Apex Gaming PCs

I appreciate that things were under-promised and over-delivered...

Ecommerce
DTC
B2C
Small

BACKGROUND

BACKGROUND

Apex Gaming PCs is a brand that focuses on assembling the fastest and most affordable Gaming PCs for the most discerning gamers. This Philadelphia-based brand takes pride in fueling gaming passion by giving gamers the highest quality in custom-built computers.

Challenges:

  • Build a repeatable optimization strategic process that can be used for years to come.
  • Create documentation about why we are running tests and what customer needs we are trying to address.
  • We had to educate their marketing team on how to implement the conversion strategy.
  • Improving conversion rates across different pages on the site.
  • Although their site was getting a lot of traffic, their conversion rate was still not impressive.
  • Encourage the Apex team to make hypothesis-based testing part of their organizational culture.

THE CHALLENGE

Apex Gaming PCs hired Invesp after having interviewed a couple of CRO companies in the US. Invesp was brought on board in October 2020 to increase Apex Gaming PCs’ website conversion rate.
“We had a couple of calls with different companies. Khalid is a very personable person, and he immediately seemed ambitious. We felt comfortable moving forward with them based on those factors.”

William Simon,

Founder & Chief Executive Officer
Before engaging Invesp, Apex Gaming PCs had never worked with a Conversion Optimization Agency before. Their knowledge of experimentation was not enough to enhance their site conversion rate. Apex’s 1st involvement with a CRO Agency, our team was responsible for crafting a conversion optimization strategy tailored to suit Apex’s unique website. Also, considering that this was Invesp’s first dance in the gaming industry, our CRO team had to build a repeatable strategic process that creates robust hypotheses and insights that aim to mix big wins and incremental improvements. Our team was also responsible for training and encouraging the Apex team to make hypothesis-based testing part of their organizational culture. Doing that was necessary because an ongoing, structured process of continuous learning and improvement delivers the best results time and time again.

Solutions:

  • Comprehensive conversion audit to Identify and prioritize conversion issues
  • Comprehensive user behavioral research to understand user motivations
  • Comprehensive data analysis and analytics configuration to track users’s activity on the site
  • Identify and run experiments on different parts of the site to improve conversion rates and average order value
  • Design, develop and run AB experiments on the site
  • Track & report results on weekly basis to the team

THE SOLUTION

We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, and senior frontend developer.
“We worked with the two founders: Khalid (CEO) and Ayat (Co-Founder Managing Partner). They really led the project for us. Then, a third person listened in on our calls. From there, I imagine one of the three of them went back to their developers or designers and relayed the information. I’d estimate that an additional two people did the design and development work.”

William Simon,

Founder & Chief Executive Officer
Using our SHIP optimization process, which includes different conversion research techniques such as expert reviews, user behavioral research, and JTBD interviews, our team identified conversion opportunities on the Apex site.
“Invesp provided on-site optimization and worked within the pages on our website. The team conducted some interviews to understand what our customers are looking for and help us determine how we can curtail the website to ensure customers are seeing what they’re looking for.”

William Simon,

Founder & Chief Executive Officer
After conducting the conversion research, our team’s next move was to develop a clean and modern research-based design that answers prospects’ questions, addresses objections, and adds supportive evidence.
“They created site designs based on their research. Then, they introduced us to a third-party developer to build out the site.”

William Simon,

Founder & Chief Executive Officer
Our team conducted weekly status meetings to keep the Apex Gaming PCs team updated about the different experiments’ status, discuss new testing plans, and receive feedback on the current work.
“We had weekly 30-minute meetings on Mondays to discuss the project and discuss next steps. Those meetings were great — they were always very transparent with us.”

William Simon,

Founder & Chief Executive Officer

THE RESULTS

THE RESULTS

“I appreciated that things were under-promised and over-delivered, so overall, I wouldn’t hesitate to recommend someone to work with them. We plan to resume working together post-development of the website. I’m a results-oriented person, so I’m eager to see whether the work pans out to some positive results on our end. However, working with them was great and a positive experience. They were on time and very personable. The team also seemed to be very knowledgeable in this space.”

William Simon,

Director of Marketing