Avangate success stories - shopping cart optimization

IObit Case Study

Shopping cart optimization success story

Software: security and system utilities

Site: www.iobit.com
Download the PDF version (1.45 MB)

IObit provides innovative system utilities that are as simple to use as they are powerful and reliable. They also make available free versions of their software, for personal or non-commercial use. IObit's flagship product, Advanced WindowsCare, has received numerous awards and positive reviews along the years.

The Challenge: Maximize Revenue and ROI

In the context on the economic crisis, the IObit marketing team had as Q4 2009 objectives to increase online sales and maximize return on marketing actions.  Ways to do this:

• Attract new traffic to the website (separate project);
• Improve customer experience throughout the online shop;
• Increase conversion rates and average order value.

Targets had to be achieved within a short timeframe.

• Shopping cart optimization
• Implementation of sales tools

As a response to the client's specific targets, an optimization campaign on IObit's shopping cart was initiated by Avangate in October 2009.

The optimization campaign took in account various factors, such as the number of steps in the shopping process, graphical elements on the page, selling tools employed in the cart and analyzed how each influence conversion rates and average order value in order to obtain a winning combination.

Step 1

Shopping cart vs. check-cart

One of the first tests consisted in identifying if the number of steps of the shopping cart process influenced significantly the conversion rate. An multi variate testing campaign was performed between a two page shopping cart (cart + checkout page) and checkout with cart functionalities (check-cart).

Step 2Graphical elements

Further tests were carried on graphical elements (buttons, headlines, logos) - design, position, color, size - and copy optimization. Various layouts were tested against each other and the checkout page was improved as follows:

• Security logos introduced on the page
• Billing form shortened by better organizing the fill-in fields, with different options for two categories: consumers / businesses
• Loading time reduced (by optimizing Java script)

Step 3Cross-selling

Taking a proactive approach, Avangate continued optimizing IObit’s checkout system in order to maximize sales through better conversion rates. The third and final step of the first project focused on cross-selling.

Based on the highest converting layout obtained via Steps 1 and 2 above, Avangate tested two check-out versions: one without, the other with the cross-selling option activated.

Version A - without cross selling option activated	Version B - with cross selling option activated

A/B testing results showed that, at no statistically significant difference in the conversion rate, the check-out page with cross-selling brought 6% more sales within the 20 day testing period.

• Conversion rate grew by 4%+ due to an optimized shopping cart layout with changes in graphical elements and improved page usability
• 6% more revenue following successful cross-selling implementation

Benefits

• Increased sales and average order value
• Improved customer satisfaction
• No financial effort: IObit obtained an increase in sales and customer satisfaction without extra investments in marketing campaigns; full customization and implementation done by Avangate

This A/B testing project was a success and we have the Avangate web marketing team to thank for helping us improve online sales results. Looking at the bigger picture, we really like the way in which we receive constant feedback and proactive advice from Avangate, via our dedicated account manager. We have gathered suggestions and ideas that made a difference along the line.

Hugo Dong   CEO - IObit - www.iobit.com

Wrapping up

Success of the project highlights the importance of testing and constant optimization and shows how even minor changes to a page can have a major impact on conversion rate and/or average order value.

Avangate offers advanced shopping cart customization and optimization capabilities and services, allowing vendors to increase online sales and control their business

How Avangate can help you

Avangate is an e-Commerce platform for electronic software distribution, providing all the tools and expertise you need to accept payments online, optimize the sales process and increase your visibility on the Worldwide Web.

For more information please contact us. We endeavor to reply to your query within 24 hours (working days).

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