Case Study: FSAstore.com achieves 54% more revenue per visitor with Optimizely

Ecommerce team optimizes for 54% more revenue per visitor

FSAstore.com, a marketplace for Flexible Spending Account–eligible products led by CMO Ujjwal Dhoot, faced high drop-off in its purchase funnel and aimed to increase revenue per visitor through faster, marketer-led optimization. The team prioritized tests across key funnel pages and used data from Google Analytics to form hypotheses.

Using Optimizely’s Web Experimentation, they ran a 50/50 A/B test that removed distracting sub-category navigation from category-page headers. The winning variation lifted revenue per visitor by 54% and was deployed to 100% of visitors quickly, while a culture of regular testing and cross-team communication helped scale ongoing optimization.

FSAstore.com

Ujjwal Dhoot

Chief Marketing Officer