Internet Retailer recently featured long-time SiteSpect client, Wayfair. The home furnishing e-retailer usually runs 15 to 25 tests a month, and tests nearly every change it makes to its site. And that testing has proved lucrative: The retailer’s data-driven approach has helped it grow its online sales 265% in the past five years—from $251 million in 2009 to $915 million in 2013.
You never know what changes on a web site will boost sales, says Jeff Hannan, Wayfair LLC’s senior manager, site testing and customer analytics.
The retailer’s A/B and multivariate tests uncovered that some simple tweaks, like changing the order that information is listed on Wayfair.com’s product pages, can big results. Other more pronounced changes, like a complete page redesign that the retailer had high hopes for, failed to produce gains, and in some cases those sorts of changes led to a drop in the site’s conversion rate, he says. Read the rest of the Internet Retailer article =>.