Webtrends, the global leader in digital marketing optimisation and relevance through real-time, unified analytics and customer intelligence, today announced that ACHICA, the luxury online lifestyle store, has implemented Webtrends Optimize™ to improve online conversions by optimising the customer experience and, more specifically, the payment page by testing the success of offering PayPal.
ACHICA wanted to offer PayPal as an additional payment option to improve conversion rates but were concerned by the additional premium on sales. ACHICA needed to ensure the uplift would be high enough to cover the incurring costs and deliver ROI.
ACHICA selected Webtrends for its Optimize A/B and MVT testing and targeting platform to not only track conversions on its site but also the order value, payment method, and visitor behaviour by device, country and browser. Webtrends delivered a fully managed service to ensure the long-term optimisation strategy is executed in line with growth expectations.
Webtrends carried out a series of tests on the payments page to establish the net effect on transactions by offering the option to pay using PayPal. During the testing period, existing debit and credit payments continued to be available but the introduction of a PayPal button was placed in full view. The result saw PayPal used for 29.1% of all transactions, and the number of overall transactions increased by 3.22%. Mobile users responded even more positively with a slightly larger uplift in transactions at 3.63%.
ACHICA were able to discover different customer segments and insights from data captured on attributes such as location, device, browser and payment method. Testing found conversion rates were higher for both UK and non-UK visitors, however the increase was significantly higher for non-UK visitors (7.88% as opposed to 2.95%).
ACHICA has plans to use more Segment Discovery to identify specific members and deliver personalised and targeted content as the company continues to build on its already flourishing membership base.
“ACHICA follows a flash sales model and there are critical points in the journey that can result in customer abandonment” comments Adam Constantine, Head of Insight & Analytics at ACHICA. “Not only did we want to maximise conversions but also create a clean and simple experience for our users from the point of registration, all the way through to purchasing. Using Optimize we have access to valuable insight into how our customer’s experiences online can be improved and, in turn, this can ultimately help to drive sales. Working with Webtrends has enabled us to move one step closer to achieving the optimum customer experience for our members. The capabilities of Optimize are vast and we’ve only touched the surface with the tests we’ve conducted so far with the help of Webtrends. We look forward to building on our relationship with Webtrends and excited for what the future holds.”
“Whilst online retailers predict higher sales for 2013, competition for share of consumer spending is fierce” comments Chris Kennedy, Optimisation Consultant at Webtrends EMEA. “As the number of websites selling goods at competitive prices continues to rise, so too does customer expectations. Creating personalised experiences online should therefore be high on retailers’ agendas. By using data captured on customer behaviour, whether it is what device or browser they are using or where they are making a purchase from, retailers can personalise content to suit these segments.”
“Offering customers a wide choice of payment methods is a good area to develop, particularly as more and more retailers look to sell overseas. ACHICA was keen to offer PayPal to its members but required tangible results before implementing the offering. The results we saw sealed the deal for ACHICA as our Optimize solution works to enable online retailers to measurably increase conversions and revenue, and get a 360 degree understanding of visitors’ likes and dislikes, based on fact, not guesswork. ACHICA is a fantastic and dynamic brand to be working with and we look forward to helping drive them forward.”
Published on: 10:41AM on 3rd September 2013