basic analysis of performance per device type and browser type.

 

We built a series of custom analytics dashboards to investigate if there were any abnormalities to be found that would give an indication of possible issues. And there were…

Looking at different types of devices we quickly found out that there was a major difference between desktop conversion performance and mobile & tablet performance. Zooming in into mobile, we saw a big difference between Android and IOS devices for which no immediate reason could be found, so we put our hands into the dirt and tested the interactions in real life on the different devices and found significant issues.

The best performing Call To Action on Desktop was simply unreachable on all recent mobile devices (mostly IOS, but not limited to, the link was the size & resolution of the screen) and was missing or broken on tablet. (mostly IOS, same issue here).

Which explained the difference in conversion and which turned out to be quite an easy issue to fix. A quick call to the developer of the website and a fast workaround, making the chat button smaller, was introduced, giving time to find a final solution.

Web Analytics

Device Optimization Framework

Conversion Optimization

Test & Retest

Results

This was an easy and straightforward case, unfortunately they are not always as simple as this, but the main lesson here is quite simple: if you find differences you cannot explain, always dive into the details and most likely you will find very interesting things.And do look at all major devices and browsers, it’s not because it works on your desktop at work or on your recent (or old) iPhone, that it works on every device. Do not assume that if it works on your device it will work on all devices because this case clearly shows that exceptions are always possible.

Next

Which leads to the conclusion that testing all interactions on every – relevant, so most used – device and browser is a must and should be done in a continuous manner, at least after every major release. It should become part of nature so avoid losing money that you will never win back. The customers in this case that did not convert, probably bought their windows somewhere else and will not replace them any time soon, which is possibly also true for your business.

Other cases

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