To stay on top of its customers' needs and emerging trends in ecommerce, the APMEX team has used Google Analytics 360, part of the Google Analytics 360 Suite, for more than five years. So the company was enthusiastic when E-Nor, its Google Analytics Certified Partner, introduced another product in the suite that could help deliver more personalized customer experiences, Google Optimize 360. It wasn't long before APMEX was using Optimize 360 to launch new website tests and experiments.
In one website test, new users coming to APMEX to check silver prices were given limited-time offers on United States Silver Eagles. If they're interested enough to check prices, the theory went, they might appreciate a chance to buy.
The results were excellent, says Mueller: "We found the sessions that included an offer resulted in a median rate of 112% more revenue per session, with a 100% probability to beat baseline." The website test did more than boost revenue: It also increased APMEX's new customer counts. "We saw a 9% increase in new customer acquisition. Our customers have a long lifespan, so giving up a little margin on the first sale to the right customer is worth it to us."
Some of APMEX's other website tests have also produced astounding results. In one, the team used Analytics 360 to build an audience of people who had put Silver Buffalo coins in their shopping cart and then abandoned the cart. Those who returned to APMEX in the next few days saw the Silver Buffalo first thing on their home page. As a result, the conversion rate for the coin doubled with this audience.