CONVERSION OPTIMIZATION IMPROVING CONVERSION AND REVENUE. Customer Successes

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1 CONVERSION OPTIMIZATION IMPROVING CONVERSION AND REVENUE Customer Successes

2 CUSTOMER SUCCESSES Increasing conversion, revenue, and ROI through strategic online testing and content targeting. DRIVE MORE CONVERSIONS ON YOUR WEBSITE. By testing landing pages, buy flows, shopping carts, mobile sites and more, you can know with certainty how to convert site visitors to action. With optimization, you can connect more personally with visitors by targeting relevant content to different audiences. How do we know that online testing and content targeting drives more conversion? For more than 10 years, we have worked closely with enterprise brands, leading their testing and targeting projects and have seen their online revenue grow as a result. But we ll let our customers tell their own stories. This booklet walks you through their experiences real-world examples of how leading organizations across industries are increasing online conversion and revenue by incorporating optimization as a core part their business strategy. WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 3

3 BOOKING ROOMS TO DRIVE REVENUE AND GROWTH Hotels4U, part of the Thomas Cook group, is an award-winning website designed to make booking hotels quick and easy 24 hours a day, 7 days a week. With more than 200,000 competitively priced properties worldwide, Hotels4U has processed over 8 million hotel bookings. Drive business growth of an already successful website by increasing online sales with a modest budget pool Improve and simplify the search-to-book process to increase conversions from website visits Implement an aggressive test strategy to create and amend content for a friendlier consumer experience Help Hotels4U stand out from hundreds of online travel agency competitors OPTIMIZATION Internal opinion about what will work best has become largely irrelevant at Hotels4U because customer interaction and feedback now shapes the evolution of our website as we continue to optimize the booking funnel. Steven Moore, Head of ecommerce Hotels4U Webtrends Optimize delivered an exclusive testing package capable of detailed analysis and recommendations for website amendments The Webtrends team of experienced consultants built multivariate test plans that could be rolled out over a period of time to continually improve the customer experience Home page, hotel details page and the booking funnel were three main areas of focus for multivariate testing Content changes can be easily determined as working or not, and sub-optimal tests can then be quickly identified and amended accordingly Lift in visitor conversions and online bookings WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 5

4 Through mobile site optimisation with Webtrends, we have been able to solve part of the puzzle that plagues every marketer today the multi-channel problem. We felt we were missing a clear opportunity with visitors who browse on their smartphones on the go. Webtrends was able to develop a solution without placing additional burden on internal resources. Their recommended designs have driven a 61% increase in search and 22% lift in visitors seeing our Hotel pages on our mobile channel, effectively making it easier for our customers to find what they are looking for and facilitating the multi-channel journey. Steven Moore, Head of ecommerce Hotels4U HOTELS4U INCREASES MOBILE CONVERSIONS While well-practiced in optimizing its website for increased conversions, Hotels4U sought to optimize their mobile channel too. Specifically, they wanted to test new versions of content on mobile devices in order to better engage travelers on the go. Increase the number of searches within their mobile site Increase the number of visits to their Hotels page within their mobile site Webtrends recommended new smartphone page layout designs Webtrends Optimize tested multiple mobile versions to find the optimal design +22% lift in visitors on a mobile channel 61% lift in searches within their mobile site 22% lift in visitors viewing their Hotels page on a mobile channel +61% searches on mobile site 7

5 ALITALIA INCREASES ONLINE BOOKINGS Alitalia is the flagship airline of Italy and the world s 19th largest carrier. With its head office in Rome, Alitalia is the main passenger transport group in Italy and among the leading players in European air transport. The Alitalia Group provides service to 95 destinations, 27 in Italy and 67 in the rest of the world for a total of 189 routes served with more than 5500 weekly flights. But with increasing competition, Alitalia needed new ways to engage travelers. Increase conversions and bookings Guarantee that all services were offered across digital channels Stand out in a highly competitive environment 7.2% lift in online bookings 2 million increase in annual bookings Leverage Webtrends Optimization expertise for implementation, consultation and project management Develop additional reporting to share results across the organization Increased bookings by 7.09% in just three months For Alitalia, each 0.5% conversion in the purchase process equals 25 million euros TESTIMONY The combination of expertise and the consultative approach provided by the Webtrends Optimize team has enabled us to increase our bookings by 7.09%. This increase in conversions has a significant impact on our overall results, and improves our ability to stay ahead of the competition by offering the best service possible to our customers. Nicola Arnese Vice President, ecommerce Alitalia WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 9

6 After comparing our original checkout page with several options, the clear winner improved the customer experience and led to higher revenues it was found money. - Jason Miller, Chief Technology Officer Motorcycle Superstore MINING THE CHECKOUT PROCESS FOR GOLD Motorcycle Superstore is the leading online retailer of motorcycle gear, apparel, parts and accessories. They have more than 100,000 products, and customers whose interests range from dirt bikes to street cruisers. The company wanted to test the effectiveness of its checkout process to see if they could increase sales. They evaluated elements of the order page, from layout to graphic elements to stepby-step organization. The unexpected results both surprised them and increased the bottom line. Evaluate all aspects of online shopping to promote sales and revenue Test hypothesis revenue can be found through improved customer experience $2.5 million increase in incremental revenue Webtrends Optimize for A/B testing of the checkout page and process, comparing the current page to new options and layouts. Test effectiveness of the sales confirmation page. Changing the layout of an order page had a significant impact on the customer s ability and willingness to conclude the purchase. Without adding special products or offers, or raising prices, the company found substantial revenue that would have been money left on the table. WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 11

7 TEST TO DISCOVER WHAT S BROKEN TO DISCOVER THE OPTIMAL MOTORCYCLE SUPERSTORE CREATES REVENUE LIFT ON IPAD Motorcycle Superstore is a leading online retailer, and a growing number of customers purchase through mobile devices tablets and smartphones. However, for customers using Apple devices, purchases were interrupted when Apple released an update to ios. Previously, customers could view color options for products by hovering over text on the product page that read colors available. The ios update changed the hovering functionality on mobile devices, so that a hover was now equal to a click. This prevented most users from purchasing. 4.10% sales lift across all platforms Determine root cause of hover problem Find way to easily display color options Restore flow to the shopping cart for Apple device users +4.10% Using Webtrends Optimize, the ios user segment was isolated for testing project Test a series of display variations and determine optimal fix With Webtrends, we were quickly able to solve a serious problem, one that was significantly affecting revenue. Being able to rapidly test variations that restored the shopping cart flow helped us lift sales 4.10% not just on the ipad, but across all customer platforms. - Allen Harper, UI/UX Manager Motorcycle Superstore Remove the hover functionality and always display color options After discovering the winning variation on ios, the winner was implemented across all devices and platforms and drove a sales lift of 4.10 for all customers. 13

8 KIMBERLY CLARK BOOSTS CONVERSION RATES Kimberly-Clark is the company behind iconic global personal care brands such as Huggies, Kleenex and Depend. With 1.3 billion people in 80 countries buying Kimberly-Clark products every day, the company has an opportunity to build engaging experiences that add value to consumers across their life spans, and through various digital channels. CONVERSION For Kimberly-Clark, marketing fundamentals are focused on the consumer, and wherever that consumer is engaging with Kimberly- Clark brands. The 24% lift in conversion rate represents measureable marketing improvements that translate into higher ROI. Put customers at ease while researching products like Depend Encourage customers to sign up for free samples Create opportunity for trusted engagement with customer GLOBAL LIFT IN 24% CONVERSION +17% GLOBAL INCREASE SIGN-IN RATES Webtrends helped Kimberly-Clark test different combinations of text and graphical elements, such as headlines and calls to action on free sample sign-up form Winning sign-up web page was instructional and eased apprehension: Simply fill out the form below to receive a sample. Kimberly Clark saw a 24% lift in conversion rates for free sample sign-ups of Depend products Results translate into higher lifetime value of the customer. CUSTOMER EXPERIENCE SURROUNDS EVERY TOUCH POINT BETWEEN YOUR BRAND AND YOUR CUSTOMERS, AND IS A KEY FACTOR IN LOYALTY, WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 15 AND RETURN VISITS, AND REVENUE.

9 +4% uplift in U.K. sales BRITISH FASHION DRIVES E-COMMERCE RELEVANCE AllSaints is a leading British fashion design house whose edgy tailoring has captured the eye of urban fashionistas across the UK. Following its success on the British high street, AllSaints has taken its collections to stores across Europe and recently to the US. The U.K. and U.S. ecommerce sites have also proved to be popular shopping channels for AllSaints target market, capitalizing on the rise of online fashion shopping at the higher end. Numerous simultaneous campaigns are used to launch new collections or promote popular clothing lines across the U.K. and U.S. Websites must be primed to keep customers revisiting and turning those visits into sales. Need to know which elements of website causing shopping cart abandonment. Webtrends ran tests during a sales period and a nonsales period to reveal how visitors responded to differing prices and stock availability. Used data from testing and targeting to optimize websites for a relevant customer experience. Company initiative to use testing and targeting as a business best practice to determine optimal website elements and offers. Website reflects brand and values, as well as regional differences and preferences in each of the territories the company operates. Lift in online bookings occurred rapidly, exceeding expectations within as few as four weeks % uplift in U.S. sales We have been able to identify and analyze which campaigns are driving sales, and what works in each country for different customer demographics James Wintle, Head of E-Commerce AllSaints WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc. 17

10 TESTING CONTENT FOR HIGHER CONVERSIONS emarketer aggregates and analyzes research from more than 3,000 sources, and brings them together in the most comprehensive digital marketing database in the world. emarketer s Total Access Subscription provides clients with full access to the thousands of charts, articles, and analyst reports in the emarketer database. Total Access Subscription is sold only through a callback from a sales representative, so the website s ability to generate qualified leads is critical. Increase landing page conversions to gain more qualified leads Understand which specific content elements drive conversions and why Webtrends executed a comprehensive optimization project that included A/B and multivariate testing on five page elements: navigation bar, product description, price display, how can we help you field name, and call to action button. Webtrends Optimize approach to multivariate testing identified an optimal page in just 29 days (versus 232 days for typical methods. A/B test comparing single and two-step funnel page proved single page increased conversions by 20%. emarketer discovered that price and product description had the most impact on conversions. Better organization of content into an easy-toread format brought a lift in conversions. 53% lift in overall subscription conversions in less than one month. EXPERTISE Testing provided emarketer with valuable insights: Customers liked a shorter product description, and showed a significant sensitivity to price. Optimization Consultant Webtrends 19

11 CALL US, LET S TALK North America sales@webtrends.com Australia, Asia +61 (0) australasia@webtrends.com Europe, Middle East, Africa +44 (0) emea@webtrends.com For offices worldwide, visit: ABOUT WEBTRENDS INC. Inspiration drives us. Digital intelligence guides us. Innovation remains our goal as we help brands re-imagine digital marketing. Webtrends dramatically improves digital marketing results for many of the world s most admired and innovative companies. Our solutions have set a gold standard for innovation, performance and value since we helped establish the web analytics industry in Our diverse portfolio includes customer intelligence and behavioral segmentation, targeting + scoring, optimization + testing, mobile and social apps creation and Facebook Page management, professional consulting services, real-time web analytics, unified digital analytics across mobile, social and web and general digital marketing wizardry. Webtrends OPTIMIZE PLAYBOOK Webtrends, Inc. WEBTRENDS OPTIMIZE CUSTOMER SUCCESSES Webtrends, Inc.