VOLT Lighting reports significant improvement in conversion rate
After adding Amazon Pay, VOLT saw a 44% increase in new visitors, a 52% increase in conversions, and a 91% increase in mobile conversions.
VOLT Lighting offers professional grade landscape lighting at factory direct low prices, backed by lifetime warranty, fast shipping, and outstanding customer support. Founded in 2008 to sell professional grade light-emitting diode (LED) landscape lighting products to businesses and homeowners at factory direct prices, VOLT uses in-house lighting experts to design its products. The company stays current with innovation trends in the lighting industry and invests in cutting-edge technology to bolster its design and manufacturing capabilities.
VOLT Lighting differentiates itself not only on low prices but also on customer satisfaction. It ships products to 85% of customers in the United States within two days. Its customer support representatives are experts in the lighting industry and are available by phone seven days a week. Its quality products, no-hassle lifetime warranties, and knowledgeable support have inspired thousands of five-star customer reviews.
Reducing customer friction and cart abandonment, boosting conversion rate
VOLT Lighting’s primary challenge has been to keep pace with its rapid growth over the past decade and continually improve the user experience on its e-commerce website, which it relaunched in 2017. It realized that it could reduce friction on its website and increase purchase conversion by offering Amazon Pay as a payment option. It not only prioritized integrating Amazon Pay but also used that opportunity to incorporate other cart and checkout optimizations.
“As we considered ways to improve our cart and checkout experiences, adding Amazon Pay was an easy decision because it’s very mobile-friendly, seemingly everyone who shops online has an Amazon account. In addition, Amazon as a brand is so trusted. Leveraging Amazon Pay to provide our customers greater confidence and convenience in checkout made total sense.” - Matthew Rehm, E-commerce Manager
The clear technical documentation that Amazon Pay provided made VOLT Lighting’s integration a breeze. Its customers could now use their trusted Amazon login and the payment information stored in their Amazon account to seamlessly purchase landscape lighting.
More new customers, improved purchase conversion, and improved customer satisfaction
VOLT Lighting observed positive results immediately after launching its cart and checkout enhancements, highlighted by the introduction of Amazon Pay. According to VOLT Lighting, their number of sessions that proceeded to checkout increased by 51% in the 30 days post Amazon Pay adoption when compared to the 30 days pre-adoption. This 51% was driven primarily by a sharp 85% increase in mobile sessions that proceeded to checkout.
FACT: VOLT Lighting reported that their overall conversion rate improved by 52%, with 91% growth in mobile conversions. Mobile sessions exceeded desktop sessions for the first time in Q1 2019.
In fact, one of VOLT Lighting’s priorities had been to improve its customers’ mobile shopping experience and it considered Amazon Pay as a step towards achieving that goal. Overall, not only were visitors to the online store progressing farther in their purchase journey, they were also completing purchases at a higher rate.
VOLT Lighting also observed that newvisitors to the website increased by 44% year-over-year in the 30 days post Amazon Pay adoption. All these improvements have been organic, with no promotion of Amazon Pay. The company now plans to promote Amazon Pay to its customers to build on these encouraging results.
The engagement with Amazon Pay has not only resulted in a positive business impact but has also delighted customers:
“Our analytics indicate Amazon Pay has reduced our cart and checkout abandonment, especially on mobile. Beyond those numbers, what is exciting is the positive feedback our customer support team has heard when Amazon Pay comes up in a conversation. Our customers say they have noticed Amazon Pay is now available and are choosing to use it because it is secure and convenient. Customer satisfaction is our top priority, so it’s gratifying to hear that Amazon Pay has been so well-received.” - Matthew Rehm, E-commerce Manager
With customer obsession being the abiding principle of both VOLT Lighting and Amazon Pay, this association is only bound to grow.
 in the 30 days post-Amazon Pay vs. the same period in the prior year,
 in the 30 days post Amazon Pay vs. the 30 days pre-Amazon Pay,
 All orders placed by 5 PM ET Monday-Friday ship the same day and 85% of customers in the United States receive their packages within two days, using standard ground shipping
© 2021Amazon.com, Inc. or its affiliates. All rights reserved. This case study reflects the results and experience of VOLT Lighting.Information regarding customer experience and performance from this case study reflects Amazon Pay's previous checkout technology based on Amazon payment and address widgets.
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