Motorcycle Superstore’s Testing Win: $2.5 Million in New Sales
Motorcycle Superstore thought a new, more organized checkout process could improve its conversion rate, but didn’t know exactly which changes to make and what effect they might have. The retailer used Webtrends Optimize to conduct a series of A/B tests, checking different and evolving variations of its checkout process.
Overview
Bikers have been getting their vroom vroom from Motorcycle Superstore since 1999 . It’s the top online retailer in the motorcycle and powersports industry, ranked in the top 10 of all sporting goods sites and top 200 of all e-commerce sites by Internet Retailer.
Challenge
Motorcycle Superstore thought a new, more organized checkout process could improve its conversion rate, but didn’t know exactly which changes to make and what effect they might have.
Solution
The retailer used Webtrends Optimize to conduct a series of A/B tests, checking different and evolving variations of its checkout process.
One improvement came by showing customers the goods they were buying alongside their payment information as they entered it, creating an incentive to complete the form. The old checkout page did not display the items being purchased. The Webtrends Optimize team also helped Motorcycle Superstore tweak its View Cart page to convey a greater sense of security and legitimacy. The old bare-bones layout was augmented with bolder graphics and additional badges detailing the site’s security measures.
Results
The new, improved funnel worked. The new checkout process performed better than the old. Motorcycle Superstore added $2.5 million in incremental sales. The new checkout process represents significant newfound – previously unrealized –revenue.
“Refining our pages with Webtrends Optimize helped us turn more shoppers into buyers,” said Jason Miller, CTO/VP of Technology at Motorcycle USA, LLC.
Motivated by its success, the company is now running A/B and multivariate tests on the location and treatment of alternate payment methods. It is also examining the order of content presentation to see what works best, testing express checkout, standard billing and shipping.
