GNC Increases Conversion and Decreases Abandonment Rates With Commitment to Customer Service
Delivering Positive Results
The Monetate-managed A/B test of the STELLAService seal delivered telling results in a matter of weeks. The seal, strategically placed on the checkout page of GNC's site, drove an increase in conversion rate of nearly half a percent, as well as a nearly half a percent decrease in cart abandonment. These results were indicative of the fact that customers are sensitive to service claims, especially during the final stages of their transactions.
"The fact that customers are still influenced in their purchasing decisions at such a late stage in the buying experience indicates how powerful STELLAService's message is to those customers," said Dargis. "The results of the A/B test were so influential, the e-commerce team made the decision to add the STELLAService seal on the checkout page permanently."
"Seeing the effects of the seal so quickly certainly impressed us," Hennion added. "We look forward to working hard to maintain our excellent service reputation with our customers and with STELLA."