Case Studies

+168% Increase in Ecommerce Conversion Rate

Seer helped Trex Company Inc. increase their conversion rate with Analytics and Creative services by aligning the design of the homepage with user intent.

Overview

Seer's client Trex sought to improve visibility and traffic to their online store, which was only accessible from a single link on the homepage. After analyzing heatmap data, Seer better understood visitor behaviors and recommended changing the primary CTA button to link to the online store. Running an A/B test on the site's main CTA led to 168% higher ecommerce CVR and 56% higher AOV.

Client

Trex Company, Inc.

Industry

Type

[The Impact]
+168%
ecommerce conversion rate
+56%
average order value

The Challenge

Trex Company Inc. has an online store that allows customers to order decking samples as well as purchase lighting, railing, and more.

However, the only way for customers to get to that store from the Trex.com homepage was to click on “Order Samples.”

With plans to continue to expand product offerings beyond samples, Trex wanted to clarify this call-to-action (CTA)—and therefore attract more customers to the online store.

trex-case-study-challenge

 

The Strategy

Seer’s Creative and Analytics teams collaborated on a data-driven design approach to optimize the ecommerce experience on the homepage and drive users to the online store.

Looking at heatmap data in Hotjar, we could see that most homepage visitors clicked on “Where to Buy”, a small link in the upper left corner. Surprisingly, the most prominent button on the page, “Design & Price” got very few clicks. Our conclusion? The design of the homepage was not aligned with what users actually wanted and needed.

trex-case-study-approach-1

We now knew that users’ primary goal on the homepage was to find out where to buy Trex products. This also aligned with Trex’s business goals to drive more traffic to the online store.

Seer recommended changing the primary button CTA so that it would:

  • Link to the online store
  • Be updated to say “Shop Trex”, a label which would reflect Trex’s broader product availability and would also be consistent with the language used on the online store

trex-case-study-approach-2

 

The Execution

With Google Optimize, we were able to quickly test this recommendation. The Seer Analytics and Creative teams crafted an A/B test of the call-to-action and added additional tracking to the Trex website to ensure that we were able to assess the impact of the change across a host of factors. We ran the test for 4 weeks, closely monitoring performance.

Additionally, our closed loop implementation for Trex allowed us to tie these CTA changes directly to transactions on the online store. In other words, we could see how this website change impacted revenue.

trex-homepage-breakdown

 

The Results

The ecommerce conversion rate for Seer’s recommended CTA was 2.68x that of the original CTA. Overall revenue from those who clicked the Seer CTA was significantly higher as well, even when accounting for outliers.

While users who purchased after clicking this CTA had a 56% higher average order value, suggesting they’re further exploring the ecommerce site and purchasing more products.

Discover how we can help increase your conversion rates.

Let's Talk!

S-stack

"Working with Seer on our Ecommerce and CRO efforts has been tremendously fruitful. With their help, we are driving higher conversions, allowing us to reallocate our spend to the tactics that produce the most viable result."

- Leslie Adkins, VP of Marketing

[Up Next]
Paid Media

73% Paid Media Conversion Increase via Automation

Check it out
Case Study / Conversion Rate Optimization

CRO Audit Drives +124% in New User Registrations

Check it out

About Seer Interactive: 

Seer Interactive is at the forefront of Generative Engine Optimization (GEO). We run enterprise-scale AI search experiments and turn them into proven strategies that deliver AI visibility and business impact. We help enterprise brands navigate the shift between traditional SEO to AI visibility, building strategies that win across search engines, LLMs, and wherever your customer is looking for answers.

Our edge? Decades of thinking about how people get answers to problems, across social, SEO, Paid, and UX, now applied to AI search through live GEO experiments that deliver measurable visibility. Wil Reynolds and the Seer team have been leading the conversation on AI, SEO, and GEO since the beginning.

Seer partners with industries from SaaS and e-commerce to healthcare and banking , helping brands like American Family Insurance and Capital One adapt, move faster, and capture visibility in an AI-first world.