Case Study: British American Tobacco boosts conversion and analytics accuracy with Turum-burum

British American Tobacco Plc boosts conversions by 87% with Turum-burum

The customer, British American Tobacco Plc, faced challenges with its glo™ website, including incorrectly configured GA4 analytics and numerous usability issues that negatively impacted key metrics. The vendor, Turum-burum, was tasked with optimizing the UX/UI design and adjusting the analytics settings to improve data collection and user interaction.

Turum-burum employed its Evolutionary Site Redesign (ESR) approach to implement step-by-step changes, fixing the GA4 setup and addressing specific usability problems like product color selection and checkout flow. As a result of these optimizations, the vendor helped achieve significant conversion rate increases, including an 87% CR boost for landing on product cards and a 131% CR increase for users viewing specific device pages.

British American Tobacco Plc