TenPeaks Outfitters

Digital Sales
Strategy Update
April 2023
Jared Pavlecic, Jeff Bissinger, Mark Lupo, Sola Ogungbe
 The Problem

TenPeaks saw a 12%

drop in total purchase
conversions from 2018 Our Solution
to 2019.
Enhance the checkout flow
experience to prioritize Guest
Checkout to hit our current year
sales targets.
Customer Breakdown
Count of Customers YoY Change in Members

Purchase Volume
2018
2019
 Product Category Sales Revenue Sales Volume

% Change in Sales YoY

TenPeaks saw a 6.6% drop in purchase conversion between
2018 and 2019.
2018 2019

Cart

Shipping
-11.86%

Payment
+6.3%

Review
-1.2%

Purchase
+0.01%
Assumptions and Hypothesis
1. If we redesign the home page to highlight our highest selling categories, then our customers will be
encouraged to purchase our already popular items.

2. If we move the promotional banners to the check out page, then our users will be encouraged to
complete their purchases.

3. If we make the “continue as guest “ button more visible, then our users will get to their cart quicker
and complete a purchase.

Hypothesis Statement
“We believe that making the “continue as guest” button more visible will encourage users to get to their
cart quicker and finish purchasing the items they have put in their cart. We will know we are successful
when our funnel conversion rate increases.”
Checkout Wireframes
A/B Testing Strategy
Control Variant Test Variant
A/B Testing Strategy
Our A/B testing strategy will help measure how the user’s behavior differs depending on the versions of the
“begin checkout page” the user’s experience. From the illustrations on the previous slide, our test variant
shows a visible and bolder call to action “continue as guest” as highlighted in the hypothesis statement.

The test variant will show us how users would react to the new call to action
which is expected to help nudge customers to complete purchases and eliminate
any indecisiveness. We believe this would increase the funnel conversion rate, thus boosting sales.

The following important steps make up our strategy:

● Goal: To increase the funnel conversion rate and increase sales
● Target audience: All users of our product
● Confidence level: Will establish a level of statistical confidence we need to act on test results.
● Length of test: We intend to implement a minimum run time of two weeks.

Next Steps:
● If the test is successful, we’ll implement the test variant.
● If the test is unsuccessful, we’ll explore other hypotheses we can test to solve our sales problem.
OKRs

Objective: Enhance the company website to drive growth after slow holiday sales.

Key Result 1: Increase Revenue by 25% (compare sales goal to past

performance data)

Key Result 2: Increase funnel conversion rate to 15%

 Recommendations
● Enhance the Checkout Flow
● Implement surveys after checkout to gauge
customer feedback
● Consider Homepage revisions going forward
Thank You