Web Exclusive: Shoebuy.com Increases Revenue Per Visit and Average Order Values Via A/B and Multivariate Testing
Problem: Shoebuy.com, an online retailer of footwear and related apparel, wanted to improve marketing return on investment by gathering more data to create optimal, personalized user experiences.
Solution: Contracted with a website optimization and testing provider.
Results: Shoebuy's revenues per visit and average order values have increased since it began testing its website to improve the effectiveness of specific marketing initiatives.
Shoebuy.com, an online retailer of footwear and related apparel, has been successful in attracting repeat shoppers, keeping them on its site for an extended length of time and helping them complete millions of orders, all of which has helped the company achieve 10 holiday seasons in a row of double-digit growth.
However, Shoebuy.com focuses on metrics as the foundation of its marketing efforts, and knew that despite its success, it could improve marketing ROI by gathering more data to create optimal, personalized user experiences.
So Shoebuy.com turned to website optimization and testing provider Amadesa for its A/B and multivariate testing capabilities. Amadesa’s rich feature set, ease of use and integration with other applications, as well as the option of adding behavioral targeting capabilities in the future, met Shoebuy.com's needs.
Shoebuy.com used Amadesa’s solution to create several versions of pages with alternate elements such as images, copy and promotional offers. Then it broke down each test by geographic, demographic and behavioral traits, enabling it to see both the overall results of each optimization as well as how each change affects sub-segments. Shoebuy.com used this data from the tests to create the most profitable combinations.
Shoebuy.com is now able to test and segment programs to improve the effectiveness of specific marketing initiatives. For instance, it's targeted mobile users for its recently launched Apple iPhone and iPod touch applications; determined the impact of security logos on its website; and run design and layout tests across its product pages.