Case Study: Cabela’s achieves rapid A/B testing and improved conversion rates with SiteSpect

Quick A/B Test Implementation Improves High Traffic Ecommerce Site

Cabela’s, the nation’s largest direct marketer and a leading specialty retailer of hunting, fishing and camping gear, needed a way to optimize its high‑traffic, constantly changing website. The challenge was to quickly test different content and features on a complex site without modifying source code or disrupting established IT and business processes.

Using SiteSpect, Cabela’s ran A/B and multivariate tests on demand—often set up in hours and run concurrently—without heavy IT involvement. Tests increased add‑on click‑throughs by 7% and average order value by nearly 2%, produced double‑digit gains in view‑to‑order conversion from product videos, helped validate a new payment option, avoided costly ineffective changes, and preserved SEO.

Cabela’s

Vince Stephens

Manager of Internet Planning and Analytics