Retailer Uses Machine Learning to Drive 20% Increase in Conversion Rate


  • Primary/secondary KPI: Conversion
  • Page type: Homepage
  • Features used: Dynamic Testing
  • Industry vertical: Sports retailer, fashion
  • Channel: Web

Illustration showing three variants of a retailer's homepage for a Dynamic Testing experience

A retailer leveraged machine learning to decide which images to show to visitors on arrival.



A sports retailer wanted to increase its conversion rate by finding the optimal homepage hero. It wanted to leverage machine learning to maximize return on investment (ROI) and reduce risk.


  • Choosing a maximum of three images to show in the homepage hero
  • Dynamic Testing experiences re-ordering existing content driving the highest conversion
  • Dynamic Testing was chosen to maximize ROI in the time the experience is live


Conversion increased by 20%