Challenges

ORECA Store faced a key challenge: their product pages were not landing optimized to serve as landing pages for paid campaigns. This hurt conversion rate, especially when users entered the website directly via a product page.

For visitors landing on these product pages as their entry point to the website, the layout focused too heavily on extended product details while missing the opportunity to immediately showcase a variety of related products. This imbalance often failed to capture the visitor’s interest, increasing the likelihood of bouncing back to Google if the product at first glance didn’t fully meet their expectations.

This layout impacted user engagement and, therefore, conversions, driving ORECA Store to look for a solution to improve the user experience while boosting results.

Solution

ORECA Store implemented Vmax, a technology developed by Verbolia to dynamically test and adapt page layouts based on user profiles, timing, and browsing context. 

To quickly demonstrate Vmax’s return on investment, ORECA Store chose to pilot the solution with a focused use case: optimizing the layout for users entering the website via Google Shopping.

Key features introduced for ORECA Store:

• Optimized information grouping: Vmax collapsed and grouped product details closer to the product itself, ensuring users could access all essential product information without scrolling.
• Recommendations above the fold: Product recommendations were repositioned prominently to make sure that users can see them without scrolling down. Also, the number of recommended products were significantly increased to suggest more alternatives to users.
• Advanced filters: Filters allow users to personalize their recommendations, driving engagement and relevancy.

Example of a product page transformed by Vmax. Before and after.

The implementation process was simple and seamless, requiring ORECA Store to only add 1 line of script to their product pages. A simple script was added to transform the page layout dynamically based on triggering rules, in this case, when users entered the website from Google Shopping via a product page. The entire process took less than a month, delivering rapid results.

Results

The test ran with a 50/50 split between the original and optimized pages, focusing on users with similar profiles, in this case, those entering via Google Shopping. 

Once the data was statistically significant, the results in GA4 were clear and remarkable:

• Conversion rate: Increased by 60% on desktop and by 43% on mobile
• Revenue per user: Boosted by 58% on desktop and 38% on mobile

These figures underscore how strategic adjustments powered by Vmax can significantly enhance both user experience and online revenue.

Conclusion

By addressing key challenges and delivering tailored solutions in record time, Vmax significantly improved the ROAS of ORECA Store’s Google Shopping campaigns, positioning the company to effectively grow its market share and strengthen its leadership in the Formula 1 e-commerce space.