Webtrends Optimize® testing sees a 22 per cent uplift in average order value and conversion rates increase by 3 per cent
07/25/2014 London, UK
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.”
About RS Components
RS Components and Allied Electronics are the trading brands of Electrocomponents plc, the global distributor for engineers. With operations in 32 countries, we offer around 500,000 products through the internet, catalogues and at trade counters to over one million customers, shipping more than 44,000 parcels a day. Our products, sourced from 2,500 leading suppliers, include semiconductors, interconnect, passives and electromechanical, automation and control, electrical, test and measurement, tools and consumables.
Electrocomponents is listed on the London Stock Exchange and in the last financial year ended 31 March 2014 had revenues of £1.27bn.
Webtrends offers a portfolio of digital solutions that help brands understand consumer behaviors and enable them to act on those insights in the very moment they need to act. Utilizing advanced big data analytics, Webtrends solutions provide a consistent customer experience across all digital channels on any device the customer uses, helping brands remain connected and relevant to their customers, increase productivity and maximize yield on investments.
Webtrends transforms digital experiences for approximately 2,000 global brands including Microsoft, KLM Royal Dutch Airlines, Kimberly-Clark, HSBC, Marks & Spencer, npower, BMW, Toyota, The Telegraph, Lastminute.com and many more.