Scrubs & Beyond increases desktop cart page revenue per visit by +26.1% with multivariate customer experience optimization

Scrubs & Beyond story

Scrubs & Beyond is proud to be part of kindthread’s ecosystem of brands, dedicated to serving and transforming the healthcare apparel industry while driving positive community impact.

For over 20 years, Scrubs & Beyond has offered fashion-forward products and outstanding customer service.

Seeing an opportunity to raise the bar and provide a transformative experience catering to discerning healthcare professionals, Scrubs & Beyond has grown its business to become the largest retailer of healthcare apparel and accessories in the country.

With the acquisition of Uniform City and Life Uniform companies in 2013, Scrubs & Beyond currently operates 114 stores in 30 states nationwide and is one of the largest scrubs-based ecommerce businesses with a relentless focus on customer experience.

Before

After successfully completing a major Magento ecommerce platform upgrade and site redesign, Scrubs & Beyond’s ecommerce team was focused on further improvements of the online shopping experience and better monetization of the existing web traffic.

CHALLENGES

The team wanted to experiment with a long list of optimization hypotheses that did not make the cut during the site redesign project.

In their attempt to achieve this goal they faced multiple obstacles:

• Technology: running A/B tests in sequence, one after another, was limiting the scope and volume of what they wanted to optimize
• Risk: management did not have much tolerance for any dip in conversion if a test hypothesis was negative
• Time to results: the team wanted to be agile and needed a solution that could produce results quickly

After

Scrubs & Beyond’s ecommerce team selected Obviyo’s platform after learning about its adaptive algorithmic capability to run multiple A/B experiments in parallel. Obviyo’s multivariate optimization minimizes the risk of experimentation by dynamically allocating more traffic to winning treatments and throttling down non-performers, in real time. This approach also shortens the overall time to reach significant results.

SOLUTION

With Obviyo’s experience optimization platform Scrubs & Beyond was able to overcome common limitations that prevented them to freely experiment and innovate to continually drive better revenue outcomes.

With the spirit of embracing the inner potential of their brand, and the desire to transform the healthcare apparel industry while driving positive community impact, the Scrubs & Beyond team set out to optimize their online store and give their customers the best possible experience when buying their products.

What follows are the learnings from one, out of many, optimization campaigns performed over years of using Obviyo on a continuous basis that illustrates the value and advantages of Obviyo’s methodology.

Cart optimization – desktop

Cart page experience is one of the most critical contributors to the success of the checkout process. The following components of the cart experience were included in this optimization experiment:

T – Cart Total

Hypothesis: having cart value visible at all times will increase cart page views and the overall checkout conversion rate.

B – Shipping Threshold

Hypothesis: hiding the existing free shipping threshold message will reduce cart page clutter and produce better results.

A – Auto Complete

Hypothesis: Auto-updating the cart total will ease the checkout process.

H – Header

Hypothesis: Simplified header in checkout will reduce unnecessary diversion from the checkout flow.

The main conversion goal was a successful completion of the checkout while the optimization goal was to maximize RPV (revenue-per-visit).

RESULTS

NOTE: The optimization campaigns were coded and performed for mobile and desktop devices separately. The following are results for the desktop version of the optimization campaign. The mobile version of the same campaign has produced the same winning ensembles.

 

Campaign duration: 5 weeks

MULTIVARIATE ANALYSIS

If this experiment had been performed as a sequence of stand-alone A/B tests, the individual results shown below would lead to a conclusion that all treatments were either too weak or negative and not worth using.

The big reveal is that when multiple treatments are playing together, as an ensemble, they can produce an unexpected revenue per visit lift, as was the case with T1+A1+B ensemble which had +21.6% RPV lift.