Our customer is a prominent skincare online retailer. They were planning to launch multiple new product lines on the website. But their challenge was that the site traffic and existing visitor engagement in the home page, which is the predominant landing page for the visitors was too low and there were too many exits.
Lister provided consulting services to the customer in Oracle’s Maximiser platform to design A/B and multivariate test campaigns to test the homepage banner, CTAs, and content to announce the new product launches and its benefits for the website visitors. In addition to this we also advised and executed campaigns to test engagement in site navigation, search, product recommendation and checkout. As part of this campaign the audience traffic was split randomly and targeted using various attributes to display different variants of the home page to different audience segments. Our team devised the A/B testing plan and duration based on various criteria and analysed the performance of the variants that participated in the test and retained the winning variant in the website at the end of the test duration.
- This reduced the bounce rates in the home page by 10%
- Improved session duration of the landing page by 50%
- Activity map from analytics revealed the sections where A/B test campaigns were running saw a very high engagement in terms of click thru.
- 0.25% lift in overall conversion.