December 13, 2020
Bo Chipman, SVP Data Science
For many companies, the corporate website is the primary, or in some cases exclusive touch point where consumers conduct business. If conversion doesn’t happen on the site, it doesn’t happen at all. Whether the relevant conversion event is a purchase, an account opening, an event registration or some other activity, an effective website design minimizes friction, making it as easy as possible for consumers to complete the process. Poor design can easily discourage consumers, leading to a poor user experience and a loss of revenue. While this experience is not uncommon, Marketers can use proven methodologies and tools to improve site performance illustrated in the following case study.
BLEND360’s client is a multi-brand e-Tailer with a diverse portfolio of consumer products, ranging from clothing to housewares. The company derives 100% of its revenues from online sales on its owned websites. While the business was successful, management believed there was an opportunity to increase sales by improving the site experience. Preliminary conversations highlighted the following areas of opportunity.
• Client’s checkout page layout was disjointed from the general look and feel of the rest of the website.
• Checkout page contained fields collecting unused and unnecessary data leading to increased bounce rate and lost conversions.
• Tight time frame to implement test experiences and read/analyze the data before kickoff of the holiday shopping season.
BLEND360 provided a multi-disciplinary team of digital marketers and Adobe Target experts to develop and implement a comprehensive test-and-learn program designed to increase conversion rates and revenue per conversion. The engagement included the following activities.
• Analyze previous consumer data to develop a testing roadmap.
• Create custom coded experiences within Adobe Target and evaluate experiences through QA testing.
• Activate, monitor and read tests to establish winning experiences.
• Call out other useful findings around consumer interaction with the test.
The program resulted in significant improvements to conversion and bounce rates, driving millions of dollars of incremental revenue annually.
The program also had the following ancillary benefits.
• Created a cohesive style to complement the rest of the website
• Identified new consumer checkout behaviors based on page activity and segmented traffic reporting.
Implementation of a simple, structured program of A/B testing can generate significant revenue gains by improving the consumer experience and removing barriers to conversion. Analytical acumen, a testing tool like Adobe Target, and access to creative resources are important components of a successful program. Executive support and a well-governed process are key to bringing them together for sustained success. Creating initial wins by addressing ‘low hanging fruit’ is a proven formula for getting the buy-in needed to build a sustained program.