(Search Engine Strategies /SES/ Conference & Expo San Jose) – RedEnvelope, a leading online e-tailer of personalized gifts and accessories, improves website visitor conversion by 4.4 percent, contributing approximately $2MM to its topline with its landing page optimization campaign by SiteTuners.com.
RedEnvelope chose SiteTuners.com for its landing page optimization engagement to increase the percentage of website visitors who added an item to the shopping cart after viewing a product-detail page in the online catalog. The product-detail page was chosen because all website visitors must traverse it on their way to a checkout and subsequent purchase.
SiteTuners.com, a landing page optimization expert company and charter Google Website Optimizer Authorized Consultant company, utilized the Google™ Website Optimizer (GWO) tool to implement the test and collect the data.
SiteTuners developed a written test plan that included 8 unique variables on the page that could take on 18 distinct values. The purpose of the test was to identify which of the 576 unique versions (“recipes”) of the product-detail page was the best, and to determine how much better it was than the original.
Subtle and very conservative changes to the product-detail page were tested in the expectation that even a small conversion rate improvement would result in significant topline revenue impact on the client. The scope of the test was intentionally kept modest in order to minimize involvement by RedEnvelope staff.
A subsequent head-to-head (“A-B Split”) test between the original and the best challenger was conducted to measure the amount of the improvement and to reach a high level of statistical confidence in the answer.
“Faced with the two available reports from GWO (piecewise winner and leading recipe), most landing page testers would choose just one for selecting the best challenger to test in the head-to-head follow-up,” said Tim Ash, president of SiteTuners. “Either of these decisions would have produced a sub-optimal result. However, since GWO collected the data in a full-factorial fashion, it was possible to export it and conduct a more sophisticated form of analysis.”
Advanced Data Analysis
Enough data was collected to examine “two-way” variable interactions. This allowed the understanding of how much each variable is affected by the presence of any other variable setting. For example: two-way interaction analysis allowed us to understand how visitors react to the “add to cart” button text in the presence of the blue button color.
The conclusions of the advanced analysis and findings of this engagement are:
• A fractional factorial design would have failed because of worse main effects estimates and the inability to detect the presence of very strong and numerous two-way variable interactions. Moreover, there are no common fractional factorial matrix constructions that would have exactly fit this test size and configuration.
• Using the piecewise winner or the leading recipe would have lead to suboptimal results.
• Using full-factorial data collection allowed a more sophisticated two-way interaction analysis, and led to the discovery of the best-performing recipe.
After the data was collected and analyzed, a new and improved version of the product-detail page was identified. The new page performed 4.4% better than then original (with a 99% confidence that it was better), resulting in an estimated $2MM to RedEnvelope’s topline.
SiteTuners (SiteTuners.com), a landing page optimization company, delivers the best-performing alternative landing page design with a verifiably higher conversion rate. With its proprietary non-parametric TuningEngine technology, SiteTuners runs 1000x larger tests on the same available website traffic and considers variable interactions, producing much faster and better results than alternative testing methods. SiteTuners guarantees return on investment (ROI) for each test, and will pro-rate or refund its fees if an improvement can not be documented. It also handles all of the work, with minimal impact on clients’ staff since there is no need for conversion testing or statistics knowledge. SiteTuners is an operating division of Epic Sky, Inc., a privately held company headquartered in San Diego, California.
DesignTuning, TuningEngine and SiteTuners are service marks or trade marks of Epic Sky, Inc. All other trade marks mentioned are the property of their respective owners.