The Scotch Malt Whisky Society Uses Dynamic Testing to Grow Customer Base


  • Primary/secondary KPI: Revenue per session
  • Page type: Product detail page
  • Features used: Dynamic Testing, A/B testing, Automated Personalization, individualization
  • Industry vertical: CPG, membership club
  • Channel: Web

Banner soliciting membership club sign-up on the membership product details page

Using Dynamic Testing experiences to show immediate results



  • The Scotch Malt Whisky Society (SMWS) needed to provide a white-glove experience to its members when they visited the website.
  • It needed to be able to test and personalize with modest traffic coming to the site.


  • SMWS used testing to understand that visitors were confused about membership pricing. It used Dynamic Testing experiences to pinpoint a strong call to action that would highlight value on product detail pages.
  • The Dynamic Testing experiences saw immediate results, routing test traffic immediately, and continuously to the strongest variants.


  • 34% uplift in revenue per session
  • Increase in average order value by as much as 10%
  • Reduced bounce rates by as much as 17%