Apparel Retailer Tests More Product-Focused Mobile Experience Versus Storytelling


  • Primary/secondary KPI: Revenue per session
  • Page type: Homepage
  • Features used: Testing
  • Industry vertical: Footwear, apparel
  • Channel: Mobile

Illustration of two versions of a mobile-only landing page for a retailer. One version focuses on telling the retailer's brand story. The other version focuses on marketing its products.

A/B testing a product-focused experience vs storytelling



  • 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.


  • 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.


  • 7% uplift in revenue per session
  • Reduction in bounce rate by as much as 20%