The Good

Xerox sees an 86.7% Increase in Return Visitor Conversions

The Overview
Xerox is an iconic company, known for their rich history and deep experience with document technology products and services. Their digital printers and other products are used by businesses worldwide.

The Challenge
Xerox approached The Good, hoping to boost conversions on their B2B online printer and supplies ecommerce site (shop.xerox.com). Visitors were getting stuck on the path to purchase and abandoning their carts. The result was low conversion rates and a poor ROI on traffic generation spend.

The Process
After listening to the challenges Xerox was experiencing, The Good recommended our Conversion Advisory and A/B & Multivariate Testing. Those tools help us identify key problem areas.

The process began with our Stuck Score™ assessment and our in-depth conversion audit. Those proprietary tools readily revealed the pertinent issues. The conversion and site abandonment problems Xerox was facing were primarily due to a series of usability challenges across the site.

From there, we developed a testing roadmap that would allow us to optimize around the most challenging areas. We then set up and launched A/B and multivariate testing through our ongoing Conversion Growth Program™.

The Solution
Based on the Stuck Report audit, we identified a number of areas of opportunity. They included, but weren’t limited to:

– Site navigation and on-site search results were causing visitors to get stuck while trying to determine which Xerox printer was the best for their specific needs.
– The site was performing poorly on mobile devices.
– Visitors were experiencing a disjointed visual design and branding experience between xerox.com and shop.xerox.com, causing those visitors to desert the page because they thought they were no longer on the correct site. The path to purchase had too many extraneous steps and fields (user testing made that apparent).

Based on these areas, our hypothesis was that streamlining the path to purchase and expediting the checkout process would provide the biggest impact.

This involved defining the shop.xerox.com customer journey. To do that, we set up a visitor categorization system. We identified three types of prospects: existing customers, new printer shoppers, and new ink/supplies shoppers.

To prove these hypotheses, we designed a number of tests, including:

– We removed extra fields to simplify checkout
– We adjusted the content strategy of key pages along the path to purchase
– We revised or redesigned various visual elements to improve clarity on select pages

The results from the initial multivariate tests led us to run additional tests on the homepage, product detail pages, and other primary pages.

On the homepage, we tested a broad redesign. Our hypothesis was centered around improving the conversion rate of returning visitors – since they displayed a 60% higher likelihood of purchasing than first-time visitors. This single page redesign resulted in an 86.7% growth in conversions for returning visitors.

Next, on the product detail pages, we formed a hypothesis that reducing distracting content would increase conversion. We tested a cleaner page presentation and clarified the process for comparing pricing against local and online retailers. That test showed an 18.9% growth in revenue from add to cart conversions.

We also tested changes to the call to action. The test increased engagement by 15.2% and drove a 3.4% increase in those adding to cart.

Because of our rigorous testing protocol, it ultimately became clear that we should prioritize site visual design and user experience (UX) updates. That would also allow Xerox to re-platform to a more flexible ecommerce experience, incorporate a new mobile-friendly responsive design, and utilize the testing insights from the homepage, product pages, and other pages to inform a data-validated redesign of the user experience.

The Results
Today, as a result of the Conversion Advisory, coupled with A/B & Multivariate Testing, Xerox has incorporated our data-driven insights to provide a better user experience, turning many more browsers into buyers.

How They Got There
The results we unlocked for Xerox are the direct result of the following services:

Conversion Assessments & Advisory
A/B & Multivariate Testing
Conversion Growth Program™

Easton Baseball Increases Online Revenue by 240%

“Before working with The Good, our [digital marketing spend] ROI was 4.5 to 1. After working with The Good it was 9 to 1. It literally doubled. And we saw that because the Conversion Growth Program™ increased our conversion rate by 94%.” –– Stephen Lease, Director of Digital Marketing, Easton Sports

The Overview
Easton Baseball is the biggest manufacturer of baseball equipment in the world. From bats to batting gloves, helmets and catchers gear, they do everything baseball.

Easton is the official supplier for Little League World Series and over 90% of college baseball swings are done holding an Easton bat.

The Challenge
When Easton approached The Good, they were looking to resonate better with their target market of the 15-year-old elite baseball athlete and grow direct to consumer online sales.

Easton was also spending a large digital marketing budget to drive traffic to their site without a high return on their investment.

The Process
Easton engaged The Good to produce their initial user experience audit and data analysis, called a Comprehensive Ecommerce Conversion Audit. The report highlighted challenges that were barriers to consumers purchasing from Easton.

In addition, Easton went through The Good’s Conversion Growth Program™ customized for Easton’s specific online growth goals. The program identified and put into place a variety of user-experience improvements based on consumer feedback, as well as user-testing and decision-making based on data analytics.

“The program hands down paid for itself within the first six months.” –– Stephen Lease, Director of Digital Marketing, Easton Sports

The Solution
The initial research and resulting audit on Easton’s website by The Good revealed that most online shoppers within the target market were visiting the site on a mobile device. However, Easton’s site was not mobile friendly or built with responsive design in mind.

Utilizing the insights of the Comprehensive Ecommerce Conversion Audit and as part of the Conversion Growth Program™, The Good quickly worked with Easton to establish a mobile presence through the implementation of a responsive mobile friendly version of their website, directly engaging their target audience and resulting in a 659% increase year-over-year in mobile sales.

“Working with The Good we saw a 659% increase in mobile revenue. One of the main goals we had at Easton was to relate more to our target market, which is the 15-year-old elite athlete. So we wanted to become mobile.

With The Good and their Conversion Growth Program™ we were able to increase mobile revenue by 659% and achieve that goal of resonating with our target market.”

The Good’s user research also discovered that when parents were on Easton’s website looking to purchase a bat for their child, they were often met with a page of similar looking bats on the product category listing pages. They had no idea which bats were approved for their child’s league and what the differences were between technologies and price points.

“Working with The Good increased our sales, improved conversion rates, and enhanced the user experience. The Good keeps Easton.com real, relevant, and everlasting.”

Combining Easton’s product and competition league knowledge with The Good’s user experience design, The Good designed a bat finder allowing the consumer to make a few easy selections via drop-down menus to research and find the best product for their needs. This resulted in a much quicker path to purchase, increasing ecommerce revenues 240%.

“We saw a 240% increase in ecommerce revenue.”

Finally, The Good provided Easton with insight on which digital marketing channels were driving the highest consumer engagement, conversion rates and sales.

Combined with an improved user experience once consumers reached their site, Easton saw their overall conversion rate increase by 94%, resulting in a 9 to 1 return on investment.

The Results
Today, through engaging The Good’s Conversion Growth Program™, Easton has seen a 240% increase in ecommerce revenue, a 94% increase in conversion rate, a massive 659% increase in mobile revenue, and an overall 9:1 return on investment.

“The biggest impact I saw when working with The Good, from a pure stat level, was the 94% in conversion rate increase. But the biggest thing that you can’t really quantify is the confidence.”

How They Got There
The work we completed for Easton Baseball included a combination of several of our service offerings, but these particular outcomes are the direct result of the following services:

Comprehensive Ecommerce Conversion Audit
Conversion Growth Program™
Data-Driven Redesign
A/B & Multivariate Testing

Knoll Grew Revenue By 20x With Help From A Conversion Audit

“It felt like a real partnership—they were so excited that we had taken the learnings and applied them. The data showed that they were the right recommendations and that they were having an impact. So that was a very cool moment for us.” –– Pete Fallon, Director of Digital Design, Knoll

The Overview
For more than 80 years, Knoll has been designing workplace and residential furnishings that connect people to their work, their lives, their world. Today, they offer a comprehensive portfolio of thoughtfully-designed products that can adapt to changing environments both at home and in the office.

The Challenge
When you’ve been in business for almost a century, it’s natural to have a few areas where you’re just a step or two behind the latest technology and trends.

As the calendar flipped to 2020, the biggest digital design challenge Knoll had was an aging website – one that wasn’t originally built to optimize for online sales.

When Knoll first launched their website in 2012, the goal was to use it as a customer research platform. After viewing the products online, customers would contact a dealer or visit a retail store to complete the purchase. But over time consumers behaviors evolved and customers showed an increased interest in purchasing pieces directly from Knoll through an online storefront.

“We were dealing with an aging website that was designed for a very different time in the furniture market, especially the ecommerce furniture market. There wasn’t a lot of assumption that people would make the scale of purchase online that we’re seeing today.”

– Pete Fallon, Director of Digital Design, Knoll

In 2020, Knoll knew it was time to improve their online shopping experience. Their goal was to make small improvements to their existing site, while simultaneously building a new one that would better reflect their current brand and offerings.

As a company that understands the value of well-researched, high quality design, they decided to look for an outside perspective from an expert in conversion-focused website optimization. This was when Pete and his team at Knoll were introduced to The Good.

The Process & Solution
After an initial conversation and brief overview, The Good suggested their Comprehensive Conversion Audit™ to Knoll. This service is for companies looking to get a full, end-to-end audit of their website, diving into strengths, weaknesses, and opportunities for improving your on-site conversions.

While Pete’s team expected to see issues they were already aware of in the audit, there were plenty of findings that still surprised him.

“They identified some other issues that we didn’t really think were issues or things that we didn’t believe would have a large impact… It was surprising how many small areas of improvement can lead to some serious gains in terms of conversion,” said Pete.

These findings were presented to Pete and his team in a 60-page report, which discussed Knoll’s opportunities for updating their navigation menu, improving product imagery, and reducing mobile cart abandonment.

But the extensive report isn’t the only perk included in the Comprehensive Conversion Audit™. Knoll had dedicated Q&A time with The Good to review the audit results. The Good also shared a full roadmap, which included an A/B and multivariate testing program and a conversion improvement action plan.

“There was a lot of data, and I appreciate the way they present it upfront. We look at the data all the time, so it wasn’t that they added the data, but they added context and the visibility that makes the data have some more humanity to it, which was compelling for us to know what to fix.”

– Pete Fallon, Director of Digital Design, Knoll

Among many improvements on the checkout page, The Good worked with Knoll on three main enhancements over the past year: the navigation menu, configuration, and mobile experience.

? View more details at: https://thegood.com/case-study-knoll/