📈 Estimated Revenue Unlocked:
Estimated annual revenue impact is based on general audience data from January 1, 2022 to January 1, 2023 where there were 132,948 mobile transactions from the homepage with an average order value of $213.63.
💰
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KPI: Observed Conversion Lift +13.14%
Revenue / Lead Impact: $3,731,894
KPI: Observed Conversion Lift +13.14%
Revenue / Lead Impact: $3,731,894
132,948
132,948
13.14%
13.14%
17,469
17,469
X
=
Visits with an order last year
Observed Conversion
Rate Lift
Additional Annual Orders
17,469
17,469
$213.63
$213.63
$3,731,894
X
=
Additional Annual Orders
Average Order Value
Estimated Revenue Lift
Impact:
This test ended with V2 as a winner. Overall, we found that the short mobile homepage with 0 content boxes presented a much better experience for users as all of our metrics saw positive lift. Not only did our primary metric of PDP views increase, but even order conversion saw strong positive lift at confidence.
We ended up pausing V1 after a few days due to consistent poor performance.
We found that the click rate for content boxes in the control was relatively low at just under 2%. Additionally, the add to bag rate and order conversion rate coming out of content box clicks were both lower than what we were seeing in v2. This suggests that the content boxes didn’t provide much incentive to order. In fact, these content boxes may have presented an opposite experience.
Next Steps:
By removing content boxes we now need to find a solution to reintroduced brand storytelling opportunities that do not detract from the customer experience on the homepage.
Test Outcome: Winner
Winning Variation: V2
Total visits in test: 140,950
Test Outcome: Winner
Winning Variation: V2
Total visits in test: 140,950
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V0: Control
Problem: The homepage has a lot of competing information.
Problem: The homepage has a lot of competing information.
Solution: Focus the homepage interactions on key experience by removing two of the
four content squares.
Solution: Focus the homepage interactions on key experience by removing two of the
four content squares.
V1: Reduced Content 2
Solution: Focus the homepage interactions on key experiences by removing all of the four content squares.
Solution: Focus the homepage interactions on key experiences by removing all of the four content squares.
V2: Reduced Content 0
Device(s): Mobile
Primary Metric: PDP Visits
Test Type: AB
Duration:
V0, V2: 29 Days,
V1: 5 Days
Duration:
V0, V2: 29 Days,
V1: 5 Days
Secondary Metric: ATB
Primary Metric: PDP Visits
Brand story metrics: OCR, homepage bounce rate, homepage page scroll, interaction with featured
men/women section, interaction with content squares
Brand story metrics: OCR, homepage bounce rate, homepage page scroll, interaction with featured
men/women section, interaction with content squares
Page: Homepage
Test Details
The Problem
The homepage has a lot of competing information. It features a selection of heroic imagery that helps reinforce seasonal brand storytelling but, when that content is engaged with, leads to low conversion rates. How do we balance minimizing competing information on the homepage while still maximizing brand storytelling opportunities?
Hypothesis 🤔
If we reduce the content on the homepage, customers will be more focused on the content presented. If we are right, we will see increased engagement on the remaining homepeage content.
Data Driven KPIs
Data Driven KPIs
Brand Storytelling
Brand Storytelling
V0: Control
Problem: The homepage has a lot of competing information.
Solution: Focus the homepage interactions on key experience by removing two of the four content squares.
V1: Reduced Content 2
Solution: Focus the homepage interactions on key experiences by removing all of the four content squares.
V2: Reduced Content 0
The Problem
The homepage has a lot of competing information. It features a selection of heroic imagery that helps reinforce seasonal brand storytelling but, when that content is engaged with, leads to low conversion rates. How do we balance minimizing competing information on the homepage while still maximizing brand storytelling opportunities?
Data
Driven KPIs
Brand Storytelling
Hypothesis 🤔
If we reduce the content on the homepage, customers will be more focused on the content presented.
If we are right, we will see increased engagement on the remaining homepeage content.
Test Details
Device(s): Mobile
Test Type: AB
Page: Homepage
Duration: V0, V2: 29 Days, V1: 5 Days
Primary Metric: PDP Visits
Secondary Metric: ATB
Brand story metrics: OCR, homepage bounce rate, homepage page scroll, interaction with featured men/women section, interaction with content squares
Test Outcome: Winner
Winning Variation: V2
Total visits in test: 140,950
🏆
Impact:
This test ended with V2 as a winner. Overall, we found that the short mobile homepage with 0 content boxes presented a much better experience for users as all of our metrics saw positive lift. Not only did our primary metric of PDP views increase, but even order conversion saw strong positive lift at confidence.
We ended up pausing V1 after a few days due to consistent poor performance.
We found that the click rate for content boxes in the control was relatively low at just under 2%. Additionally, the add to bag rate and order conversion rate coming out of content box clicks were both lower than what we were seeing in v2. This suggests that the content boxes didn’t provide much incentive to order. In fact, these content boxes may have presented an opposite experience.
Next Steps:
By removing content boxes we now need to find a solution to reintroduced brand storytelling opportunities that do not detract from the customer experience on the homepage.
KPI: Observed Conversion Lift +13.14%
Revenue / Lead Impact: $3,731,894
💰
📈 Estimated Revenue Unlocked:
Estimated annual revenue impact is based on general audience data from January 1, 2022 to January 1, 2023 where there were 132,948 mobile transactions from the homepage with an average order value of $213.63.
132,948
13.14%
17,469
X
=
Visits with an order last year
Observed Conversion
Rate Lift
Additional Annual Orders
17,469
$213.63
$3,731,894
X
=
Additional Annual Orders
Average Order Value
Estimated Revenue Lift
Case Study:
Reduced Mobile
Homepage Content
Case Study:
Reduced Mobile
Homepage
Content