Case Study: Ferguson increases conversion by 5% with Medallia Digital Experience Analytics

Increasing conversion by 5% with a streamlined single-page checkout designed using Decibel

Ferguson, a major distributor of plumbing and heating products, faced a significant challenge with its multi-step online checkout process. The vendor, Medallia Digital Experience Analytics (using its Decibel product), helped identify that the checkout had too many steps and unnecessary fields, which was slowing down customers and causing a drop in conversions. The primary goal was to streamline this experience to improve both conversion rates and checkout time.

Medallia's solution involved designing a streamlined single-page checkout that removed non-mandatory fields and improved auto-fill. Using Decibel's analytics to monitor a staged rollout, the team identified and fixed two key points of friction before a wider launch. The results were a 5% increase in conversion rate and a 14% decrease in checkout time. Medallia provided the critical insights needed to optimize the digital experience and achieve these significant improvements for Ferguson.

Ferguson

Billy Colonna

Mobile Product Owner