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Revenue in Simplification - Clearhead Skip to content part of Accenture Interactive What We Do Who We Work With Who We Are Contact Us Jobs Blog Revenue in Simplification Steve MaddenSpecimenStudy In short order Clearhead has wilt a hair-trigger partner on our journey toward data-driven decision-making. Mark Friedman, President of Ecommerce, Steve Madden Simplifying Checkout to Increase Revenue: An Experiment Steve Madden, one of the most iconic brands in footwear, was started with an $1,100 investment and a single store in Queens, New York. Today it is sold in over 80 countries worldwide and the visitor netted $1.4 billion in sales in 2015 alone. One speciality of the merchantry that’s helping to momentum Steve Madden’s growth: ecommerce. To remoter increase the momentum fueled by online sales, the Steve Madden Digital Team looked to create a testing and optimization program that would bring rigor and data-first process to their digital UX. With that in mind, they came to Clearhead with three specific objectives: Improve conversion rate on SteveMadden.com Implement/leverage Optimizely Expand Steve Madden Digital’s technical resources. Mark Friedman, President of Ecommerce at Steve Madden, moreover had the overarching goal of waffly the culture to embrace test and learn as a way of life. Problem The online checkout process is bogged lanugo by lengthy verbiage and many distractions. The team needs a way to increase checkout conversion rate by eliminating superfluous information and keeping customers focused on the sell. Hypothesis I believe that if we simplify the checkout spritz by paring lanugo content, then customers will be less distracted. If I am right, then order conversion will grow. Experiment Details Test Type: A/B Primary KPI: Order Conversion Rate Tools: HotJar, Optimizely Control Variation 1 Results This test was a winner! The simplified checkout spritz led to a 3.81% increase in order conversion rate. What unsalaried to these positive results? The paring lanugo of text helped move both the product summary and unscientific order total higher on the page, nudging visitors to protract through the checkout flow. Additionally, removing scramble on the page helped visitors focus on the primary goal of the cart page: getting information well-nigh the order and up-and-coming to checkout. Clearhead delivered the results of this test to the Steve Madden team in the format of a data story. Data storytelling is a key component of Clearhead’s methodology, as it allows the insight delivered by each test to be hands shared and consumed throughout the organization, from the c-suite to the practitioner level.  This reinforces the importance of test and learn throughout the culture. Beyond the TestIncreasinglyimportant than any single test was the transpiration in mindset for the Steve Madden Digital team. Today its culture is one of unvigilant experimentation, permitting continuous and iterative testing to guide future growth. Read the full data story Read increasingly specimen studies GateHouse Takes Big Step Towards Data-Driven Culture (Cart) Abandonment Issues To redesign or not? Ready to learn more? Let’s Talk Austin 3601 S. Congress Ave. Bldg. C302 Austin, TX 78704 United States View on Map Cincinnati 1311 Vine St Cincinnati, OH 45202 United States View on Map London 14 Grays Inn Road London WC1X 8HN United Kingdom View on Map Let’s talk. Services Partners Team Contact Us Jobs Blog Facebook Twitter LinkedIn © 2018 Clearhead. All rights reserved.