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Services: Full service landing page test using the Google Website Optimizer.

Background: Red Envelope is a leading online retailer of high-end personalized gifts. The body of the product detail page was chosen because every visitor must traverse it on their way to buying. The conversion action was the percentage of people who placed an item in their shopping cart (a shopping cart "put"). If the top of the sales funnel could be widened, then a proportionately larger number of sales should occur.

The Engagement: SiteTuners developed a test plan with eight distinct variables, and 576 unique alternative versions ("recipes") of the landing page. The data was collected using the Google Website Optimizer in a "full-factorial" (round robin) fashion. After the data was collected, SiteTuners performed an advanced data analysis that considered context ("variable interactions") and was able to predict the best performing recipe. This best "challenger" was put into a head-to-head follow-up test against the original page.

The Results: At the end of the test, the best challenger was run head-to-head against the original baseline, and showed a 4.4% lift in percentage of shopping cart "puts". Assuming the back-end check out rate stayed the same, this single test would have added millions of dollars to Red Envelope's annual revenues (based on publicly-reported financials prior to their acquisition by Provide Commerce).

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