Client STORY
Global Toy Retailer Uncovers Conversion Barriers and Increases Holiday Sales
CLIENT STORY OVERVIEW
A global specialty toy and juvenile-products retailer, founded in the mid-20th century, operating more than 1,800 stores worldwide and ranking among the most visited websites in the specialty toy and baby products retail category.
CHALLENGE
After launching a redesigned mobile site, the retailer saw a sharp drop in mobile revenue—right before the holiday season, when Q4 typically drove over 40 percent of annual sales.
With a code freeze looming, they needed a partner who could quickly diagnose the issues and deliver actionable fixes under intense time pressure.
SOLUTION
BlastX Consulting began by validating the revenue loss through Adobe Analytics, cross-referencing event tracking with backend sales to rule out reporting errors. With data accuracy confirmed, our team audited all major acquisition channels—organic search, affiliate programs, product reviews, social, and paid media—eliminating external traffic issues as the cause. Adobe Analytics data highlighted friction within the mobile checkout experience.
A deeper Adobe Analytics-driven analysis of the checkout flow uncovered multiple barriers to conversion: an overly complex six-step process, mobile-unfriendly postal code entry, and average error rates exceeding two errors per session—with some users encountering up to ten. Additional obstacles included unnecessary required fields, password migration failures, form resets that erased customer data, misleading out-of-stock indicators, and confusing delivery option labels. To validate these findings, BlastX Consulting facilitated real-user testing through UserTesting.com, surfacing usability challenges that analytics alone couldn’t fully capture.
RESULTS
With a prioritized set of optimizations in hand, the retailer was able to resolve the most critical checkout issues ahead of peak holiday demand. Streamlining the mobile checkout flow reduced friction, lowered abandonment rates, and drove stronger conversions during the most profitable quarter of the year.
By combining Adobe Analytics-driven investigation, rapid data validation, and real-world usability testing, BlastX Consulting helped the this client transform an urgent revenue risk into a stronger, more resilient customer experience—precisely when it mattered most.
PROJECT OVERVIEW
Goals- Quickly diagnose revenue loss following launch of redesigned mobile site
- Identify and resolve checkout process issues before critical holiday season
- Minimize mobile cart abandonment and recover lost sales
- Validated Adobe Analytics data against backend sales to confirm reporting accuracy
- Audited all marketing channels to isolate on-site experience as primary issue
- Performed funnel and field-level analysis using Adobe Analytics error tracking
- Conducted qualitative usability tests through UserTesting.com to uncover UX friction points
- Prioritized actionable fixes to deploy before annual code freeze
- Streamlined mobile checkout experience ahead of peak shopping season
- Reduced error rates and improved conversion rates during Q4
- Protected critical holiday revenue stream through rapid optimization
