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.

1. Targeting: Identifying Opportunities,
Segmenting Visitors & Delivering Optimal Content
Jason Miller, VP of Technology, Motorcycle Superstore
Allen Harper, UI/UX Dept. Manager, Motorcycle Superstore
Jay Sahourieh, Director of Sales – Optimize, Webtrends

2. Agenda
• Introducing Motorcycle Superstore
• Using Webtrends in innovative ways
– Testing and targeting today
– Putting segmentation to work
• Q&A

3. Introducing Motorcycle Superstore
WHAT SUCCESS LOOKS LIKE
Jay Sahourieh, Webtrends

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

5. Staying Ahead of the Curve
• Visibility
– Knowing what’s working, what isn’t
– Taking appropriate action
• Enabling key technologies
– Advanced targeting
– Segmentation
• Better engagement
– Higher conversion
– Increased revenue

6. Evolving a Successful Online Business
A CULTURE OF TESTING
Jason Miller, Motorcycle Superstore

7. Changing HIPPO Culture
• Who drives decisions?

8. Testing: Know for Certain
• Best performance from all pages
• Facts, not opinions
• CTA buttons, colors, placement, content
• Test everything!

9. Test to Significance
• Winning content becomes obvious
• Deploy winner across platforms & devices

10. What did we test first?
Shopping cart.
• Tactical tests
• Fast results
• Significant impact

11. Making Checkout Easier

12. Improving Delivery Date Visibility

13. Showing “Pay with Credit Card”

14. Removing Pre-Checkout
Roadblocks

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

16. Mobile Detect and Redirect

17. Since Those Tests…
• Integrated testing
into standard
practices
• Agile, nimble,
responsive
• Testing evolves
with our business

18. New Addition: Webtrends Streams
• Browse 3 or more jackets, get promo for
jackets—seizing the moment of interest

19. Putting Segments to Work
OPTIMIZING ALL CHANNELS
Allen Harper, Motorcycle Superstore

20. Users On the Go Drive
Multi-Channel Needs

21. Segments Within Optimize
Ensure We Hit Our Targets
User Targeting
• Mobile Devices
• Geo-Location Targets
• Ride Style
Utility Segmentation
• Sale/Non-Sale
• Marketing Channel
Filtration

22. Webtrends Alerts… Something’s
Amiss with the iPad Users

23. “Hovering” Blocks the Funnel
No-Hover State Hover State

24. Isolating the Problem

25. Throttling the Traffic
• Only iPad users
• 100% iPad traffic

26. What We Tested: Finding an
Optimal
• Variation 1: Display color options all the time
• Variation 2: Do not display color options

27. “Always Displayed” Creates Lift

28. Old Method

29. New Method: Across All Channels

30. “Always Be Testing”

31. In Conclusion…
OPTIMIZATION DRIVES
SUCCESS Jay Sahourieh, Webtrends

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

34. Thank You
Jason.miller@motorcycle-usa.com
Allen.harper@motorcycle-usa.com
Jay.Sahourieh@webtrends.com