PROBLEM: Fortune 500 B2C retail client had seen low and declining ecommerce conversion rates in recent months to years. As a major KPI, the business needed to turn this around in order to meet aggressive corporate targets.

FINDINGS: Multiple dovetailing findings indicated that while the ultimate consumer of the products sold by the retailer were teens and children, the primary buyers of those products (holders of the purse strings) were parents:

• Adobe Analytics data showed strong purchase correlation between product guides (age appropriateness, ratings), wish lists and sharing features.
• ForeSee Results data showed a disconnect between the featured on-site promotions and the buyers of the products.
• Conversion funnel data identified significant fall-out for specific steps within the checkout process.

ACTION: The business increased exposure to purchase-correlating features, tweaked on-site messaging to speak more to parents and decreased the required steps in the checkout process.

RESULTS: Conversion rate increased 20% over the course of one year.