We then set up and launched A/B and multivariate testing through our ongoing Conversion Growth Program™.
Based on these areas, our hypothesis was that streamlining the path to purchase and expediting the checkout process would provide the biggest impact. To do that, we set up a visitor categorization system.
Their digital printers and other products are used by businesses worldwide.
Xerox approached The Good, hoping to boost conversions on their B2B online printer and supplies ecommerce site (shop.xerox.com).
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. 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.