Case Study: TWEC
TWEC uncovers conversion opportunities faster with Evolv
Trans World Entertainment Corporation (TWEC) is a leading retailer of entertainment products including video, music, pop culture merchandise, electronics and consumables. For over 40 years, Trans World has operated in the United States and Puerto Rico under the name FYE (For Your Entertainment). The company also operates FYE.com and SecondSpin.com online and in 2016, expanded its Amazon Marketplace business with the acquisition of etailz, Inc., a leading online marketplace expert and retailer. In 2017 Trans World embarked on a digital transformation with the replatforming of its ecommerce business and expansion of its digital marketing capabilities.
FYE.com is one of several ecommerce sites that TWEC is looking to boost conversions on. As website experimentation was new for TWEC, they wanted to make sure they built a program that was built on best practice, innovation, and the most effective technology.
After running a 30-day trial with a leading A/B testing provider, they came away underwhelmed that they saw no lift in conversions from their experiment, despite having hundreds of thousands of monthly unique visitors (MUV) go through it. This led them to look at Evolv as an alternative solution.
For TWEC, their product pages are crucial to their ecommerce efforts; hence, this was the most logical place to start optimizing for conversions. The TWEC team had a lot of different ideas on how to improve their product pages but weren’t sure which ones would provide the biggest improvement on sales. Luckily, with Evolv’s massively multivariate testing solution, they were able to input all of their ideas at once and let the AI algorithms do the work in finding the most optimal combination of their ideas.
After a 6-week experiment that used over 400,000 MUV with 77,760 different possible combinations, Evolv found two winning combinations that improved conversion rates by 18% and 14.6% at a 95% confidence interval. TWEC was blown away with the results and decided to take an even deeper stab with doing a full-funnel test.
“Conversion rate optimization testing plays a critical role in the continuous improvement of our ecommerce business and Evolv allows us to uncover more opportunities faster than we ever could using standard A/B testing tools,” notes GM of Ecommerce Chris McBride.
For TWEC’s next experiment with Evolv, they ran a two-page funnel experiment on their cart and checkout pages. After running the test with over 1 million possible combinations, they found a winning candidate that improved purchases by 3%.
TWEC is continuing to experiment and test their site capabilities with Evolv. They look forward to continuing to use Evolv to identify the top-performing ideas of theirs to improve the customer experience.
By The Numbers
TWEC was blown away by their ability to find changes that would improve its product page conversion rates by 18%.
"Conversion rate optimization testing plays a critical role in the continuous improvement of our ecommerce business and Evolv allows us to uncover more opportunities faster than we ever could using standard A/B testing tools."
– Chris McBride,
GM Ecommerce, TWEC