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Purchasing Power Case Study

Purchasing Power drives 4x e-commerce conversions with interactive content.

Purchasing Power Warranty

THE COMPANY

Purchasing Power is a voluntary benefit provider of employee purchase programs. Eligible employees can buy computers, electronics and home appliances from Purchasing Power through the ease of payroll deduction. The company maintains relationships with many major manufacturers, as well as several resellers, distributors and other suppliers.

THE CHALLENGE

Purchasing Power’s B2C ecommerce programs provide a valuable benefit to employees by allowing them to make purchases and have funds deducted directly from their paychecks. However, the company wanted to increase their value proposition by delivering educational content to aid in the purchase decision.


Purchasing Power wanted to replace static pages of text with interactive experiences that would educate their audience and increase purchase conversion rates. The solution needed to provide a wide variety of creative options for publishing interactive elements, the ability to launch without developers in order to keep costs down and timelines fast, and integration with their existing CMS.

 

THE SOLUTION

Because Purchasing Power’s B2B team had already seen success with ion, the B2C team decided to utilize the tool to create interactive content for consumers. They chose to use ion’s professional services capabilities to help bring this vision to life and help translate their written content into visually engaging and participatory experiences. Speed to market was facilitated using ion’s growing library of Quick Start templates to rapidly deploy concepts. And ion’s services team created more custom B2C-focused experiences from scratch. These bespoke experiences were also saved as Purchasing Power Quick Starts that can be quickly cloned and versioned in the future. Together with ion’s services team, Purchasing Power initially created three interactive experiences:

THE RESULTS

After 90 days, the 3 experiences together exceeded the conversion goal by 80% yielding a conversion rate 4x higher than the average site conversion; there were also noticeable upticks in engagement with metrics like specific content interactions and time spent. Overall, the ion experiences proved to be stickier and have lower bounce rates than their predecessor pages.


As part of Purchasing Power’s services engagement, ion provides insights and analysis that help inform data-driven decisions about user behavior and testing opportunities. With ion’s help, these reports enable Purchasing Power to understand how to optimize their interactive content and to make valuable, previously unnoticed inferences from content performance.

THE NEXT STEP

As Purchasing Power and ion continue their partnership in 2016, they will use the insights gained from the insight report as well as usability testing to look for additional opportunities to improve the customer experience and impact conversion and revenue.

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