Webtrends Optimize™ testing sees a 22 per cent uplift in average order value and
conversion rates increase by 3 per cent

Webtrends, the global leader in digital marketing solutions, has partnered with electrical and electronic components distributor RS Components to deliver significant sales uplift.

RS Components has operations in 32 countries and offers approximately 500,000 products through online, catalogue and in-store sales channels to more than 1 million customers. Around 60 per cent of RS Components’ business is handled online, meaning it is imperative that the website is simple for customers to use and optimised to drive conversions. RS Components brought Webtrends on board to see what specialised testing and targeting would reveal.

Webtrends Optimize delivers a complete selection of test and target types, including A/B, multivariate tests, advanced segmentation, behavioural targeting and personalisation. It provides reliable results, scalability to grow with success and simple yet comprehensive reporting to provide actionable insights.

Through Webtrends’ multi-variate testing, RS Components was able to look at key stages in the purchase process to improve the user experience through effective design. The company deployed Webtrends Segments across its UK website to analyse customer behaviour through the sales funnel.

Following testing of the homepage, RS Components saw a 3 per cent increase in conversion for returning visitors. A further basket accessories test saw a 22 per cent uplift in average order value, and a test aimed to increase average order value through promotional incentives saw an increase in average order value of €10 per order.

Rob Lynch, Web Testing Manager, RS Components, says: “When we first started working with Webtrends, we hadn’t done much in the way of optimisation. However, my team believed strongly in its potential and the results speak for themselves. The business now sees so much value in optimisation that I have to fight off business units for use of my team’s resource. We have perpetual multi-track testing planned six months in advance.

“What we enjoy about working with Webtrends is that the team knows our business inside out and offer invaluable strategic support and consultancy. Whereas initially Webtrends was a deliverer of our test ideas, now every test is a true collaboration.”

Hugh Kimber, Regional Sales Director, Webtrends, says: “RS Components is a poster child for what is possible in just a short time. The wider business quickly saw the benefits offered by optimisation and it now underpins their entire online strategy as RS Components seeks to deliver ever-better experiences for its customers. We’re delighted to have been on the journey with the team and look forward to many more successes in the future.”

Published on: 11:19AM on 5th August 2014