Category: Case Study

After Market Automotive Parts Manufacturer is an industry leader in automotive filtration and technology.

DREAM. DELIVER. ELEVATE.

How PeakActivity helped an After Market Automotive Parts Manufacturer drive conversion & become a full-throttle D2C eCommerce business.

A year after implementing an agency redesign, our client saw a precipitous decline in site conversion & revenue.
PeakActivity was called in to get them back in the race.
STAGE 1: DREAM

To begin the Dream stage we performed a User Experience (UX) audit and an analytics audit to dive deeper into the challenges they were facing. An array of problems were uncovered, most notably the following:

Checkout: Issues related to checkout causing customers to abandon at higher than expected rates

Search: Poor guided-search implementations and confusing search results displays that negatively impacted product fundability

Design: Design-over-function issues created visual confusion for customers resulting in increased bounce rates

Site Speed: Overall site speed issues, with page load times running in excess of 6 seconds

Site Analytics: Gaps in data made for incomplete or problematic reporting

Business Processes & Communication: Multi-agency engagements across teams led to breakdowns in communication

A series of Collaborative Visioning sessions yielded a Phase 1 Roadmap along with wireframes and comps to begin correcting these issues. They established the nature and cadence of the agile implementation and clearly defined expectations for the client. The sessions were also a springboard to dream beyond the immediate need, and to start to imagine the future of their online presence.

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STAGE 2: DELIVER

With the Roadmap pointing the way, the PeakActivity UX team socialized clickable prototypes of key user flows to get directional feedback to help guide the technical implementation. The areas of the site addressed in Phase 1 were:

Checkout: Critical flaws and inconsistencies in checkout were remedied, thereby growing conversions

Header | Search (parts configurator) Redesign: Parts configurator was decoupled from header allowing each to function optimally

Category landing pages: A page structure heavy in graphics and high-level messaging was re-designed allowing customers to more quickly get to product

Site Speed: By optimizing files and re-designing pages, site speed was enhanced

Site Analytics: PeakActivity implemented A/B Testing programs, which worked to enhance customer experience and cultivate brand loyalty.

Business Processes & Communication: PeakActivity began the process of unifying teams and processes, yielding greater efficiencies across the board

Search Engine Optimization: PeakActivity increased organic and paid search results by refining on-page SEO measures, creating unique landing pages, and improving search rankings.

Conversion Rate Optimization: PeakActivity analyzed the points at which customers were abandoning carts, then optimized site paths to improve conversion rates.

“ I’ve found Peak Activity to be on the leading edge of web development and design, analytics and social media. They’ve done amazing work with my client – an after-market automobile parts manufacturer – on both the ecommerce digital structure and with social media. I highly recommend them to anyone looking for top-drawer results with all things digital.”

- Scott Koerner, Chief Marketing Officer at Chief Outsiders

INITIAL RESULTS

Through this engagement, PeakActivity delivered results that drove increases across key metrics for our client in order to make them successful and achieve their professional goals.

12%

Increase in site traffic

29%

Increase in site conversion

33%

Increase in revenue

45%

Increase in transactions

83%

Sessions from eMail

72%

Sessions from social media

STAGE 3: ELEVATE

After delivering positive initial results, PeakActivity has continued to keep an eye on future growth opportunities for our client’s D2C business. To that end, the following initiatives have begun:

  • Email Program: Providing strategic direction, as well as marketing and design execution 
  • Migration of site from legacy system to a modern eCommerce system: Moving from a sluggish, unwieldy eCommerce platform to XXXCommerce, a flexible way to build, optimize, connect and manage their content, merchandising and commerce for now and the future.
  • Ongoing site UX enhancements: Continue to identify and correct friction points in the customer journey
  • Testing & Continue improvement: Continue to identify and correct friction points in the customer journey, and enhancing the site UX accordingly

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Having a giant email list might look great on paper, but bombarding thousands of people with unwanted emails is super annoying–probably not the best way to gain customers. Your email list should be a collection of email addresses gained by engaging with potential customers through lead-generating campaigns. Sometimes reducing your email list of customers who aren’t interested is one of the best things you can do to gain the support of your loyal customers. If you are looking to grow, offer in-store opt-ins and include social sharing buttons to increase the chance that visitors will subscribe. If you create multiple, targeted subscription types, you’ll increase the chance that visitors will subscribe to one of them.
Make your email marketing campaign less spam-like by making sure that each email has a definite purpose. By creating a marketing email calendar, you plan and run a mix of content. Promotional emails can include any offers that your users might find beneficial. Email is a great opportunity to incentivize customers with promotions. If you can get them in the door, you can share what you have to offer, and what differentiates you from competitors. Additionally, all of your blog posts, white papers, and anything else you have to offer can be shared via email. The content will change, but email gives you the flexibility to always be relevant and specific. By making a plan, you won’t accidentally send a ridiculous amount of emails to the same people, and each email can contain something your customers want to receive.

Conclusion

PeakActivity happens to be pretty great at creating email marketing campaigns for our customers. We’ve successfully implemented non-spam like email campaigns for quite a few companies. One of our customers even saw 76.5% revenue growth by partnering with us. Visit our website for more information.
After delivering positive intial results for K&N, PeakActivity has continued to keep an eye on future growth opportunites for K&N’s D2C business. To that end, the following initiatives have begun:
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Power Analysis & Sample Size Estimation

The Experiment

Performing power analysis and sample size estimation is an important aspect of experimental design. Without these calculations, the sample size may be too high or too low. If the sample size is too low, the experiment will lack the precision to provide reliable answers to the questions it is investigating. In this case, it would be wise to alter or abandon the experiment. If the sample size is too large, time and resources will be wasted, often for minimal gain.

How - Gather

For each test, we will gather the following four data points before any code or resources are used. What is the primary performance indicator (KPI)? By how much do we believe our hypothesis will effect that KPI (effect size)? Our standard can be 1%, 2% ,3% What is the acceptable minimum confidence level – 90%, 95%, 99% (significance level)? What is the acceptable minimum power level- 70%, 80%, 90%? Often considered to be between .80 and. 90. Think of “Power” as the strength of the experiment. Statistical power is the probability that the test will detect an effect that actually exists. What is the current traffic size on the page being tested?

Why

Calculate

With these data points, (effect size, sample size, significance level, power) we can enter three of the four quantities and the fourth is calculated. The basic idea of calculating power or sample size is to leave out the argument that you want to calculate. If you want to calculate power, then leave the power argument out of the equation. If you want to calculate sample size, leave ‘n’ out of the equation. Whatever parameter you want to calculate is determined from the others.

What

Power Analysis - Checkout

Hypothesis/Success Criteria: If we clearly call out the guest checkout option then we will increase conversion by at least 2%.

What is the optimal sample size for the given hypothesis?

Sample Size (n) = Unknown?
Effect Size (d) = 2%
Power = 80%
Sig Level (alpha/confidence level) = 0.05 or 95%
Sample Size = 19,625

This tells us that we need ~20k sessions to reach 95% confidence to see a 2% increase in conversion at an 80% probability that the detected lift actually exists. If we do not reach a 2% increase in conversion at 95% conf. in the optimal sample size then we failed to reject the null hypothesis.

If we met the 2% increase in conversion rate at 95% confidence in ~20k then we would have rejected the null hypothesis.

Power Analysis For - Checkout - Guest Checkout - Current Results

What is the Power of our current test results? Sample Size (n) = 30,946 Effect Size (d) = 1.8% Power = Unknown? Sig Level (alpha/confidence level) = 0.12 or 88% Power = ~90% This tells us that there is a 90% probability our test we will be able to detect a change. However, there is only an 88% confidence level in that change. What do we do? We could accept 88% as “good enough”. We could re-run our power analysis with a smaller effect size. This will increase the sample size needed. Continue running the test.

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How PeakActivity Helped a Furniture Retailer Pivot During the Pandemic Through Low-Touch Commerce

Elevating customer experience through emerging technology.

About Our Client.

Despite advances in eCommerce, most furniture sales remain decidedly old fashioned. Sofas and sectionals tend to be big investments requiring the high-touch help of a sales professional. Our long-term partner, a South Florida retail furniture chain, turned to us to evolve this model with low-touch digital experiences that offer customers the same (or better) personalized service they know and trust in stores. When the pandemic struck, we accelerated this initiative, harnessing emerging technology, digital, and staffing solutions to help our partner evolve quickly. The PeakActivity team exceeded expectations, increasing our partner’s online average order value by 200% in just 90 days. 

Building A Virtual Shopping Experience.

When our partnership began, Retail Furniture Chain’s goal was to boost online conversions with a free design services program. In phase one, PeakActivity launched an on-site quiz to help customers identify their style preferences, direct them to furniture they might like, and connect them to a design services pro. 

Customer Interactions: A Quick How-To

Personal Protective Equipment (PPE) Brand struggled with customer service across their social media platforms. The challenge? They lacked the clear communication systems needed to accelerate response times. We delivered a tailored solution, creating and implementing Standard Operating Procedures, and creating a funnel to triage interventions. By engaging with PPE Brand’s audience through proactive outreach and by responding quickly to customer inquiries, PeakActivity produced rapid improvements in social reputation and a dramatic increase in followers and engagement.

Pivoting During COVID-19.

By the start of the pandemic, our furniture retail partner had implemented live chat, assisted digital shopping experiences, online quizzes, custom coupons, and more. Early successes helped the program quickly expand from just one virtual designer to a team of 15-plus, operating online 24/7. It’s since become a vital revenue stream and interest in these services has only continued with the easing of restrictions.

What Customers Say.

More Winning Low-Touch Strategies..

Reach out to our PeakActivity Team for low-touch commerce strategies that can help your business adapt and thrive.

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How to Measure the Impact of an A/B Testing Program

A/B Testing Program Overview

Below you will find an approach on how to better attribute and measure the impact of an A/B Testing program. If you find yourself asking any of the following questions, throughout your A/B Testing journey then you have come to the right place.

Problem Statements

What is the dollar value of an A/B Testing program?

How long should we attribute incrementality for the “go-forward” winning experience running at 100%?

How can I make sure I am running meaningful tests?

We are running all these tests but I am not seeing it hit my bottom line.

Benefits of a Positive Workplace Culture

What

This document is designed to show the total incremental revenue gained/lost for all tests run. This approach uses revenue per session as the primary metric to determine incremental revenue. 

“All data has its beauty, but not everyone sees it.”
Damian Mingle

How

This is a winning A/B test that ran at 50/50 for 35 days. 

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 2 - Calculate AVG Sales Lift

Avg Sales Lift = ( $34.77 ÷ $33.58 ) -1 = +3.54% NOTE: It’s important that this metric is at statistical significance( >95% confidence).

STEP 3 - Calculate the cost of running test

Explained: If the control sessions were to receive the test variant we would expect to get the same sales lift that the test variant received. Cost of running test = ( Control Sales: $2,081,976 * Avg Sales Lift: 3.54% ) = $73,783

STEP 4 - Calculate multiplier for traffic split

Explained: This is more important for multivariate tests. Standard A/B or 50/50 test uses a multiple of 2x. This is needed to forecast what this experience will receive while running at 100% Total Sessions = 62,000 + 62,754 = 124,754 Control Traffic Distribution = 62,000 ÷ 124,754 = 49.7% Test Traffic Distribution = 62,754 ÷ 124,754 = 50.3%

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 5 - Calculate Value of the Change if Rolled Out 100%

Value = (Cost of running test $73,783 * Multiplier 2.01) = $148,463

STEP 6 - Calculate Value Gained from Testing Period

Value = (Cost of running test $73,783 – $148,463) = $74,680

STEP 7 - Forecast Incremental Revenue for Experience at 100%

Test Duration = 35 days Avg Sales Per Day = ($148,463 ÷ 35) = $4,241 Projection = ($4,241 * 120 days) = $509,018 Explained: We recommend a 120 day forecast due to the always changing ecosystem. customer behavior, seasonality, promotions, site re-designs, development updates, and further A/B Testing make it difficult to expect consistent incremental lift for more than 120 days. You may also choose to run a winning test at 90/10 or 95/5 so you ensure that the experience is not negatively impacting KPI’s over time.

STEP 8 - Calculate Overview Program Value

Program Value = ( Winning test + Losing tests + Cost ) Winning test: Steps 1-7 Losing tests: Steps 1-3 negative number. Cost: We found that it costs ~$8-10K per test after meetings, creative design, test plans, analytics, development, and QA. For accuracy, we recommend that each program does their own cost calculations.

Summary

As we start running more tests we will want to show that the program is profitable. Using this process we can keep track of our win/loss ratio, our incrementality, goals, and more. This can validate that we are running impactful tests with meaningful hypotheses.

Not all tests will have RPS as a primary metric however we feel it should still be reported in the same fashion. This attribution model is not meant for all A/B practices however, all A/B practices should have some sort of program overview in place.

Useful excel formulas
Statistical Significance
NORMSDIST(ABS( test avg sales – control avg sales)÷√ ( test std sales^2 ÷ test sessions + control std sales ^2 ÷ control sessions )

Confidence Interval
CONFIDENCE.NORM (alpha 0.05, standard dev, size)

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Be That Voice in Your Customers’ Heads

Be That Voice in Your Customers’ Heads

How to Brace Yourself for the Voice SEO Revolution

Voice AI assistants are rapidly colonizing consumers’ homes. Amazon’s Alexa voice assistant has infiltrated its way into over 60,000 different gadgets, from your smart speakers to your car. Over forty percent of adults say they use voice search every single day, a prime opportunity for you to market your brand.

Marketing to all these people with all these AI voice options might seem a little tricky. The search results on your Alexa sound a little different from what you might find on regular ol’ Google. But, optimizing your marketing plan for voice search can be critical to your SEO (search engine optimization) success.

Be the answer to every question

Voice search smart assistants Siri, Alexa, and Cortana are making us rethink how we should manage our SEO strategy.

Consider a consumer who asks, “Alexa, is rice gluten-free?” Now, imagine you are a company that has recently developed a gluten-free rice product. You can already see the intent to buy, so all you have to do is put yourself on the other end of that question.

The same question in a text search would probably come up with a list of gluten-free rice brands and brand comparisons. You already know how to set your SEO for text. But the customer asking that question using voice search probably expects a response merely telling them yes or no and suggesting one brand and one price.

The SEO strategy to become that one company listed comes down to how well your content answers direct questions. Voice SEO categorizes by most popular, through continuous testing of conversion rates. Think of it as a constant race to win that one buyer.

Another aspect of voice SEO you may not have taken into account is tone. The tone of voice search is more natural and conversational. This means that your business, your website, and your content should also sound more like that.

It’s like shopping, but without the shopping

Beyond simply marketing your brand, consumers are starting to use voice search to actually purchase your products.

Right now, the options a customer has on a smart speaker consist mostly of hearing what the cart contains and adding and removing products. Walmart recently partnered with Google Assistant to introduce Walmart Voice Order.

So a consumer could order copious amounts of gluten-free rice without ever knowing about your brand. When they order the rice, they probably won’t hear options for a brand or anything else. The assistant simply provides you a “best match” product and brand based on previous purchase habits or recommended items.

So how can you become that “best match” brand? The answer is again voice SEO. Your SEO should adapt to create content that answers the direct search. It’s a winner-take-all game. Once a user has purchased your product, it will begin to populate their recent searches and product recommendations so the likelihood of repeat buys is increase

Conclusion

Voice SEO should definitely be up your sleeve as part of your marketing bag of tricks. Voice AI is not going away anytime soon as more and more people embrace this technology. Voice search acts as a medium of instant answers and instant eCommerce, so if you’re going to optimize for voice, make sure exact matching is one of your SEO priorities. Take into account your speed and your tone. Users want direct, specific answers and they want them fast.

PeakActivity works hard to create future-proof eCommerce solutions. Voice SEO is the future of commerce and we’re on it. If your customers could benefit from finding you by voice search, we can help you out with that. eCommerce is moving to voice and you need to move with it. Check out our website for more information.

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