Design Analytics
This test allowed the brand to evolve into it’s current design.
Services Provided:
- A/B Testing
- Analytics
- Brand Strategy
- Data Analysis
- Graphic Design
- Project Management
THE BIGGER PICTURE IS IN THE DETAILS
THE CHALLENGE & THE STRATEGY
My company’s previous promotional ads relied on a collage-style layout featuring smaller images to highlight the categories within the space. To challenge this design, I proposed an A/B test approach. Grounded in Gestalt theory, my hypothesis was that customers didn’t need to see these images all together, and would respond to them favorably if they cycled through the splash like a photo album. By showcasing greater detail, the large photos offered greater opportunities for inspiration and product discovery.
THE RESULTS & LASTING IMPACT
The larger images were an overwhelming success. It generated lower bounce rates, suggesting the new creative attracted more qualified shoppers, while also increasing purchases, sales of featured products, and the overall number of customers making purchases of sale items.
The results informed a broader restructuring of the homepage promotions, extending the impact of the experiment well beyond the original test. The learnings from this test were so significant that it impacted the structure and layout of the site that continues to be used today. A lasting example of how creative intuition, customer psychology, and data-driven experimentation can transform the shopping experience and drive meaningful business results.
Testing, iterating, and observing helped me show my team the impact of their changes.
The current site still models the layout designed in this test.