E-commerce marketing team optimizes for revenue
FSAstore.com increased revenue per visitor by 54%
FSAstore.com is a one-stop-destination for Flexible Spending Accounts, where visitors can buy FSA eligible products, search for services, and learn more about their FSA.
Their marketing team, led by CMO Ujjwal Dhoot, uses A/B testing and optimization to increase purchases across the website.
“We’re trying to be as nimble as possible and to grow as fast as possible,” says Ujjwal. “It was in our best interest to find something that marketing could take over and create a winning, converting recipe.”
The team meets monthly to strategize around new test ideas and then on a weekly basis to track current tests. During these meetings, Ujjwal’s team prioritizes which tests to take on based on impact and time involved to get each one up and running. They focus on areas of the conversion funnel where they know testing will have the greatest impact: the homepage, category pages, product pages, cart pages, and checkout pages. From there, they build a list of elements to test on each page (or across multiple pages) and prioritize based on believed impact. They also use Google Analytics to track user behaviors and patterns, and integrate that information directly into Optimizely to inform hypotheses.
FSAstore.com’s primary conversion goal is to consistently increase revenue per visitor (RPV). One particular challenge in reaching this goal is a high level of drop-off in the website’s customer purchase funnel.
We really take the concept of optimizing the campaign through every single channel we have. We want to make sure our customers are getting the best experience possible, and that we are also maximizing the marketing dollars spent to acquire them.
Ujjwal DhootChief Marketing Officer, FSAstore
See the result at fsastore.com
Ujjwal and his team believed that site visitors were getting distracted by too many options in the purchase funnel, especially on the site’s category pages. The original version of FSAstore.com’s category pages included a header with many different elements: a search bar, log-in options, contact information, and sub-categories featuring information on offers and benefits.
The original FSAstore navication experience on a category page.
The variation experience removed the top-level navigation from category pages.