Overview
- Primary/secondary KPI: Revenue per session
- Page type: Homepage
- Features used: Testing
- Industry vertical: Footwear, apparel
- Channel: Mobile
A/B testing a product-focused experience vs storytelling
Strategy
Challenge
- A retailer traditionally used the mobile landing experience to support its brand story, using compelling images and content.
- It was interested in testing the impact of moving to a more direct product-focused message.
Solution
- The retailer asked its new mobile users upon landing on the site what products they were interested in rather than having them navigate to different categories.
- The retailer was looking to positively impact conversion, but it was also tracking engagement and bounce rate to track user experience.
Outcome
- 7% uplift in revenue per session
- Reduction in bounce rate by as much as 20%