Clarks Uses Multivariate Testing to Improve Online Conversion Rates
Although in-store purchases generate most of Clarks’ revenue, the company has also seen a 60% increase in profitability of e-commerce operations. After being ranked as a top 10 online retailer in 2010, the company identified online sales as a key driver of future growth. The key to success hinged on gaining insights into why some visitors were leaving without making a purchase.
- Converting website visitors into repeat customers
- Understanding how website updates affected online sales
- Testing and optimization
- Implemented 36 successful campaigns.
- Manipulated sophisticated campaigns of 160 variants at a time.