Usability Case Study - BuySeasons

5th largest online holiday retailer sees 50% increase in conversion rate.

Company Background: Buy From Us Online Over The Holidays
BuySeasons is one of those online retailers, like Amazon or eBay, that made millions of dollars off building the best online presence for a specific niche, in this case, holiday goods, such as costumes for Halloween or candy for Valentines Day.  Its early success clued in CEO Jalem Getz, that there was a much greater potential for growth.

Problem: Why Do So Many Leave?
Online retailers have nightmares over their abandonment rate, and Jalem was no different.  After looking at his Web analytics reports, many meetings with marketing staff and a lot of subjective conjecture on what to do, Jalem realized that his conversion rate was assuredly tied in to how “user-friendly” his site was to his online customer and needed specific expertise in website usability.

Solution: Turn to an Expert First
With a marketing budget already pre-committed, Jalem did not have the $50,000 - $200,000 financing to do online or traditional usability testing for his site.  BusinessOnline recommended he try an Expert Review to walk him and his team through the truths of website usability and audit one of its sites against usability best practices, minimum standards and learned conventions.  At under a quarter of the price and realizing his designer was not a usability expert, Jalem decided to go forward in hopes of improving his conversion rate.

Results:
BusinessOnline usability analysts compiled a complete review of the usability issues of the site, and how to go about fixing them.  After going through the 200-slide audit of his entire site, Jalem implemented the recommended changes.  Two months later, he told BOL that his conversion rate had increased by over 50% as a direct result of the recommended usability changes. 

Results include:

• Substantial increase in customer satisfaction rate.
• Two digit percent increase in return customers.
• Over 50% increase in conversion rates.
• Estimated six-figure ROI*

* As a private company, cannot disclose actual dollar figures.