Cynthia Rowley uses A/B Testing & Optimization to increase conversion rate by 15%

About Cynthia Rowley

Cynthia Rowley is a leading global lifestyle brand guided by the philosophy that “fashion is an adventure” with pretty-meets-sporty designs for both style and comfort.

Based in New York City, the collection is sold online at cynthiarowley.com, at Cynthia Rowley boutiques nationwide, as well as select specialty retailers and nomadic pop-up retail concepts.

The Challenge

Cynthia Rowley is a big believer in personalization and had been using Nosto’s personalized Product Recommendations across multiple site pages, as well as Pop-Ups on a seasonal basis.

As a brand always looking for ways to innovate and deliver the best customer experience, the Cynthia Rowley ecommerce team wanted to ensure that each personalization tactic was rigorously A/B tested and optimized. However, the team had historically been held back from doing as much testing as they would have liked. Most A/B testing tools were too complex, required development work to implement, or were not built for the specific needs of ecommerce marketers. Additionally, the team had concerns that testing variations of different strategies that ended up converting poorly exposed them to revenue risk.

The Solution

When introduced to Nosto’s A/B Testing and Optimization, the Cynthia Rowley team knew the first thing they wanted to test was a different strategy on some of their category pages with the highest traffic. They decided to test personalized recommendations based on brand and product affinity versus the status quo experience.

The results were that the new recommendation strategy provided a 15% lift in conversion rate and an 8% lift in revenue per visitor. These significant and valuable results—combined with the fact that the test was so easy to set up—inspired the team to immediately begin planning for additional tests.

Nosto’s Continuous Optimization feature, which automatically adjusts more traffic to winning variations once statistical significance is shown, was enabled at the outset for this test.

In the 2nd week of the test, the algorithm detected a potential winning variation and automatically began allocating more traffic to it, to minimize any negative impact the test could have on revenue. This happened seamlessly in the background, freeing the Cynthia Rowley ecommerce team from having to constantly check on the test.

Nosto’s A/B Testing and Optimization allowed our team to quickly test different personalization strategies and learn valuable insights. We saw an 18% uplift in conversion on a single test — it was incredibly easy to set up and deploy.

Emily Andrews, VP of Ecommerce

The Results

The Cynthia Rowley team is now fully equipped to quickly and easily deploy A/B tests to all their Nosto-powered campaigns. Since the results of their initial test brought increases to the likes of both conversions and revenue per visitor, the team is encouraged to continue experimenting and reaching maximum value.

a 15% lift in conversion rate
an 8% lift in revenue per visitor

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