Grey’s Fine Foods CRO Case Study

How Edge45® grew Grey’s Fine Foods Ecommerce conversion rate from 0.34% to 4.27% in 10 months

Client: Grey’s Fine Foods


Segment: Food & Drink, E-commerce, B2C

Background: Grey’s Fine Foods is an online Spanish food shop that specialises in sourcing and importing authentic, top quality Spanish foods, ingredients and drinks from Spain into the UK where they are then sold online.

Grey’s initial brief to Edge45® was to increase the amount of organic traffic visiting the site via SEO which we duly did by doubling the traffic in the first three months. However, the increase in sales and online revenue only increased marginally by comparison and was far less than was expected. Our data showed more people than ever visiting the site and more page views of products but only a minority were leading to an online sale being. We knew these visitors were interested in the products on offer otherwise their online searches would not have led them to the site via SEO otherwise.  It was clear the website whilst attracting potential customers was falling short of converting them into actual customers.

Goal 1: Identify why people were visiting the site, expressing interest in products but not buying.

Goal 2: Convert more visitors into customers.

What We Did

Our starting point was to gather and analyse as much data as possible to identify where any bottlenecks, pain points or barriers to sale existed. In addition to existing Google Analytics data, Edge45® set up virtual pages views and a sales conversion funnel so that we could see exactly where the customer drop off was occurring. Was it when they added a product to the basket? Where they even getting as far as adding a product to the basket? If not why not? Where they having problems at the checkout process? By setting up virtual page views and a sales conversion funnel, we were able to gather data that answered these questions.

Conversion Sales Funnel

Below shows the sales conversion funnel for September 2015. Thanks to our virtual page views, we were able to gather data at every point of the visitor journey from showing interest in buying a product (by adding a product to the basket) right through to sales completion via Worldpay.


The funnel conversion rate before Edge45® began any conversion rate optimisation was 12.08%, that is to say, of everyone who added a product to the basket in September 2015, just 12.08% actually bought a product meaning over 88% of visitors who added a product to the basket did not make a purchase.

The funnel identified a number of obvious pain points:

  1. Once a prospect had expressed intent in buying a product by adding an item to the basket, over 25% simply left – The product page was not doing a strong enough job of moving the prospect on to complete a sale.
  2. Over 21% of those that started the purchase process by viewing their basket after adding a product to it also left. This indicated that there may be an issue with this particular page.
  3. Over a third of those who moved onto begin the checkout process left at the first page and was clearly an obvious problem that required analysis.
  4. Our largest area of concern was the 45% of prospects who left after viewing the Order review page, again indicating probable and significant barriers to purchase on this page.
  5. A further 25% were lost once the Grey’s site redirected the prospect to WorldPay, a third party secure payment platform. Was it possible prospects were being ‘spooked’ by being transferred without warning to a third party site?


Knowing which stages of the customer journey were causing prospects to leave allowed us to analyse each page and stage in detail and to then come up with a number of hypotheses that reasoned logically why the stages were causing problems.

As an example, it was not until the Order review page that the actual shipping cost was confirmed. We reasoned that if the prospect did not know what shipping was or was not expecting this cost, being presented with it for the first time near the end of the checkout process on the order review page could cause a lot of prospects to leave either due to being disgruntled at the unexpected cost now being introduced, or that it was simply too expensive.

Our solution in this particular case was to introduce the shipping cost much earlier in the checkout process on the View Basket page. Here we added functionality to enter your postcode to get the shipping cost. We also made how costs were calculated clearer.

View Basket Page – BEFORE

Greys Basket Page Original

View Basket Page – AFTER

Greys View Basket Page After

The ability to find out what your shipping costs would be were introduced much earlier in the checkout process, pricing was simplified and use of a consistent Call To Action (CTA) colour was introduced to guide prospects towards sales completion. Also note the addition of trust logos and a tag line in the header.

This is just one of a huge number of changes we made site wide to help improve the conversion rate – We’d love to tell you more about them in person so if you think Conversion Rate Optimisation might help your ecommerce conversion rate, get in touch!

User Testing

Given that each change we proposed would incur development cost, it was important that we had confidence that the proposed changes would indeed improve the conversion rate. Wasting client budget on changes that would have no benefit based on our own hunches and experience was not good enough.

Normally we would introduce A/B and Multivariate split testing before implementing a change permanently but as traffic volumes to the site did not allow for this, we turned to the next best thing which was online User Testing.

Order Review Clarity Greys Fine Foods User Testing

Statistically split testing different page mock ups allowed us to test different hypotheses and implement only changes that would bring real benefit.

Fears, Uncertainties & Doubts (FUDs)

Parallel to the changes were were making throughout the checkout process, we also wanted to get MORE people to add a product to the basket in the first place. We knew that people where interested in the product but many just viewed 5 or 6 pages of the site and simply left. It was these visitors that we wanted to turn into customers.

We hypothesized that the website did not make a compelling enough reason for the customer to buy from it. We brainstormed all the FUDs we could possibly think of, a small fraction of which are listed below:

  • If I order fresh meat online, what happens if I am not in and miss delivery? Will my fresh perishable product sit in the back of a courier van all day going rotten?
  • Why should I buy the cheaper products such as sliced Chorizo when I could get something similar from Tesco without paying delivery?
  • What makes your products so special?
  • I’ve never bought from this company before, can I trust it?
  • These foods are interesting but not relevant to me, I wouldn’t know what to do with them
  • These foods are too expensive
  • These foods are sold in quantities larger than my needs
  • I only want to buy a small number of items and don’t want to pay the delivery
  • It seems risky buying foods I might not like, particularly if they are pricey and/or I have to pay delivery
  • When will I get my product?
  • “Grey’s Fine Foods” doesn’t seem very Spanish
  • Etc.

Solutions to each FUD were then brainstormed. For example, on the subject of “These foods are interesting but not relevant to me, I wouldn’t know what to do with them” we proposed the following to alleviate these FUDs:

  • More product photos showing items being used, recipe photos, out of its packaging
  • Giving sense of size/scale in photos
  • 3 Bullet point features/characteristics/facts easily readable
  • Better copy
  • Storage/Care Info
  • Recipe suggestions
  • Food/Wine Pairing suggestions

A whole raft of changes were made site wide ranging from improved product photography and copy to the creation of new SKUs (Starter tapas kit that was low cost therefore low risk, ideal “gateway” product for the uninitiated) and more effective special offers and discounts. For example, we changed the 10% off your second order offer to being 10% off your first order to lower the FUDs for first time buyers – It’s much harder to attract new customers than retain them and anyone buying for a second time will trust the company more therefore we strengthened the incentive for first time buyers knowing they would not be disappointed with their purchase and therefore likely to buy again.

Product Page Redesign

Of all the changes we made, the one we are most proud of is the product page redesign which was instigated to maximise the number of people adding products to the basket in the first place. Our goal was simple – Create a product page that does the very best it can to encourage people to add a product to the basket. You can see the evolution of the product page below:


GFF Product Page Before

Best Practice Mock-Up:

GFF Product Page Best Practice Mockup

Our mock-up introduced a number of conversion best practices – How many can you spot?

Final Live Page:

GFF Product Page After

The Results

We showed you the Sales Conversion Funnel for September earlier which had a sales conversion funnel rate of 12.08% (18 transactions), i.e for every 100 people who added a product to the basket, only 12 made a purchase.

Below is the Sales Conversion Funnel for March 2016 which saw a sales conversion funnel rate 31.6% (43 transactions), i.e for every 100 people who added a product to the basket, 31.6 made a purchase – Nearly treble.

March 2016 Conversion Funnel Greys

The funnel shows us that once a customer starts the checkout process, very few leave at any stage thereafter that. However, with Conversion Rate Optimisation, you can always be testing, always be improving. The funnel shows us that there is still room for improvement on the Viewed Basket page which is why Conversion Rate Optimisation never stops, its an iterative process – You can always be better.

Comparing Year on Year data, the results speak for themselves:

Month 2014 Ecommerce Conversion Rate 2015 Ecommerce Conversion Rate YOY % Increase
December 1.91% 4.27% 123%%
Month 2015 Ecommerce Conversion Rate 2016 Ecommerce Conversion Rate YOY % Increase
January 0.78% 1.2% 53%%
February 1.26% 1.61% 27%
March 0.34% 1.51% 348%
April 0.73% 1.83% 586%
Jan – Apr 0.71% 1.5% 112%

Javier De La Hormaza Greys Fine Foods BascoWhat the client said

“Edge45® has helped us develop a much clearer vision of our online business, better web structure, better focus on those who matter – our customers, better page rankings, increase in traffic, increase in number of enquiries and most importantly, increase in turnover.

Fundamentally, Edge 45 has made a significant difference to the way we do business online. They’ve grown our online revenue to a point that we can start treating it as a standalone business & thanks to Colin’s SEO knowledge & experience, our brand is ranking 100 times better in Google. – Javier De La Hormaza, owner of Grey’s Fine Foods.

Think Conversion Rate Optimisation Might Work For You?

If having read our CRO case study, you want to know more about how CRO might help you, visit our CRO services page here.