We helped NBTY Inc. drive an additional $3 million in revenue with an improved checkout process.

NBTY Inc. (currently The Nature’s Bounty Co.) manufactures over 1,400 high quality vitamins, minerals, herbs and other nutritional supplements in state-of-the-art facilities throughout the United States. NBTY engaged Siteworx, a Tealeaf certified-partner, to perform a full Tealeaf implementation with custom configurations, product training and to help the company optimize their use of the platform.

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Key Takeaways
  • Implemented customized Tealeaf customer experience management (CEM) solution.
  • Performed product analysis to identify unusually high rate of checkout errors.
  • Recommended specific areas of improvement to drive ~$1 million in additional website conversions.
  • Built custom reports and dashboards to diagnose performance, website traffic and errors.
  • Trained IT administrators and business users on the installed modules.
Technology & Services
  • Tealeaf cxImpact
  • Tealeaf cxView
  • Product Analysis
  • Custom Application Development

Our Approach

Not only did Siteworx implement Tealeaf itself, the platform was customized with specific modules. Following a successful launch, Siteworx then conducted a thorough analysis of the checkout process for Puritan.com, an NBTY brand, utilizing the newly installed Tealeaf customer experience management tools. The findings were compiled into a comprehensive Customer Experience Report. Ultimately, Siteworx’ analysis revealed over $3 million in lost revenue in the checkout process alone.

 

Crafting a Customized Platform

Implementation

Beyond simply implementing Tealeaf, Siteworx installed and validated specific Tealeaf modules and customizations to create platform tailored to Puritan.com's needs.

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Perfecting the Checkout Process

Analysis

As a result of the analysis, Siteworx discovered that nearly three percent— almost $3.25 million worth—of checkout failures was the result of invalid gift card or coupon codes. Specifically, Puritan.com visitors were not aware that all gift card and coupon codes were case-sensitive, an ambiguity resulted in high levels of customer dissatisfaction and cart abandonment.

Streamlining Business Operations

Optimization

Siteworx led training sessions and best practice consultations with NBTY’s IT and business teams. Hands-on training was conducted within the custom Tealeaf environment in order to help NBTY gain familiarity with Tealeaf’s custom analytics functions.

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The Impact

Siteworx’ analysis determined that by implementing simple, targeted improvements to the gift card and coupon form in the checkout process, NBTY could potentially recoup a portion of the revenue lost due to cart abandonment. With an average conversion rate of 25%, the recovered revenue could approach almost $1 million annually. To minimize future cart abandonment, Siteworx also crafted custom reports and dashboards to help the company identify specific causes of checkout process failure right away. 

$3.25 million

in losses identified

$1 million

in recovered annual revenue

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