Jet.com’s Secret Sauce To Improved Conversion Rates

Jet.com seems to have discovered the secret sauce to improving conversion rates on its platform.

The online marketplace has been testing and optimizing its service through UserTesting, a user experience research platform, to get deeper insights into the shopping pattern of its buyers.

UserTesting utilizes a big pool of consumer testers who shop on the website and are tracked through a software installed on their computer, which collects data on their online activity.

Jet uses the UserTesting platform to get on-spot feedback as consumers shop on its website. The company noticed that shoppers would often look for additional information on product detail pages to get answers to various questions, including how much the shipping would cost, how to reach the customer service team and what the company’s return policies were, according to Internet Retailer.

“We put that information front and center on the product detail page so we were answering those questions about what is the cost for shipping, do we have customer service, what are the hours,” said Ben Babcock, director of research at Jet. “By adding that detail to the page, we were able to improve conversion significantly.”

While Babcock didn’t give out specific numbers on the improvement, he said, the company saw a “significant” conversion uptick upward of 10 percent or more.

The improvement, Babcock explained, came though instantaneous testing of new features on the website.

“You can only move as fast as your feedback streams provide,” Babcock told Internet Retailer. “If we launch a new feature, I want to get some feedback on it the minute it launches. What I like to do is immediately create a UserTesting study that allows shoppers to take a look at this new feature we’ve deployed. By having all these feedback streams from customers, we have a variety of touchpoints and data streams that help us identify areas where we can make improvements.”