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Retail & E-commerce
WALMART + USERTESTING
How Walmart increases online conversions with tailored experiences
Image
Industry: Retail & E-commerce
Company Size: Enterprise
Role: Designer
Customer Type: B2C
ABOUT WALMART
Walmart Canada is the Canadian division of Walmart, the largest retailer in the
world with over 265 million customers and members visit approximately 11,400
stores under 55 banners in 26 countries and eCommerce websites. With fiscal year
2020 revenue of $524 billion, Walmart employs over 2.2 million associates
worldwide. As of January 2020, Walmart Canada's total count is 408 stores,
including 343 supercentres and 65 discount stores.
WALMART ACHIEVED
13%
Increase in revenue from mobile purchases
Renewed focus on customer experience
Improved resource allocation
CHALLENGE
Since its beginnings, Walmart has always been focused on the needs of its
customers. Founder Sam Walton built and ran his business on this philosophy,
insisting, “Customers are not cold statistics. They are flesh and blood human
beings with emotions and feelings just like our own.” Yet, in order to improve
the customer experience for the more than 600,000 daily visits to Walmart.ca—to
increase traffic to the website as well as drive on-site conversions— the
Walmart Canada Site Optimization team was largely relying on quantitative data,
such as transactional data from analytics and A/B testing.
“For some departments, user research was seen as inferior to ‘real data,’” noted
David Raine, Manager, Site Optimization, Walmart.ca. “It was tough to paint a
story that, even without numbers behind your insights, user research is still
data and valuable towards driving a business decision.” By focusing on
quantitative data, the team found that it was running lots of tests, but in a
scattershot manner. Lacking an overlying framework or strategy, they just kept
moving from test to test according to perceived areas of opportunity and pushing
out incremental site enhancements without a sense of where to go to next.
As a result, the team was burning out, perplexed as to why all of their efforts
were failing to yield longer term outcomes. And with more tests being run and
more results to sift through, there were more opinions and conflicting
expectations. There wasn’t a clear answer to the question, “What should we do
next?” and—more importantly—no context as to why
SOLUTION
The Site Optimization team turned to UserTesting, using the platform to more
frequently gather qualitative customer insights. In addition to the
transactional data and analytics they had previously focused on, they relied on
this human data to better understand and secure more meaningful information
about their customers.
OUTCOME
By pairing the quantitative data (what was happening) with qualitative data
(why, as spoken from the mouths of their customers), the team was able to
achieve a more streamlined, data-driven decision-making process to focus on
making the website updates with the greatest impact. This included improved
resource allocation, internal alignment towards customer-focused decisions, and
results-driven activities.
By understanding the reasons customers were engaging with their digital
experiences in a certain way, the team was able to make the right choices to
drive the business forward.
The shift has not only resulted in better workflows and outcomes, it’s also
helped the entire Walmart.ca team get back to its roots and adhere to founder
Sam Walton’s expectations of being truly customer focused. Raine summarized this
renewed motivation, saying, “Numbers are insightful, numbers are trackable, and
they help you trend over time. And there’s stories you can tell from numbers.
But that isn’t the end of the story. You need to be able to blend those numbers
with customer data…. If we know what our customers purchase, but not the why,
how are we going to make them more loyal?”
> “We had to figure out the ‘why’ before we could get to the ‘how.’
> Understanding ‘why’ became our goal…. When we couldn’t ask ‘why’ anymore, we
> felt like we were getting closer to the answer.”
>
> Travers Korobanik
> Associate Manager, Experimentation & Research
Download case study
MORE SUCCESS STORIES
* Retail & E-commerce
CHICOS
How Chico's uses fast feedback and video insights to grow loyal customers
See Story
* Retail & E-commerce
DICK'S SPORTING GOODS
How Dick’s Sporting Goods is winning with curbside pickup amid the global
pandemic
See Story
* Retail & E-commerce
CANADIAN TIRE
How Canadian Tire keeps customers at the center of decision making
See Story
Real. Human. Insight.
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