Testing Helps Drive Online Revenues for JanSport
Planning for the Future
Reuter identified several areas where JanSport wants to take its e-commerce site in the near future:
- dynamic personalization;
- "attack" new/direct load visitors (JanSport sees minimal repeat traffic because its products don't lend themselves to multiple purchases in a short period of time);
- establish defined customer segments, with different products for different segments; and
- continued use of merchandising and personalization tests.
Right now Reuter is working with a team of just three - she hopes to have a fourth employee by the end of the year. That's not stopping her and her team from having a grand vision for JanSport's e-commerce future. Testing is integral to that future.