Using A/B testing, Australian fashion retailer Fashion Bunker has discovered personalization tactics that make first-time visitors to its web site 16% more likely to make a purchase. Fashion Bunker has been able to test and compare how different personalized experiences and content affect the behavior of each individual visitor to its online store, including which products and brands they purchase on both desktop and mobile devices.
Using the new A/B Testing and Optimization (ABTO) solution from Nosto, Fashion Bunker tested three variations of different messaging that introduced personalized recommendations shown on its product pages. The solution is designed to help e-Commerce retailers test multi-page online experiences consisting of personalized product recommendations and personalized content such as banner images, headlines and copy.
While Fashion Bunker’s initial analysis across all traffic visiting these pages didn’t indicate a clear winner among the different messaging, the retailer leveraged the solution’s Merchandising Insights capabilities to further analyze the impact on individual customer segments. This revealed that first-time visitors to the site responded and converted at a statistically significant higher rate to the change in messaging.
“Thanks to the new Nosto A/B Testing and Optimization tool, we have managed to gather actionable insights on how different segments of customers respond to different variations of a product recommendation slot,” said James Brown, Head of eCommerce and Digital at Fashion Bunker in a statement. “This has allowed us to further think on how we can better personalize shopping experiences for some lifecycle segments who have already ordered from our online store. More precisely, it has allowed us to adjust messaging, and our overall tone of voice across channels, to better fit each segment’s needs.”