Case Study: PetCareRx
CUSTOMER
Think of PetCareRx as your pet’s personal pharmacy. With
PetCareRx, your pet’s medications and supplies are just a
phone call or a click away. PetCareRx carries the brands
you trust at prices that you’ll welcome. Better yet, since
PetCareRx isn’t a club, there are no membership fees.
INDUSTRY
Pet care, pharmaceuticals, pet supplies.
CHALLENGE
Build consistent revenue growth in a rapidly-changing
market.
RESULTS
Sustainable +9.79% revenue growth.
When multivariate testing does not work, turn to
e-Commerce Revenue Performance Management
PetCareRx is the fastest-growing online pet retailer, reaching over 5
million pet owners annually. PetCareRx was founded on the philosphy
that each and every pet deserves the best nutrition, complete
protection, personalized care, and most importantly, lots of love. In this
way, PetCareRx offers a wide variety of products for your four-legged
friend, including treats, food and supplements, and a vast range of
prescription and non-prescription medications – all at a great value and
with the convenience of 24-hour, at-home access.
The Revenue Management Challenge
PetCareRx’s marketing team is well-known for its agility and
understanding of their customers’ needs. This team manages over 100
different marketing campaigns each month, which requires tight control
of revenue outcomes. For this, PetCareRx was an early adapter and
heavy user of multivariate testing (MVT) solutions.
After these traditional MVT solutions produced inconsistent results,
PetCareRx turned to e-Optimizer® to apply its adaptive multivariate
optimization capabilities to their campaigns.
Experiment Setup
PetCareRx teamed up with HiConversion to test several variable
elements in their product detail page optimization campaign:
•
•
•
Main Navigation: Which options should be presented in the
mouse-over drop down menu?
Ordering: How much descriptive information is needed during
product selection?
Recommendations: How effective are upsell product
recommendations?
RESULTS
BENEFITS
Stable revenue lift:
Virtual enabling meant that IT was not involved, which translates to delay-free optimization.
+9.79%
e-Optimizer®’s actionable analytics provide marketers with a deeper understanding of visitor
preferences.
Case Study: PetCareRx
After years of frustration we’ve experienced
with traditional multivariate testing,
HiConversion was able to quickly demonstrate
its capabilities and open our eyes about longterm strategy for sustainable revenue growth.
Blake Brossman
Founder and Chief Innovation Officer, PetCareRx
•
•
•
Search: What is the best way of using product search
options?
Breadcrumbs: Are there better applications for this space,
such as trust badges?
Layout: Are there better locations for the product image?
The optimization goal was to improve RPV (revenue per visitor).
To verify the adaptive capabilities of our patented technology, we
asked PetCareRx to continue to run the multitude of their existing
marketing campaigns without telling us about what and when
they are running them.
The Results
Real Time Revenue Lift
As shown in the New Revenue Report to the left, the adaptive
algorithm was able to correctly detect changes in visitor
behavior and generate revenue lift in real time.
• The optimization campaign reached confidence in just
days, producing an overall revenue lift of +9.79%
Customer Insight
e-Optimizer®’s actionable analytics provided insight into
visitors’ reactions to the individual elements included in
the optimization campaign. For example, a comparison
between two time intervals indicates that repositioning the
recommendation box (circled in green) to another location was
producing consistently good outcomes, and should be made
a part of the page template. Product ordering options (circled
in red), on the other hand, produced inconsistent results and
warrant further analysis.
Team Empowerment
HiConversion’s generic pixel integration and point-and-click
interface helped facilitate an easy experiment setup process
that did not require IT support.
Future Optimization Plans
After analyzing the results, PetCareRx decided to expand their
use of e-Optimizer® to full-funnel optimization and to apply
visitor segmentation based on the new data they gleaned from
their initial campaign.
Conclusions
e-Optimizer® has proven its ability to deliver predictable revenue increases in real time. The MVT and rules-based personalization
solutions that PetCareRx was using prior to HiConversion failed because they assumed that visitor behavior was not changing over
time. As a result, they failed to provide sustainable revenue growth both during and post-test. e-Optimizer® is a game-changer with
patented capabilities that should serve as the foundation for any sustainable e-Commerce revenue performance management (eRPM)
strategy.
About HiConversion
HiConversion empowers e-Commerce brands to produce predictable revenue increases from existing
web traffic while also providing strategic knowledge about web visitor preferences. Our e-Optimizer®
platform is built on a foundation of patented virtualization technology and is driven by a self-learning,
patented adaptive multivariate optimization engine that leverages big data, multivariate analytics, and an
adaptive algorithm to build sustainable e-Commerce Revenue Performance Management (eRPM).
Learn more at www.hiconversion.com
© 2012 HiConversion, Inc.
777 YAMATO ROAD, SUITE 140
BOCA RATON, FL 33431
[email protected]
866.251.4335