Shopping Cart Optimization Case Study
“Amadesa offers unrivaled Background
customer service. While [Link] provides turnkey e-commerce solutions to thousands of business
customers around the world by combining proprietary back-office automation with best
meeting to roll out our initial of breed technology partnerships. [Link]’s business customers served more than
optimization test and overhaul two million buyers, purchasing $220 million in merchandise in 2007 alone. To serve these
businesses, [Link] consistently seeks opportunities to develop best practices and
our shopping cart, Amadesa’s
increase efficiencies for its customers and their buyers. eMarketer estimates 59 percent of
team, from the top down, online power shoppers abandon a transaction; so even small improvements can translate
took time to discuss our into big returns for [Link] and its customers.
$10.6 million increase
vision and provide input on 3 Eliminate shopping cart
the best ways to enhance our bottlenecks to reduce user
conversion rates. They address in annual revenue abandonment
28% conversion rate
our questions and requests
Constraints
promptly and with the
2Checkout could not afford to make
utmost concern for our any changes to its existing shopping
Conversion Rate
continued success. We are cart, its underlying payment processes,
33%
very pleased with the validations, and steps, due to limited
Wave 1 Wave 2 28%
resources and technological capabilities.
increase in revenue we’ve
3.83% 4.89% Additionally, one of the key successes of
achieved using Amadesa’s 29% 2CO is their continued focus on listening
% Conversion
% Conversion
26.5%
technology and we will to their customers’ feedback and needs.
continue to partner with To do so, they frequently test different
recommendations they receive from
them moving forward.” 25% 25%
Control Amedesa Control Amedesa vendors, customers and others.
– Kristin Dach, CFO
for [Link] The problem The solution
Recognizing that bottlenecks in the
Amadesa applied its revenue optimization
checkout limit sales, [Link]
platform and Shopping Cart Optimization
sought to:
application to:
1 Increase the number of shoppers • Create several alternative versions of
completing the checkout process the checkout/shopping cart process
2 Remove conversion impediments without requiring changes to the
by improving its existing shopping existing cart
cart design continued on reverse
About Amadesa • Test each different version against About
Amadesa delivers a Software the pre-existing “control cart” [Link], Inc.
as a Service (SaaS) platform simultaneously [Link], Inc. (2CO) is the
that analyzes behaviors to guide • Analyze the traffic and look for areas authorized reseller for thousands
user choices and outcomes, of friction of tangible or digital products and
growing customer revenues • Reduce cart abandonment services. Established in 1999 and
and improving conversion Amadesa modified the entire user headquartered in Columbus, Ohio, 2CO
rates. Five primary applications checkout experience by A/B testing more provides turnkey e-commerce solutions
comprise its integrated, best- than twenty-five aspects of the purchase to thousands of business customers
in-class optimization platform: funnel to identify the ideal structure. A around the world. 2CO’s proprietary
A/B and Multivariate Testing, few of the optimized aspects included: technology supports back-office
Online Forms and Shopping Cart • Introduction of a progress bar functions including financial reporting,
Optimization for Content Providers customized for each checkout flow tracking, fraud prevention, affiliate
and Online Marketers, Rules- tracking, customer service and sales
based Targeted Content Delivery, • Placement and nature of error
tracking. In 2007, 2CO serviced over 2
Dynamic Personalization, and messages throughout each step
million buyers for a total of over 220
Product Recommendation Engine. • Existence, placement, and removal of million in sales. The site serves of an
Amadesa’s platform enables clients exit points average of over 9.5 million page views
to dynamically personalize and per month. Since inception 2CO has
• Improved marketing messages such as
measure their customers’ online maintained a steady and maintainable
enhanced security and branding
experiences, driving engagement growth. The company’s approach is
and increasing clients’ ability to geared towards providing quality
convert online traffic. To learn Results service to new and existing clients
more, visit [Link]. Results were validated to prove
without feeling the need to expand at
statistical significance over time.
a rate that would sacrifice service to
Highlights include:
our clients. For more information, visit
US Office • 28% conversion rate [Link].
1611 Simpson Street, #3
• 4.87% increase in conversion
Evanston, IL 60201
Ph. 866.321.8245 F. 847. 864.4297 rate, which led to
EMEA Office • $10.6 million increase in
Paz Towers, 5 Shoham St., 6th Flr annual revenue
Ramat Gan, 52521, Israel
Ph. +972 3 753 4490
F. +972 3 753 4493
[Link]
Sales
sales@[Link]
Partners
partners@[Link]
information
info@[Link]