Case Study: Backcountry.com achieves optimized holiday shipping strategy and higher revenue per visitor with Optimizely

Backcountry Tests in July to Optimize Holiday Shipping Strategy

Backcountry, an online retailer of outdoor gear, sought to optimize its shipping strategy ahead of the holiday season. The product team hypothesized that offering free two-day shipping during a high-traffic holiday (Fourth of July) would lift conversion and revenue per visitor (RPV), but needed solid cost/benefit data to shape an ROI-positive Christmas shipping plan.

Using Optimizely, Backcountry ran a multi-page A/B test that updated the two-day shipping price via custom JavaScript and targeted visitors by referral source so promo-exposed shoppers saw the matching variation. They tracked purchase clicks and RPV; the experiment delivered actionable data that is being combined with upcoming Labor Day tests to refine holiday shipping tactics—underscoring the value of testing early and investing technical resources before peak traffic.

Backcountry.com

Nick Schlegel

Product Manager