Fashion Bunker decided to use Nosto’s new A/B Testing & Optimization tool to first see how individual segments react to different product page recommendation variations. They set up an A/B/n split test to measure how different product recommendation messaging affected conversions.
Because Nosto’s Segmentation capabilities are deeply integrated into its testing capabilities, Fashion Bunker had the benefit of knowing that the test results would not just show winning and losing variations, but would also potentially reveal additional insights into customer behavior.
Interestingly, the test revealed that the results were inconclusive across the entire audience of site visitors. However, once Fashion Bunker began analyzing the results on a per-segment basis using the Merchandising Insights capability built in to Nosto’s A/B Testing & Optimization tool, they discovered that there were actually statisically significant differences in the conversion rate of first-time purchasers.
One particular messaging varation had a 6% higher click-through rate than the others, and those that were exposed to this particular messaging actually converted at a 16% higher rate. This insight gave Fashion Bunker a valuable new tactic to better personalize the experience of first-time visitors, which is typically much more expensive traffic to acquire and convert for ecommerce merchants than repeat visitors.
