Swiss Outpost
“The site overhaul generated a nearly 3x uplift in conversions!”
Background
About Swiss Outpost
Swiss Outpost is the Swiss Army eCommerce website that used to sell a huge selection of hundreds of Swiss Army watches and knives, as well as Wenger watches, Casio, Citizen, and Luminox products.
Their marketing team only relied on paid traffic to get customers to their site. But their cost per acquisition was higher than they would like and they needed their site’s performance, in terms of conversions, to improve.
The challenge
What Swiss Outpost needed to solve
When hiring Invesp, the Swiss Outpost marketing team didn't have a clear picture of what was working and what wasn't on their site. For many years, their conversion rate had fluctuated up and down.
I have been in eCommerce for a long time; we've had successes and we've had failures. But we usually didn't know why we were succeeding or failing. We thought that by investing in Invesp and A/B testing, we would be able to improve our conversion rate and profit margins.
CEO
Both their marketing and technical teams had never run experiments on their site. Many times, they relied on imitating features they saw on other large eCommerce sites.
With no experimentation background, their development team faced challenges implementing some of the conversion suggestions we gave them.
Early on, it took some time for our programmers to learn how to put the scripts on the page and make them work effectively. We got concerned about that, but the two parties worked together and it ended up working out fine.
CEO
The solution
How Invesp approached it
We deployed a team that consisted of a strategist lead, senior CRO specialist, senior UX designer, and senior frontend developer.
Following our SHIP process, we identified conversion issues across Swiss Outpost's site and marketing campaigns. Within a short time, the team had also surfaced several conversion opportunities for quick wins.
One of the first tests Invesp ran was on the category page, and it increased our conversion rate. That was early on, and the benefits continued every day.
CEO
Using our prioritization framework, the team ranked the issues to determine which would most impact the bottom line while requiring the least effort.
Having mapped out the exact testing landscape, we launched 2 to 4 experiments every month, holding weekly status meetings to keep the Swiss Outpost team updated and gather feedback.
We were impressed with Invesp's professionalism. They have been very responsive on any issue; they propose a test and then diligently follow up with our development team to make sure the changes get implemented.
CEO
The results
The impact
The team did a complete overhaul of the category pages to funnel visitors to products quickly. This opportunity, identified after an expert review of the site, increased conversion on category pages by 273%.
The team also rolled out a new product-page design that informed visitors of all the features and emotional benefits they'd gain from their purchase.
Nine months into using Invesp, sales on our site were up by 50% — something we were told to expect in a year.
CEO
We had a 33% increase in the conversion rate of our product pages. Their suggested layouts and other things we wouldn't have thought of really improved the product page.
CEO
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