Motorcycle Superstore is the largest pure ecommerce retailer for motorcycles and related gear. They have embraced a culture of constant testing using Webtrends to optimize the customer experience and drive revenue. They test everything from checkout processes to content and design changes. Segmentation and targeting tools in Webtrends allow them to deliver personalized experiences across channels. Through continuous testing and optimization, they have seen significant lifts in key metrics like conversion and average order value.
4. Who is Motorcycle Superstore?
• Largest pure eCommerce player in space
– Founded 1997
– Gear, apparel, parts, and accessories for
motorsports
– Over 150,000 active SKU’s
– Top 10 of all sporting good sites
– #197 on Internet Retailer
• Early technology adopter
15. Maximize Your Marketing Spend
• It’s not all about the shopping cart
• Look for data points to improve customer
experience
– Email campaigns
– SEM conversion
32. Data Driven Culture
• Test to determine what’s best for the user
experience at an individual level
– Keep customers onsite
– Keep customers coming back
• Better data = better targeting
– Provides better customer experience
– Leads to increased revenue
33. Top 3 Take-Aways
1. Make testing part of your business
2. Optimize across channels
3. Use targeting to provide a better
customer experience