Teledyne FLIR

Teledyne FLIR faced a significant challenge with their website conversion rates. Despite having a robust product lineup and established market credibility, their website analytics revealed below-average click-through rates on collection pages showcasing their premium products and suboptimal engagement on product landing pages.

Collection Page Issues

• Absence of CTAs
  : Pages lacked clear calls-to-action, making it difficult for users to navigate to individual product pages

• Unclear Clickable Elements
  : Product titles did not visually indicate their clickability, creating confusion and missed opportunities for user interaction

Product Landing Page Issues

• Visual Hierarchy Problems
  : Key content, such as product details and CTAs, was buried below-the-fold, requiring excessive scrolling

• Engagement and Usability
  : Dense and misplaced technical content made it difficult for users to quickly access essential information

• Ineffective CTAs
  : Generic and inconspicuous CTAs lacked visibility and failed to signal interactivity

These issues created significant friction in the user journey, preventing visitors from seamlessly navigating through the site and engaging with critical content. The implications extended beyond simple website statistics—they represented missed opportunities for qualified lead generation, reduced product visibility, and ultimately, unrealized revenue potential.

CRO Principles

The initiative was guided by established methodological principles:

• Hypothesis-Driven Testing
  : Each experiment began with a clear hypothesis identifying what change was being tested, what outcome was expected, and why

• Integrated Data Collection
  : Combined quantitative analytics with qualitative user insights through heatmaps, scroll maps, session recordings, and user testing

• Rigorous Statistical Approach
  : Sample sizes were calculated in advance to achieve statistical significance

• Controlled Variables
  : Tests changed only specific elements while keeping others constant to isolate the impact of individual changes

• Prioritization Framework
  : The team utilized the ICE scoring method (Impact, Confidence, Ease) to rank potential experiments

Tool Selection

After evaluating various platforms, Full Funnel Growth selected A/B Lyft as the optimal testing solution for Teledyne FLIR's needs based on:

• Robust statistical analysis capabilities

• Sophisticated segmentation features

• Seamless technical implementation with minimal impact on site performance

• Visual editor enabling rapid development of test variations

• Strong collaboration features for stakeholder communication

Experiment 1: Collection Page Optimization

Baseline Metrics

• Click-Through Rate (CTR): 44.26% on the original collection pages

• Users were failing to identify clickable elements and navigate to product detail pages

Experiment Design

The team developed two variations to address the identified issues:

• Variation A
  : Added underlines to product titles on hover and included basic CTAs

• Variation B
  : Enhanced Variation A with colored CTAs to improve visibility and draw user attention

Results

• CTR for Variation A: 57.88% (13.62 percentage point increase)

• CTR for Variation B: 58.15% (13.89 percentage point increase)

• The colored CTAs in Variation B slightly outperformed the transparent buttons in Variation A

Key Insight

The dramatic improvement in click-through rates demonstrated the importance of affordance and visual feedback in guiding user behavior. Even subtle adjustments like underlining product titles and adding color to CTAs resulted in meaningful increases in click-through rates.

Experiment 2: Product Landing Page Optimization

Baseline Metrics

• Bounce Rate: 43% on the original landing page

• CTR: 16.14% on key action elements

• Users were struggling with content organization and finding relevant information

Before:

Experiment Design

The redesigned variation included strategic changes to address identified pain points:

• Content Prioritization
  : Moved product specification cards to the first fold of the page

• Consistent Layout
  : Redesigned product specification cards with evenly spaced elements and uniform structure

• Enhanced CTAs
  : Updated with distinct colors and hover effects to improve visibility and interactivity

Variant:

Results

• Bounce Rate: Decreased to 32% (11 percentage point improvement)

• CTR: Increased to 25.59% (9.45 percentage point improvement)

• Revenue: Increased by approximately 30% 

Key Insight

The significant improvement in user engagement metrics validated that content placement and visual hierarchy play crucial roles in retaining user attention and encouraging action. Moving critical content above-the-fold and improving scanability directly translated to measurable business outcomes.

The successful implementation of 89 CRO experiments across Teledyne FLIR's digital properties yielded several valuable insights:

1. Content Placement Matters: Prioritizing critical content within the first fold significantly improved user retention and interaction

2. Effective CTAs Drive Action: Adding affordances like distinct colors and hover feedback increased user confidence and encouraged engagement

3. Small Layout Changes Have Big Impacts: Subtle adjustments resulted in meaningful increases in click-through rates

4. Testing Validates Decisions: Running structured A/B tests provided data-backed insights, ensuring design decisions were grounded in user behavior rather than assumptions

This project highlighted the importance of balancing visual design with user expectations. By reorganizing product specifications, improving CTA visibility, and enhancing interactive elements, the team achieved significant improvements in user engagement metrics that directly contributed to business objectives.

The Teledyne FLIR case study demonstrates the significant impact that a systematic, data-driven Conversion Rate Optimization program can have on addressing specific digital marketing challenges. By focusing on improving engagement metrics on high-value pages, Full Funnel Growth delivered meaningful improvements that directly contributed to business objectives.

This case illustrates several key principles applicable across industries:

1. Addressing conversion challenges before increasing traffic acquisition investments often provides a more efficient path to growth

2. A methodical, hypothesis-driven approach to website optimization yields better results than subjective opinions

3. Incremental improvements through controlled experimentation allow businesses to validate changes before full implementation

For marketing leaders facing similar challenges, this case study offers a blueprint for approaching conversion optimization strategically. In the increasingly competitive digital landscape, the capability to continuously optimize the customer journey represents a sustainable competitive advantage that extends beyond any individual campaign or initiative.