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2Co Website Testing Case Study

2Co Website Testing Case Study

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Published by Amadesa, Inc.
Checkout how 2Co used A/B and Multivariate testing to increase conversions by over 49,000 per year.
Checkout how 2Co used A/B and Multivariate testing to increase conversions by over 49,000 per year.

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Published by: Amadesa, Inc. on Jul 07, 2010
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THE PROBLEM
Each year, millions of shoppers rely on 2Checkout to make purchases online.For even the smallest retailer, a fractional uptick in conversions can meanthousands of dollars in increased annual revenue. In order to ensure itprovides retailers with the best possible user experience, 2Checkout knew
it needed to conduct continuous testing of its purchase flow.
2Checkout needed to answer business-critical questions, including:
Why do shoppers abandon carts before purchase?
How do specific graphical elements affect customer behavior?
Do logo links disrupt the purchase flow and confuse customers?
What is the importance of security badges on the site
Does their placement affect conversions?
Case study: 2Checkout.com Uses Ongoing A/BMultivariate Testing from Amadesa to IncreaseConversions, Reduce User Errors On Site
Our experience over the pastyear has taught us to avoid
the temptaon to rely on
one or two tests. Change isinevitable in e-commerce,
so we connuously test inorder to offer our customers
the best possible userexperience and the highestconversion rates. 
- Vic Cleary 
Manager, Merchant Consultant 
2Checkout.com, Inc.
THE SOLUTION
2Checkout implemented Amadesa’s A/B and Multivariate testing tool to decrease abandonment between the shop-ping cart and 2Checkout’s purchase routine, as well as to better understand online shopping behavior. Over a period
of one year, 2Checkout ran three distinct purchase flow tests. Throughout that time, a number of redesigns showed
continuous upticks in conversions while several seemingly benign user errors negatively impacted conversion, calling
for more sophisticated changes to reduce time on site and better assist shoppers through the purchasing flow.In 2Checkout’s first A/B test, the company looked at a control version of purchase compared to 16 redesigned pages
to examine the impact of small page adjustments. Redesigns included drawing more attention to security themes,
turning off links to logos to ensure customers continued properly through the purchase flow, and shifting the pagelocation of payment logos. This testing wave also featured a version separating the billing page into two steps instead
of one, hiding an automated order summary graphic and excluding alternative international payment methods once acurrency was chosen.
In its second and third set of tests, 2Checkout built on initial findings to determine if multiple adjustments to the page
would have a compounding effect on conversion. In addition to the “control” page, winning page designs from the
first wave were retested along with new designs that showed promise. The company ran validation tests on hidingthe foreign currency buttons to avoid unnecessary surfing, splitting the billing page into two steps and enhancing
security themes, as well as experimenting with red and blue versions of the “continue checkout” buttons.

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