IcelandTours.is: Experimentation & Funnel Optimisation
Summary
Moved the ecommerce setup towards a more structured, data-led model by introducing funnel tracking, dashboards and experimentation. Defined key journey stages to work around low purchase volume and used progression metrics as leading indicators for performance. This is an AI-generated summary - the full, refined case study is on my CV page.
The Challenge
Limited visibility into user behaviour and low transaction volume made it difficult to prioritise improvements or validate changes with confidence.
Product Rationale
Funnel-based measurement
Defined key journey and checkout stages to create measurable progression metrics rather than relying on final conversions alone.
Structured experimentation
Introduced A/B testing with clear hypotheses and success metrics to validate changes against real user behaviour.
Tech Stack
Key Decisions
Search → product discovery test: A/B test delivered +19.7% progression to product pages and +26.1% product views overall (55.3% on desktop).
Checkout simplification: Removed unnecessary fields, increasing checkout progression and raising purchases from 85 to 104 over 30 days.
Enquiry capture: Added enquiry entry points, increasing qualified inbound enquiries by 42% over three months.
Project Notes
No two projects solve the same problem, so each case study emphasises different aspects of delivery depending on what was most relevant to the challenge. Supporting visuals and implementation details are included here to provide additional context behind the final outcome.
Visuals
