More NewsThe Customer’s Always Right

The Customer's Always Right

Katie Fernands, Internet marketing manager at Colonial Candle , thought Web site visitors prefer shorter pages to lengthier ones. So, Fernands was surprised when tests on the company's e-commerce site revealed that longer ones performed better than the shorter pages

Katie Fernands, Internet marketing manager at Colonial Candle, thought Web site visitors prefer shorter pages to lengthier ones.

So, Fernands was surprised when tests on the company’s e-commerce site revealed that longer ones performed better than the shorter pages.

Fernands, whose team uses Google Website Optimizer, now weaves testing and tuning into the site’s daily processes. (Colonial Candles was one of four businesses selected to participate in Google’s Website Workout contest.)

Other changes made after testing included using larger images and a larger font size for text.

Another surprise? Small changes to the e-commerce site — thanks to testing and optimizing — could result in such a large revenue increase. The site realized an additional $20,000 in revenue for one month based on changes to the site, according to Fernands. “The Web is so subjective,” she said.

BEFORE:

colonial candles: before

AFTER:

colonial candles: after

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts