Katie Fernands, Internet marketing manager at Colonial Candle , thought Web site visitors prefer shorter pages to lengthier ones. So, Fernands was surprised when tests on the company's e-commerce site revealed that longer ones performed better than the shorter pages
Katie Fernands, Internet marketing manager at Colonial Candle, thought Web site visitors prefer shorter pages to lengthier ones.
So, Fernands was surprised when tests on the company’s e-commerce site revealed that longer ones performed better than the shorter pages.
Fernands, whose team uses Google Website Optimizer, now weaves testing and tuning into the site’s daily processes. (Colonial Candles was one of four businesses selected to participate in Google’s Website Workout contest.)
Other changes made after testing included using larger images and a larger font size for text.
Another surprise? Small changes to the e-commerce site — thanks to testing and optimizing — could result in such a large revenue increase. The site realized an additional $20,000 in revenue for one month based on changes to the site, according to Fernands. “The Web is so subjective,” she said.
BEFORE:
AFTER:
More about:
Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceThe Merkle B2B 2023 Superpowers Index outlines what drives competitive advantage within the business culture and subcultures that are critical to succ...
View resourceMaking forecasts and predictions in such a rapidly changing marketing ecosystem is a challenge. Yet, as concerns grow around a looming recession and b...
View resourceEight fresh launches this week — spanning viral food mash-ups, brand reinventions, and nostalgia-fueled creative. Read More...
View articleA J.Crew storefront sign in New York City. From Ivy League Catalogs to Chapter 11 A Preppy Phenomenon Is Born J.Crew launche...
View articleAs healthcare apparel evolves beyond basic uniforms to premium lifestyle products, FIGS leads with purpose-driven branding and global ambitions—but me...
View articleRetailers are building media empires, creators are becoming sales channels, and brands that connect the two are redefining how products get discovered...
View articleA Holistic Approach to Measuring DTC Success Beyond Amazon Read More...
View articleAdobe’s 2024 results showcase the power of subscriptions, but the model’s challenges are prompting businesses to rethink how they deliver value and re...
View articleEven retail giant Amazon needs a little Hollywood magic during the holiday season. Read More...
View articleCannes Lions, where the advertising world's most daring minds gather to redefine the rules of engagement. This year, a new creative order has emerged,...
View article
Leave a Reply
You must be logged in to post a comment.