Case Study · Fashion E-Commerce · Name anonymized at client's request
A well-known German fashion brand with a store network and a large online shop. It started with the question of why customers hesitate in the shop. It ended with a program of 50 to 60 experiments a year and testing know-how in every team.
Starting point
The shop had millions of visitors a month. Changes were decided by opinion, and tests were rare. Before we built the first test, we wanted to understand what keeps this brand's customers from buying.
That meant expert reviews, user interviews in the Motivation Lab, and a roadmap workshop with the e-commerce team. The result of the analysis phase: 56 prioritized test ideas, each backed by a reason rooted in customer behavior.
What we learned about the customers
In the Motivation Lab, many said they prefer to buy in the store because online orders come with shipping costs. Very few knew that delivery to the store was free. The cart was the biggest hurdle.
The target group is very price-conscious. Even so, a new price presentation had no measurable effect. What worked was the argument of saving: not the price itself, but the feeling of making a good decision.
And the shop hardly spoke to its users. Positive feedback along the customer journey, for example after adding an item to the cart, kept purchase motivation high.
What we tested
Cheering: positive confirmation at several points in the funnel. +1.95% conversion rate.
Shipping costs: a notice about free delivery to the store, shown as early as the cart. +3.2% conversion rate and more deliveries to stores.
Nudges: prompts to use search and filters, because users who use them convert far better. +2.06% conversion rate.
Price presentation: no significant effect. The insight fed into later tests on communicating savings.
After that, the program grew to 50 to 60 experiments per year. Testing know-how now sits in every product team, and the organization has moved up two maturity levels in the G.R.O.W. Model.
Result
We built the ROI model together with the client in a workshop. It uses net revenue after returns, only for the tested segments and devices, with deductions for sale periods, time-based depreciation, and a dampening factor when the effects of several tests overlap. The figure is more likely too low than too high.
D2CRapid Growth Engine
+54%
Conversion rate in three months
AI delivers customer understanding and tests in days instead of weeks. 59% of experiments win; the benchmark is 20 to 30%.
ElectronicsPersonalization
+18.2%
more revenue
From 200 data points, a profile of each visitor emerges in real time. The messaging adapts long before checkout begins.
FashionPersonalization
> +10% RPV
in 4 weeks
A few clearly justified use cases instead of hundreds of possibilities. All three first experiences beat the control group.
Conversion optimization
+€44.88 million
Net revenue in three years
A Motivation Lab showed why customers hesitate in the shop. From that grew a program of 50 to 60 experiments a year.
TelecommunicationsConversion optimization
+30%
more orders, cumulative
A proof of concept with uplift targets agreed in advance proved the value of experimentation. Today freenet runs the program itself.
D2CCustomer centricity
7 jobs
Purchase motives built into the product
Ten jobs-to-be-done interviews revealed what turns first-time buyers into repeat customers. air up used the results in shop, product, and service.
Sneakers & streetwearCustomer retention & loyalty
+22%
more contribution margin
We followed A/B tests all the way into the merchandise management system. The variant with 43% more orders still delivered 22% more contribution margin after returns.
Customer centricity
+15.3%
Revenue per visitor
One template for 15 country shops hid opposing effects. A dedicated concept for Switzerland delivered 15.3% more revenue per visitor there.
B2B softwareCustomer centricity
+€5.2 million
Revenue
Personas and jobs to be done led to 33 tests with a 52% success rate. That made customer centricity part of the daily work.
EnergyPersonalization
4 streams
along the customer journey
A vision of a personal customer journey became three customer types, four prioritized streams, and a five-phase roadmap.
Conversion optimization
+€22.8 million
Value contribution per year
Our experts supplemented the in-house team. Today, every important decision is tested first.
ShoesRedesign validation
+16.2%
Uplift after the redesign
Every major change was checked in an A/B test before going live. That turned the risk of a relaunch into a measurable gain.
Equestrian sportsRapid Growth Engine
1,493%
ROI in two years
As an external growth team, we increased the speed and hit rate of testing. Out of that came our model for fast testing in D2C.
School suppliesPersonalization & MVP
+32%
higher conversion rate
Concept and shop module were each built in one week. After five weeks of testing, the benefit of the new personalization was proven.
Grocery retailPersonalization
3 segments
per channel as a starting point
Each channel got its own roadmap with prioritized use cases. Dependencies between channels are now visible and plannable.
Online marketing
+6.7%
Purchase interest from the stronger motif
Motifs and messages of a large image campaign were compared with the target audience in advance, including across markets.
Jewelry D2CConversion optimization
> €4.5 million
Additional revenue 2017 to 2019
A MotivationLab showed what makes jewelry buyers uneasy online. The strongest levers came from consumer psychology and were proven in A/B tests.
Tell us what you're working on. We'll get back to you within 48 hours. A confidential reference call is available on request.
