Showing posts in “E-Commerce

[Case Study] Sony A/B Tests Banner Ads


During a recent site audit, Sony tested the symmetry of its banner ads with promotional offers it was running online for customizable Vaio notebooks. The results led to a lift not only in click-through rates, but in engagement further down the funnel with visitors customizing their laptops. Read on to find out how …

Split Test Ideas for Urban Outfitters’ Checkout Funnel


In a world where online shoppers are bombarded with options, one thing an online retailer can do to gain a competitive advantage is make it as easy as possible to buy their products.

The series of pages a shopper must complete to purchase the item—the checkout funnel—is the closest place to actual purchase event, and usually filled with friction. Improving the experience, and likelihood that a shopper will actually checkout is only possible through experimentation (aka split testing).