Bluefly uses Tealeaf's customer experience management solution to gain visibility into customers' online browsing and purchasing sessions in order to optimize the customer experience on its website. Tealeaf allows Bluefly to identify and resolve issues like small text preventing customers from completing purchases, reducing stabilization time for a new website redesign. Tealeaf's session replays and analytics help Bluefly prioritize problems to improve conversions and ensure customers are not lost to competitors due to bad online experiences.

1. Bluefly:
The Ultimate Hook Up for the Fashion Obsessed
Bluefly prides itself on its ability to be fast and nimble. Tealeaf
helps the company stay agile by providing unprecedented visibility
into actual customer behavior and offering true insight into ways
the company can further optimize site experience.
As a pure-play online retailer, Bluefly is open all day, every
day. To maintain its competitive advantage in a crowded,
‘one-click-away’ marketplace, the company focuses on customer CUSTOMER PROFILE
experience as a chief differentiator. To that end, Bluefly is
Founded in 1998, Bluefly is a leading online retailer
particularly interested in gaining a firm handle on the issues featuring on-trend and in-season clothing and
customers are experiencing during any given browsing or accessories from over 350 top European and
American designers—all at a superior value. Bluefly
buying session. By proactively monitoring all key processes, is headquartered in New York City, in the heart of
particularly the site checkout process, the company strives the Fashion District.
to exceed expectations and ensure customer loyalty.
RETURN ON INVESTMENT
CHALLENGES > > > >
It’s quite difficult to understand the online experience you’re Bluefly improved Tealeaf enabled With Tealeaf, Tealeaf allows
delivering when your ‘storefront’ or marketplace is the one conversion rates Bluefly to reduce Bluefly has Bluefly to exceed
with Tealeaf by the stabilization dramatically expectations with
place you cannot see—the browser of the customer. Like other
eliminating site period for their reduced the time its web site,
ecommerce sites, Bluefly diligently conducts testing and obstacles that new web site required to ensuring
quality assurance, but given the site’s complexity and the previously by 50%. diagnose and continued
variability of each unique user, it’s nearly impossible to ensure prohibited resolve the customer loyalty.
successful online problems causing
a flaw-free site. purchases. failed customer
experiences.
To further complicate matters, Bluefly has a wide but shallow
inventory. Therefore, the site is set up to remove a product
from inventory when the customer adds it to the shopping cart,
rather than at checkout. This means that when someone adds A NEW APPROACH
an item to the cart, no one else can buy that item. This business To solve the problem, Bluefly turned to Tealeaf’s online customer
process actually limits the company’s ability to write test experience management (CEM) solution. With Tealeaf’s replay
scenarios for the site because the company can’t risk taking ability (a page-by-page, browser-level recording of the actual
products off the shelf that a real customer may want to buy customer experience), as well as its sophisticated customer
at the same time. What Bluefly needed was a solution that behavior analysis functionality, Bluefly discovered and resolved
could track and alert the company when customers were numerous customer experience flaws on the site—before they
encountering site experience obstacles without adversely could adversely impact a large number of customers.
affecting inventory levels.
But Tealeaf’s robust solution affords even greater benefits to
Bluefly. The company’s use of Tealeaf has matured from a reactive
troubleshooting tool for the QA and application support teams to
a proactive discovery and analysis solution for the ebusiness and
site usability teams. In fact, Tealeaf is now a daily, ‘go-to’ for the
validation of proposed site optimization decisions.
tealeaf | bluefly www.tealeaf.com

2. Bluefly Visibility.
Insight.
Answers.
Bluefly.com is our only sales channel and we spend a
lot of marketing dollars driving people to it. With
competition a click away, Tealeaf helps ensure we’re not
losing customers because of bad experiences.
Matt Raines | Vice President of Technology
WIN 1 – THOUSANDS OF DOLLARS RECOVERED FROM Solution
RESOLUTION OF SIMPLE USABILITY PROBLEM Bluefly had many tools and monitoring systems at its disposal during
Problem the stabilization period; yet the ebusiness team reported that Tealeaf
In examining shopping cart conversion, Bluefly product managers provided the most accurate information for triaging issues. By
noticed a pattern—the majority of customers who had abandoned leveraging Tealeaf’s replay capability, as well as having access to
their purchase had opted to pay with BillMeLater. However, the team each unique session’s HTTP request and response code, the Bluefly
had no idea why there was such a strong correlation. team was able to quickly categorize data issues from code issues;
identify problem sessions that correlate to a known issue vs. problem
Solution sessions that represent new issues; quantify the business impact of
With Tealeaf, the Bluefly product managers were able to replay a each issue (how many customers have been affected by an issue,
sample of these abandoned customer sessions in an effort to rapidly how much business is being lost every day because of an issue, etc.);
identify the potential cause of the problem. As it turned out, a large and, prioritize the most important issues to resolve.
number of these users hadn’t been able to complete their
transactions because they had failed to check a box indicating their Benefit
agreement with certain terms and conditions. The Bluefly site Tealeaf was instrumental in enabling Bluefly to focus resources
typically uses a red exclamation point to alert customers to required where they would make the biggest improvements and dramatically
input fields, and although that red mark was showing up next to the reduce, by 50%, the time required for the site stabilization period as
terms and conditions box, it was appearing in an incorrect and very a result.
small font size, which customers were overlooking. The vast majority
of customers neglected to check the box and therefore could not ABOUT TEALEAF TECHNOLOGY
complete their transaction. Frustrated, and not able to determine Tealeaf provides online customer experience management solutions
what they were doing wrong, many customers were forced to and is the unchallenged leader in customer behavior analysis.
abandon. Tealeaf’s CEM solutions include both a customer behavior analysis
suite and customer service optimization suite. For organizations that
Benefit are making customer experience a top priority, these solutions
With Tealeaf, Bluefly was able to quickly resolve this issue, halting the provide unprecedented enterprise-wide visibility into every visitor’s
loss of hundreds of intended buyers and thousands in potential unique online interactions for ongoing analysis and web site
revenue per day. More importantly, Tealeaf allowed Bluefly to reverse optimization. Online executive stakeholders from ebusiness and IT to
a bad shopping experience for repeat and future customers who customer service and compliance are leveraging Tealeaf to build a
preferred to pay for their purchases via BillMeLater. customer experience management competency across the
organization. Founded in 1999, Tealeaf is headquartered in San
WIN 2 – STABILIZATION PHASE FOR A SITE REDESIGN LAUNCH Francisco, California, and is privately held. For more information, visit
HALVED WITH TEALEAF www.tealeaf.com.
Problem
Although a luxury for many companies, a planned stabilization phase
as part of a site redesign can minimize the business impact of issues;
but only if those issues can be found, prioritized, and resolved before
the full site launch. After a recent soft launch of the company’s new
ecommerce platform generated a laundry list of issues, the Bluefly
team wondered where they should start.
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