test and optimize faster than ever before

customer story:
test and optimize faster
than ever before
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test and optimize faster than ever before
About Tafford
There are many places you can buy nursing scrubs, but you can only
get Tafford scrubs from Tafford, where design and manufacturing are
performed in-house to assure superior quality, originality in design,
good prices, and consistency in colors, sizing, and styling. The Tafford
brand dates back to 1986 and the company was built on the premise
that nursing uniforms and scrubs could incorporate the style, comfort,
and individuality of sportswear yet still function in a professional,
fastpaced work environment.
In addition to mail order shopping, Tafford offers the convenience of
an online store at tafford.com where the company’s pioneering use of
cutting-edge digital marketing supports its traditional values of style,
quality, customer service, and value.
www.Tafford.com
a monetate customer story | 2
test and optimize faster than ever before
“
We love the amount of site control Monetate gives us.
The level of flexibility Monetate delivers
with just one tag to install, just one time, that’s huge.
- David Kaplan, VP of Marketing
a monetate customer story | 3
”
test and optimize faster than ever before
We sat down with David Kaplan of Tafford to talk
about how this leading uniform retailer uses Monetate.
How Does Tafford Use Monetate?
We are using Monetate in a bunch of different ways, from user specific
Specific Campaign Offer
promotions and messaging, to targeting of certain traffic segments, to
testing of site content.
The fact that Monetate enables all it does from one simple tag is
amazing, even though we’ve barely scratched the surface so far.
The work Monetate performs for us falls into several categories:
1. Pure content and page design: for example, which images work
best, what buttons convert best, that sort of thing.
2. Specific campaigns: for example, offers & messaging based on
new-versus-returning, average order size, and so on.
3. Site feature experiments and testing: for example, product
badging and predictive search. We can try things like this and if they
work we just leave them in place. If they don’t move the needle we’ve
Product Badging
saved money and learned something valuable.
a monetate customer story | 4
test and optimize faster than ever before
We like to think outside the box and Monetate has become part of our
Another favorite was on our new site, Best of Scrubs. We used Monetate
game plan. When we get ideas, for example at a show or seminar, we
to give introductory offers to new visitors. That produced a massive
take it to Monetate and ask what you guys think? Is it worth trying? If
increase in conversion and new customer acquisition for us, and
so, let’s try it.
without eroding margin on orders from returning customers. We have
also done some interesting things with returning customers based on
Before Monetate, when we had to engage a developer to get a
purchase history, for example, we can extend special offers on plus
marketing idea onto the website, we could go through all the effort
sizes to a customer who has a history of buying plus sizes.
only to find the results were not worth it. Now we use Monetate to
quickly deploy and test, we can determine right away if changes are
worth leaving in place or not.
Any Favorite Campaigns?
My favorite is something you might call the payment option evaluator.
When we introduced a new payment option on the check-out page our
Call center started getting complaints from shoppers who had been
turned down. So we used Monetate to selectively turn it off, basically
hide all references to that option. That enabled us to see the effect on
incremental revenue and evaluate the option over time.
a monetate customer story | 5
test and optimize faster than ever before
Summary
We are constantly looking to improve our performance in terms of RFM,
recency, frequency, and monetary value. Monetate is helping us with
all three.
We love the amount of site control Monetate gives us. The level of flexibility
Monetate delivers with just one tag to install, just one time, that’s huge.
The IT avoidance aspect is also a big deal. That is not only saving us a lot
of money, it has transformed the speed with which we can now test new
ideas and, when the tests are positive, turn them into full campaigns.
“
a monetate customer story | 6
We use Monetate to quickly deploy and
test, we can determine right away if
changes are worth leaving in place or not.
- David Kaplan, VP of Marketing
”
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