CASE STUDY

Web 2 Market and CorvetteCollection Prove the Importance of Continuous Testing

CorvetteCollection is an authorized retailer of Corvette branded merchandise. Officially licensed by General Motors, CorvetteCollection is managed by Burston Marketing, a promotional marketing company that specializes in branded programs for several automobile and lifestyle brands.

Web 2 MarketCorvette Collection

Web 2 Market and CorvetteCollection Prove the Importance of Continuous Testing

Seeking to boost conversion rates and revenue per visitor (RPV) on their CorvetteCollection site, Burston Marketing approached their Magento system integrator, Web 2 Market. As a Magento partner, Web 2 Market already had clients enrolled in the Mobile Optimization Initiative and suggested that CorvetteCollection sign up to take advantage of powerful standardized community testing.

As a member of the Mobile Optimization Initiative, CorvetteCollection could learn from the community, run experiments on their site, and determine which eCommerce changes to implement — and which to avoid.

Interested in working with Web 2 Market on optimizing your Magento site? Contact them today.

CorvetteCollection Identifies Problem Areas in Their Traffic Funnel

CorvetteCollection Identifies Problem Areas in Their Traffic Funnel

In August, 2018, as Web 2 Market onboarded CorvetteCollection into the Mobile Optimization Initiative, they immediately identified the problem areas in their eCommerce traffic funnel. Customers were not converting from window shopper to shopper nor from shopper to buyer at an optimal rate. In other words, CorvetteCollection site visitors were leaving the site too early in the checkout funnel and failing to complete sales transactions.

CorvetteCollection eCommerce Traffic Funnel

  • All Visitors: All traffic that lands on the site
  • Browsing Visitors: Traffic that visits more than one page
  • Window Shoppers: Traffic that visits more than one page, including a product page
  • Shoppers: Traffic that adds items to the shopping cart
  • Buyers: Traffic that completes the checkout process

According to data from Web 2 Market, those that add an item to the cart AND complete the purchase, is 25.9% of mobile shoppers and 39.2% for desktop shoppers respectively.

For CorvetteCollection, conversion rate among mobile shoppers was lower than expected. Generally as a benchmark, the mobile conversion rate (shopper to buyer) is around half of the desktop conversion rate but CorvetteCollection’s mobile conversion rate was sitting at just 42% of its desktop conversion rate.

There was definitely an opportunity to improve the conversion rate for mobile shoppers.

Out of a possible 130 experiments, Web 2 Market chose two experiments that delivered particularly fascinating insights: Simplified Cart Header and Zip Code AutoFill.

Simplifying the Cart Header Boosts CorvetteCollection’s Mobile RPV

By removing the links from the header on the cart page, CorvetteCollection removed distractions for mobile buyers and made the whole checkout experience more streamlined.

CONTROL – MOBILE

TREATMENT – MOBILE

0
%

Mobile Revenue per Visitor Lift*

0
%

Tablet Revenue per Visitor Lift

The experiment had a positive effect on revenue per visitor across all devices.

The impact was particularly strong on mobile and tablet devices which saw lifts of +23.03% and +68.94% respectively.

Since removing the distractions from the cart header speeds up the checkout process, it could be argued that it reduces the likelihood that shoppers will second guess their buying decisions. The transactions are completed faster so shoppers avoid overthinking their purchases or taking an “I’ll think about it and buy it later” approach.

Mobile Optimization Initiative Community Results

Desktop (Average Lift)

RPVCRAOV
+2.84%+1.51%+1.09%

Mobile (Average Lift)

RPVCRAOV
+0.43%+0.23%+0.38%

Tablet (Average Lift)

RPVCRAOV
+1.98%+0.46%+1.36%

CorvetteCollection
Results

Desktop (Average Lift)

RPVCRAOV
+7.92%+6.38%+0.38%

Mobile (Average Lift)

RPVCRAOV
+23.03%-0.01%+22.37%

Tablet (Average Lift)

RPVCRAOV
+68.94%+30.12%+27.45%

Zip Code AutoFill Performs for Other Merchants…but for CorvetteCollection only a slight increase on Mobile

Zip Code AutoFill is one of the most popular experiments conducted by the Mobile Optimization Initiative. The experiment reduces the amount of typing required during the payment process by auto-completing address details based on the zip code entered. This creates a more enjoyable user experience and increases the chances of checkout conversions and completed sales.

Zip Code AutoFill has been consistently delivering positive average results for merchants across the board for almost a year in the Mobile Optimization Initiative. However, Corvette Collection’s experience proves the importance of testing on an individual level — what works for one merchant may not work for another.

The experiment had very little impact on CorvetteCollection’s performance, seeing only negligible lifts across desktop and mobile. Tablet performed well but the sample size was not large enough to draw confident conclusions.

Mobile Optimization Initiative Community Results

Desktop (Average Lift)

RPVCRAOV
+5.69%+1.99%+3.05%

Mobile (Average Lift)

RPVCRAOV
+5.71%+4.46%+1.39%

Tablet (Average Lift)

RPVCRAOV
+11.12%+5.46%+4.42%

CorvetteCollection
Results

Desktop (Average Lift)

RPVCRAOV
+0.49%-10.63%+11.45%

Mobile (Average Lift)

RPVCRAOV
+3.43%-13.48%+19.54%

Tablet (Average Lift)

RPVCRAOV
+44.67%+16.22%+23.11%

The Bottom Line: AB…T → Always. Be. Testing.

CorvetteCollection’s results — and the results from the Mobile Optimization Initiative — often seem too good to be true. However, there is no witchcraft involved — the data simply doesn’t lie.

As we noted in the Zip Code AutoFill experiment, what works for one merchant may not work for another. And what works for one merchant today may not work for the same merchant tomorrow, or next week, or next year.

After all, high-performing eCommerce sites from five years ago look nothing like the high-performing eCommerce site of today. The pace of change is faster today than ever before. Demographic changes, technology changes, and shifting competitive landscapes all contribute to the changing expectations about what an ideal eCommerce website should be.

As a result, merchants must test their sites continuously to remain relevant. Continuous testing is the key to CorvetteCollection’s success.

The key takeaway from CorvetteCollection’s experience is akin to the old sales adage, “Always Be Closing,” but instead, merchants today must “Always Be Testing.” Test your theories and make sure the changes you’re proposing are actually making a difference on your site.

SUMMARY

The Challenge

Improve conversion at the bottom of the eCommerce traffic funnel.

The Solution

Standardized community testing through the Mobile Optimisation Initiative for insights on enhancing the checkout process.

The Lesson

Every merchant site is different on any given day. Continuous testing is the key to eCommerce success.

INTERESTED IN LEARNING MORE?

Join the Mobile Optimization Initiative to benefit from the insights of an entire community and start conducting experiments on your own site in an efficient and sustainable way.