eNavi & Xtrema.com Realized an Additional ~$755,000 In Revenue From Simplicity-First Tests. With Convert Experiences.

The Challenge: Going Beyond “Okay”.

What do you do when your control is working just about okay…. But you are hungry for near dramatic improvements? 

Improvements that have the potential to unlock an additional 15% of your net revenue. 

Two things: 

• You (triple) down on understanding purchase intent & sophistication of your buyers. 
• You go all in on crafting a site journey that gets out of their way as much as possible. 

This is exactly what eNavi and Xtrema.com did. 

60% of traffic to the Xtrema site did not view a product. And this held true for traffic across all channels. 

Xtrema buyers were fairly savvy. They had shopped cookware before. 

Informed by past tests run for its varied clientele, eNavi decided to zero in on 3 potential problem areas where the Xtrema website was concerned: navigation menu, homepage hero & sub-hero, and collection pages.

eNavi: 

• Added custom GA4 events (via GTM) to track user behavior in the three problem areas. 
• Added a Lucky Orange instance to illuminate trends & patterns in interactions and element discovery. 
• Triggered pre and post-purchase surveys for qualitative and “WHY” focused insights. 

Based on preliminary findings, two tests were run. 

One on the main navigation menu, and the second test was run on the sub-hero section of the home page. 

The hypotheses were as follows:

The Tests: Simple Is Often the Best Solution. 

We’ve shared the test specifications below: 

Digging Into Numbers: Sample Size, Significance & ROI

We have already implemented four winning tests with Xtrema, which has allowed us to see the lift from testing AND in a live environment. A conservative annualization of these results (using revenue per session) would yield an incremental lift for the client of ~$755,000, representing roughly a 15% in their ecommerce revenue.

Sheldon Adams (eNavi)

Tech Stack Used: 

• Convert Experiences (and its various integrations) 
• GA4 
• Analytics Toolkit (For agile testing)

What Can You Learn From These Tests? 

1. Incremental improvements accrue. This isn’t just a platitude to fortify your will to test in the face of experiments that do not win, it is also a mindset that keeps being okay with “just okay” at bay. 
   
   The best time to test is when the ship isn’t sinking. Testing uncovers competitive advantages and eliminates bottlenecks that can plug revenue drain, and improve bottom-lines throughout the year. And not as one-off “campaigns”. 

2. Follow the customer. Analyze what they’re showing you … corroborate these patterns with qualitative data. Solution aware buyers do not need to be (excessively) “guided” with confusing filters and instructions. 

3. Sometimes you have to step away from directing the user journey, simply share key differentiators, and allow sophisticated customers to find their way to their best-fit products.