[{"data":1,"prerenderedAt":2081},["ShallowReactive",2],{"story:en:en/guides/ab-testing":3,"icon:cross":1769,"case-teasers:en:_global-components/case-studies":1770,"icon:chevron-right":2080},[4,547],{"story":5,"cv":432,"rels":433,"links":546},{"name":6,"created_at":7,"published_at":8,"updated_at":9,"id":10,"uuid":11,"content":12,"slug":426,"full_slug":427,"sort_by_date":91,"position":380,"tag_list":428,"is_startpage":30,"parent_id":429,"meta_data":91,"group_id":430,"first_published_at":8,"release_id":91,"lang":96,"path":91,"alternates":431,"default_full_slug":91,"translated_slugs":91},"Settings","2026-10-24T05:36:23.626Z","2026-10-27T19:22:21.469Z","2026-10-27T19:22:21.491Z",234006870554476,"bbcc2a5c-6dfd-43f1-848b-75052555416a",{"_uid":13,"footer":14,"header":99,"component":384,"blog_read_more":385,"error_page_body":386,"error_page_head":387,"blog_author_head":406,"blog_bottom_head":418,"blog_sidebar_cta":419,"error_page_title":397,"blog_reading_time":420,"blog_bottom_buttons":421,"error_page_subtitle":405,"blog_meta_label_author":422,"blog_table_of_contents":423,"blog_meta_label_reading_time":424,"blog_meta_label_reading_minutes":425},"f88de013-cda1-48ac-b43f-27cb0d178228",{"name":15,"created_at":16,"published_at":17,"updated_at":18,"id":19,"uuid":20,"content":21,"slug":89,"full_slug":90,"sort_by_date":91,"position":92,"tag_list":93,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":95,"first_published_at":17,"release_id":91,"lang":96,"path":91,"alternates":97,"default_full_slug":91,"translated_slugs":91,"_stopResolving":98},"Footer","2026-10-24T06:49:58.287Z","2026-10-27T19:22:27.307Z","2026-10-27T19:22:27.322Z",234024953006670,"6cdbabd4-92eb-45c8-9f99-02b3d9910525",{"cta":22,"_uid":23,"logo":24,"links":31,"component":59,"copyright":60,"logo_link":61,"legal_links":64},[],"63d8b1e8-ed60-47da-be57-40b9eed794a0",{"id":25,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":27,"copyright":26,"fieldtype":28,"meta_data":29,"is_external_url":30},22764167,"","https://a.storyblok.com/f/328018/236x25/9dd018f217/logo-bk.svg","asset",{},false,[32,41,47,53],{"_uid":33,"link":34,"text":39,"component":40},"c5a1f0b2-0005-4c00-9000-000000000010",{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38},"3e680f7c-e852-428a-8c64-18c7d230b36b","story","multilink","en/guides/conversion-optimization","Conversion optimization","util-link",{"_uid":42,"link":43,"text":46,"component":40},"c5a1f0b2-0006-4c00-9000-000000000011",{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},"eb067155-9f87-4ca8-b4b6-ac26273533d4","en/guides/personalization","Personalization",{"_uid":48,"link":49,"text":52,"component":40},"2fc5d177-de04-4a95-b66f-83dd15c604e7",{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},"f38cc86e-9928-42bc-80ae-8ba7559c530b","en/contact","Contact",{"_uid":54,"link":55,"text":58,"component":40},"a84a6018-72c7-403e-a16d-9033ec862d46",{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},"b2e68924-f990-4dad-9008-653c55c6790c","en/about-us/careers","Careers","core-footer","© 2026 konversionsKRAFT AG",{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},"1bf905e6-3695-4e25-b82a-213699a598a0","en/",[65,71,77,83],{"_uid":66,"link":67,"text":70,"component":40},"4a1d7c10-0001-4c00-9000-000000000101",{"id":68,"url":26,"linktype":36,"fieldtype":37,"cached_url":69},"ff78948e-62fc-4366-bb99-35a4e445f7b7","de/datenschutzerklaerung","Privacy policy (in German)",{"_uid":72,"link":73,"text":76,"component":40},"4a1d7c10-0002-4c00-9000-000000000102",{"id":74,"url":26,"linktype":36,"fieldtype":37,"cached_url":75},"db985f58-3c1f-4682-a22c-1e309a879bfc","de/allgemeine-geschaeftsbedingungen","Terms and conditions (in German)",{"_uid":78,"link":79,"text":82,"component":40},"4a1d7c10-0003-4c00-9000-000000000103",{"id":80,"url":26,"linktype":36,"fieldtype":37,"cached_url":81},"3780204c-f3dd-499f-9a63-b61f81619047","en/legal-notice","Legal notice",{"_uid":84,"link":85,"text":88,"component":40},"4a1d7c10-0004-4c00-9000-000000000104",{"id":86,"url":26,"linktype":36,"fieldtype":37,"cached_url":87},"c180fc5b-1552-4f9a-8096-7522c2fc74b8","de/barrierefreiheitserklaerung","Accessibility statement (in German)","footer","en/_menu/footer",null,0,[],234024870156877,"e98ca5e1-e96f-43b7-a0ea-10ad6262e60c","default",[],true,{"name":100,"created_at":101,"published_at":102,"updated_at":103,"id":104,"uuid":105,"content":106,"slug":378,"full_slug":379,"sort_by_date":91,"position":380,"tag_list":381,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":382,"first_published_at":102,"release_id":91,"lang":96,"path":91,"alternates":383,"default_full_slug":91,"translated_slugs":91,"_stopResolving":98},"Header","2026-10-24T06:51:00.577Z","2026-10-27T19:22:24.683Z","2026-10-27T19:22:24.704Z",234025208158799,"1f66a376-8965-4d66-afd7-6c44fc063186",{"_uid":107,"link":108,"logo":109,"links":113,"buttons":370,"component":377},"5ff93704-f742-47ed-92db-e5b13f03564b",{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},{"id":110,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":111,"copyright":26,"fieldtype":28,"meta_data":112},21395391,"https://a.storyblok.com/f/328018/300x31/362acdb1c8/kk-logo-white.svg",{},[114,176,225,287,328],{"_uid":115,"link":116,"links":119,"title":174,"component":175,"show_featured_case":98},"b2cf1eaa-6274-4de9-bf12-eec7e5df59f9",{"id":117,"url":26,"linktype":36,"fieldtype":37,"cached_url":118},"626038da-9bbb-41e1-a839-50a6693e18b1","en/solutions/",[120,127,134,142,150,158,166],{"_uid":121,"icon":122,"link":123,"text":39,"component":40,"description":126},"3a7093f2-25df-4ed5-b335-805febe74512","trending-up",{"id":124,"url":26,"linktype":36,"fieldtype":37,"cached_url":125},"a89934ee-0db4-4441-81c7-d87edf74351a","en/solutions/conversion-optimization","More revenue from your traffic, proven with A/B tests",{"_uid":128,"icon":129,"link":130,"text":46,"component":40,"description":133},"159678a7-7dd0-460b-b9d9-8741afdc2b23","user-star",{"id":131,"url":26,"linktype":36,"fieldtype":37,"cached_url":132},"84a9605a-18bf-4d10-8909-c78445fc9ef4","en/solutions/personalization","Speak to customers the right way, from first test to program",{"_uid":135,"icon":136,"link":137,"text":140,"component":40,"description":141},"4214b02c-039c-4a9c-b545-3cbce68afe82","shield-check",{"id":138,"url":26,"linktype":36,"fieldtype":37,"cached_url":139},"6154adb0-41ed-4b81-8715-0b1a90bc540c","en/solutions/redesign-validation","Redesign validation","A new website without revenue risk",{"_uid":143,"icon":144,"link":145,"text":148,"component":40,"description":149},"328ea4fc-4b3f-47ec-b944-44bd93652d5e","target",{"id":146,"url":26,"linktype":36,"fieldtype":37,"cached_url":147},"a752c10b-d767-47ff-a66b-3090d24170ad","en/solutions/marketing-efficiency","Marketing efficiency","More impact from the same budget",{"_uid":151,"icon":152,"link":153,"text":156,"component":40,"description":157},"836ef4eb-2dc4-419e-b607-99f8e0a55eea","heart-handshake",{"id":154,"url":26,"linktype":36,"fieldtype":37,"cached_url":155},"e0d06635-e4c1-4676-8263-606e11b94fb7","en/solutions/customer-retention-loyalty","Customer retention & loyalty","Turn a purchase into a habit",{"_uid":159,"icon":160,"link":161,"text":164,"component":40,"description":165},"b4b4fb97-e791-42a6-b3a1-b1eff37e39cc","flask-conical",{"id":162,"url":26,"linktype":36,"fieldtype":37,"cached_url":163},"e4ac99f1-1576-4a1f-ab4b-4b75ff99df03","en/solutions/customer-centric-testing-culture","Customer-centric testing culture","Teams that understand and test on their own",{"_uid":167,"icon":168,"link":169,"text":172,"component":40,"description":173},"6bb72781-75bb-447e-8c30-4e3731e74c1b","layers",{"id":170,"url":26,"linktype":36,"fieldtype":37,"cached_url":171},"14d82b63-36ae-4b9e-8d82-983eefa642c4","en/solutions/product-development-mvp","Product development & MVP","Understand first, then build","Solutions","util-link-list",{"_uid":177,"link":178,"links":181,"title":224,"component":175},"c72751dc-01ca-4393-88d5-f98044c20dfe",{"id":179,"url":26,"linktype":36,"fieldtype":37,"cached_url":180},"a892f494-8d6a-4cbe-a036-b5bd43d81958","en/case-studies/case-study-overview",[182,189,196,203,210,217],{"_uid":183,"link":184,"text":187,"component":40,"description":188},"a0c1e2d3-0001-4c00-9000-000000000001",{"id":185,"url":26,"linktype":36,"fieldtype":37,"cached_url":186},"7f581200-fa0e-47c3-a036-a034ea8dd4b3","en/case-studies/case-study-the-female-company","The Female Company","+54% conversion rate in three months",{"_uid":190,"link":191,"text":194,"component":40,"description":195},"a0c1e2d3-0001-4c00-9000-000000000002",{"id":192,"url":26,"linktype":36,"fieldtype":37,"cached_url":193},"a6c97e71-0282-4420-9e34-fdf2352644a1","en/case-studies/case-study-fashion-brand-testing-program","Well-known German fashion brand","+€44.88 million net revenue in three years",{"_uid":197,"link":198,"text":201,"component":40,"description":202},"edd83cb1-2bb0-469a-8007-d76d26c94804",{"id":199,"url":26,"linktype":36,"fieldtype":37,"cached_url":200},"2241194e-134e-40a0-a249-0d55e726fb9b","en/case-studies/case-study-freenet-ag","freenet","+30% more orders, testing program now in-house",{"_uid":204,"link":205,"text":208,"component":40,"description":209},"79bdb63a-dd36-468f-ad57-1ff6352335ff",{"id":206,"url":26,"linktype":36,"fieldtype":37,"cached_url":207},"3e972b2a-d8ed-4c26-9a0d-3730810e35c5","en/case-studies/case-study-computeruniverse","computeruniverse","+18.2% more revenue through real-time personalization",{"_uid":211,"link":212,"text":215,"component":40,"description":216},"a0c1e2d3-0001-4c00-9000-000000000003",{"id":213,"url":26,"linktype":36,"fieldtype":37,"cached_url":214},"6dee723e-4a26-4ef8-a788-f3fd16bfebe2","en/case-studies/case-study-loesdau","Pferdesporthaus Loesdau","1,493% ROI in two years",{"_uid":218,"link":219,"text":222,"component":40,"description":223},"0025c2b0-0253-444d-89be-9bbae77b66fd",{"id":220,"url":26,"linktype":36,"fieldtype":37,"cached_url":221},"cc5aaba5-d34d-4f67-923a-262db0d1b125","en/case-studies/case-study-haufe","Haufe","+€5.2 million revenue with personas in daily use","Cases",{"_uid":226,"link":227,"links":230,"title":286,"component":175},"290333ca-9ef6-4c0d-8878-f5c285374311",{"id":228,"url":26,"linktype":36,"fieldtype":37,"cached_url":229},"68fff7b8-baab-43cd-a5fa-49552696f02c","en/industries/",[231,239,247,255,263,271,279],{"_uid":232,"icon":233,"link":234,"text":237,"component":40,"description":238},"2c8f964f-f25d-47fe-ac8f-e11f53673926","shopping-cart",{"id":235,"url":26,"linktype":36,"fieldtype":37,"cached_url":236},"36c9f544-e82a-48db-8c54-758cb34a92c4","en/industries/e-commerce","E-commerce","Large range, many decisions",{"_uid":240,"icon":241,"link":242,"text":245,"component":40,"description":246},"95e5bd1c-820a-404c-9425-fa5726f46039","shopping-bag",{"id":243,"url":26,"linktype":36,"fieldtype":37,"cached_url":244},"58a831ef-bc88-4822-afe9-00d85ec8ad90","en/industries/d2c","D2C","Growth without rising ad costs",{"_uid":248,"icon":249,"link":250,"text":253,"component":40,"description":254},"f87e851a-7b12-4e65-8e92-329f5c9320c3","briefcase",{"id":251,"url":26,"linktype":36,"fieldtype":37,"cached_url":252},"6d14b7b9-aa14-421f-b97f-611b004be61d","en/industries/b2b","B2B","Long buying cycles, multiple decision makers",{"_uid":256,"icon":257,"link":258,"text":261,"component":40,"description":262},"fbfa0f52-59fb-4fe2-9124-29860f34613f","smartphone",{"id":259,"url":26,"linktype":36,"fieldtype":37,"cached_url":260},"2bab8357-1a41-476a-b2ff-d55d1ff9a618","en/industries/telecommunications","Telecommunications","Make plans easy to understand, increase sign-ups",{"_uid":264,"icon":265,"link":266,"text":269,"component":40,"description":270},"e03779ff-4a0c-492b-a23f-82cc41ce1b42","landmark",{"id":267,"url":26,"linktype":36,"fieldtype":37,"cached_url":268},"5599b9b2-5db0-45d3-9a6e-dd26350f18f9","en/industries/banking-finance","Banking & finance","Build trust, simplify applications",{"_uid":272,"icon":273,"link":274,"text":277,"component":40,"description":278},"7657fffb-c9f6-47f7-a970-a9a623d59aca","plane",{"id":275,"url":26,"linktype":36,"fieldtype":37,"cached_url":276},"d7a67244-3bfe-499c-9ff2-a984c7f9b5d3","en/industries/travel","Travel & entertainment","Make booking safe and simple",{"_uid":280,"icon":152,"link":281,"text":284,"component":40,"description":285},"2e8b4eaa-1fc5-445c-976f-bf38a081e21f",{"id":282,"url":26,"linktype":36,"fieldtype":37,"cached_url":283},"891c50ea-0e10-4f91-989f-d6233730baeb","en/industries/ngo","NGOs & nonprofits","Win more donations and members","Industries",{"_uid":288,"link":289,"links":292,"title":327,"component":175},"78233a78-d66e-44e6-9bc6-f04e21981a36",{"id":290,"url":26,"linktype":36,"fieldtype":37,"cached_url":291},"e5214df9-fe31-4b0b-912b-496d553b20ad","en/resources/",[293,299,306,314,320],{"_uid":294,"icon":295,"link":296,"text":297,"component":40,"description":298},"c5a1f0b2-0005-4c00-9000-000000000001","book-open",{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38},"Conversion optimization guide","Definition, process, and examples",{"_uid":300,"icon":160,"link":301,"text":304,"component":40,"description":305},"c5a1f0b2-0005-4c00-9000-000000000002",{"id":302,"url":26,"linktype":36,"fieldtype":37,"cached_url":303},"5be80400-2594-4108-a12f-946b552e0256","en/guides/ab-testing","A/B testing guide","Steps, examples, and statistics",{"_uid":307,"icon":308,"link":309,"text":312,"component":40,"description":313},"c5a1f0b2-0005-4c00-9000-000000000003","search",{"id":310,"url":26,"linktype":36,"fieldtype":37,"cached_url":311},"22b160d7-8905-45dd-92e7-9af641058a86","en/guides/finding-a-cro-agency","How to find a good CRO agency","Costs, criteria, and checklist",{"_uid":315,"icon":316,"link":317,"text":318,"component":40,"description":319},"c5a1f0b2-0005-4c00-9000-000000000004","sparkles",{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},"Personalization guide","Maturity levels, examples, and measurement",{"_uid":321,"link":322,"text":325,"component":40,"description":326},"8eb16b14-6456-4a01-8f2c-aa930c24ac5d",{"id":323,"url":26,"linktype":36,"fieldtype":37,"cached_url":324},"9dcac8d3-1e2f-466b-afe2-72d5f61b7752","en/training","Training","In-house workshops and training","Know-how",{"_uid":329,"link":330,"links":333,"title":369,"component":175},"5e1fb531-7f55-4c8e-8b25-32fa43e7af94",{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},"830df140-11b6-4ac1-a40d-08a487584d85","en/about-us/who-we-are",[334,340,348,356,361],{"_uid":335,"icon":336,"link":337,"text":338,"component":40,"description":339},"95511c3e-0c54-4f6e-83bc-143e5ac943f2","users",{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},"Who we are","The team behind konversionsKRAFT",{"_uid":341,"icon":342,"link":343,"text":346,"component":40,"description":347},"10e03a1d-860a-4a64-8997-f352cab5291c","compass",{"id":344,"url":26,"linktype":36,"fieldtype":37,"cached_url":345},"47795f94-2866-47a1-822f-c9c10198fb8e","en/about-us/what-we-do","What we do","Methods and ways of working",{"_uid":349,"icon":350,"link":351,"text":354,"component":40,"description":355},"cc8765bf-7f12-478b-81c7-29f508fc805a","building-2",{"id":352,"url":26,"linktype":36,"fieldtype":37,"cached_url":353},"e92760d5-db22-4cc2-8f24-d6d7a41b4232","en/about-us/our-clients","Who we work for","Clients and industries",{"_uid":357,"icon":249,"link":358,"text":359,"component":40,"description":360},"47e8279b-16f2-4f6b-8cd3-bd9407369bba",{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},"Careers & jobs","Open positions and getting started",{"_uid":362,"icon":363,"link":364,"text":367,"component":40,"description":368},"85eb0d40-5379-4f62-a6a8-6cbbbcf27dd9","messages-square",{"id":365,"url":26,"linktype":36,"fieldtype":37,"cached_url":366},"a0cf3753-cf6a-4979-ad4b-1cd4991ed1a9","en/about-us/our-culture","Our culture","Team first, how we work together","About us",[371],{"_uid":372,"icon":26,"link":373,"text":52,"intent":374,"component":375,"icon_position":376,"intent_icon_placeholder":26},"1b18d9f0-85af-48f2-a038-6a823d74dbff",{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},"primary","util-button","leading","core-header","header","en/_menu/header",-10,[],"75b53543-66d9-485e-9001-1ed72c956af9",[],"singleton-settings","Read more",[],[388],{"_uid":389,"kicker":26,"headline":390,"component":399,"subheadline":400,"show_top_line":30},"2ed79024-c132-46be-87a3-9817c6177710",{"type":391,"content":392},"doc",[393],{"type":394,"content":395},"paragraph",[396],{"text":397,"type":398},"Oops!","text","item-head",{"type":391,"content":401},[402],{"type":394,"content":403},[404],{"text":405,"type":398},"Sorry, the page you requested could not be found.",[407],{"_uid":408,"kicker":26,"headline":409,"component":399,"subheadline":415,"show_top_line":30},"0d04a304-4149-4f4d-a1fd-0a0c3d96b8d5",{"type":391,"content":410},[411],{"type":394,"content":412},[413],{"text":414,"type":398},"About the author",{"type":391,"content":416},[417],{"type":394},[],[],"min read",[],"Written by","Contents","Reading time","minutes","_settings","en/_settings",[],234006650914666,"b0e5bd7a-6052-45e4-8692-87fe562b3b00",[],1793130294,[434,520],{"name":100,"created_at":101,"published_at":102,"updated_at":103,"id":104,"uuid":105,"content":435,"slug":378,"full_slug":379,"sort_by_date":91,"position":380,"tag_list":518,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":382,"first_published_at":102,"release_id":91,"lang":96,"path":91,"alternates":519,"default_full_slug":91,"translated_slugs":91},{"_uid":107,"link":436,"logo":437,"links":439,"buttons":515,"component":377},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},{"id":110,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":111,"copyright":26,"fieldtype":28,"meta_data":438},{},[440,457,472,489,502],{"_uid":115,"link":441,"links":442,"title":174,"component":175,"show_featured_case":98},{"id":117,"url":26,"linktype":36,"fieldtype":37,"cached_url":118},[443,445,447,449,451,453,455],{"_uid":121,"icon":122,"link":444,"text":39,"component":40,"description":126},{"id":124,"url":26,"linktype":36,"fieldtype":37,"cached_url":125},{"_uid":128,"icon":129,"link":446,"text":46,"component":40,"description":133},{"id":131,"url":26,"linktype":36,"fieldtype":37,"cached_url":132},{"_uid":135,"icon":136,"link":448,"text":140,"component":40,"description":141},{"id":138,"url":26,"linktype":36,"fieldtype":37,"cached_url":139},{"_uid":143,"icon":144,"link":450,"text":148,"component":40,"description":149},{"id":146,"url":26,"linktype":36,"fieldtype":37,"cached_url":147},{"_uid":151,"icon":152,"link":452,"text":156,"component":40,"description":157},{"id":154,"url":26,"linktype":36,"fieldtype":37,"cached_url":155},{"_uid":159,"icon":160,"link":454,"text":164,"component":40,"description":165},{"id":162,"url":26,"linktype":36,"fieldtype":37,"cached_url":163},{"_uid":167,"icon":168,"link":456,"text":172,"component":40,"description":173},{"id":170,"url":26,"linktype":36,"fieldtype":37,"cached_url":171},{"_uid":177,"link":458,"links":459,"title":224,"component":175},{"id":179,"url":26,"linktype":36,"fieldtype":37,"cached_url":180},[460,462,464,466,468,470],{"_uid":183,"link":461,"text":187,"component":40,"description":188},{"id":185,"url":26,"linktype":36,"fieldtype":37,"cached_url":186},{"_uid":190,"link":463,"text":194,"component":40,"description":195},{"id":192,"url":26,"linktype":36,"fieldtype":37,"cached_url":193},{"_uid":197,"link":465,"text":201,"component":40,"description":202},{"id":199,"url":26,"linktype":36,"fieldtype":37,"cached_url":200},{"_uid":204,"link":467,"text":208,"component":40,"description":209},{"id":206,"url":26,"linktype":36,"fieldtype":37,"cached_url":207},{"_uid":211,"link":469,"text":215,"component":40,"description":216},{"id":213,"url":26,"linktype":36,"fieldtype":37,"cached_url":214},{"_uid":218,"link":471,"text":222,"component":40,"description":223},{"id":220,"url":26,"linktype":36,"fieldtype":37,"cached_url":221},{"_uid":226,"link":473,"links":474,"title":286,"component":175},{"id":228,"url":26,"linktype":36,"fieldtype":37,"cached_url":229},[475,477,479,481,483,485,487],{"_uid":232,"icon":233,"link":476,"text":237,"component":40,"description":238},{"id":235,"url":26,"linktype":36,"fieldtype":37,"cached_url":236},{"_uid":240,"icon":241,"link":478,"text":245,"component":40,"description":246},{"id":243,"url":26,"linktype":36,"fieldtype":37,"cached_url":244},{"_uid":248,"icon":249,"link":480,"text":253,"component":40,"description":254},{"id":251,"url":26,"linktype":36,"fieldtype":37,"cached_url":252},{"_uid":256,"icon":257,"link":482,"text":261,"component":40,"description":262},{"id":259,"url":26,"linktype":36,"fieldtype":37,"cached_url":260},{"_uid":264,"icon":265,"link":484,"text":269,"component":40,"description":270},{"id":267,"url":26,"linktype":36,"fieldtype":37,"cached_url":268},{"_uid":272,"icon":273,"link":486,"text":277,"component":40,"description":278},{"id":275,"url":26,"linktype":36,"fieldtype":37,"cached_url":276},{"_uid":280,"icon":152,"link":488,"text":284,"component":40,"description":285},{"id":282,"url":26,"linktype":36,"fieldtype":37,"cached_url":283},{"_uid":288,"link":490,"links":491,"title":327,"component":175},{"id":290,"url":26,"linktype":36,"fieldtype":37,"cached_url":291},[492,494,496,498,500],{"_uid":294,"icon":295,"link":493,"text":297,"component":40,"description":298},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38},{"_uid":300,"icon":160,"link":495,"text":304,"component":40,"description":305},{"id":302,"url":26,"linktype":36,"fieldtype":37,"cached_url":303},{"_uid":307,"icon":308,"link":497,"text":312,"component":40,"description":313},{"id":310,"url":26,"linktype":36,"fieldtype":37,"cached_url":311},{"_uid":315,"icon":316,"link":499,"text":318,"component":40,"description":319},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":321,"link":501,"text":325,"component":40,"description":326},{"id":323,"url":26,"linktype":36,"fieldtype":37,"cached_url":324},{"_uid":329,"link":503,"links":504,"title":369,"component":175},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},[505,507,509,511,513],{"_uid":335,"icon":336,"link":506,"text":338,"component":40,"description":339},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},{"_uid":341,"icon":342,"link":508,"text":346,"component":40,"description":347},{"id":344,"url":26,"linktype":36,"fieldtype":37,"cached_url":345},{"_uid":349,"icon":350,"link":510,"text":354,"component":40,"description":355},{"id":352,"url":26,"linktype":36,"fieldtype":37,"cached_url":353},{"_uid":357,"icon":249,"link":512,"text":359,"component":40,"description":360},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"_uid":362,"icon":363,"link":514,"text":367,"component":40,"description":368},{"id":365,"url":26,"linktype":36,"fieldtype":37,"cached_url":366},[516],{"_uid":372,"icon":26,"link":517,"text":52,"intent":374,"component":375,"icon_position":376,"intent_icon_placeholder":26},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},[],[],{"name":15,"created_at":16,"published_at":17,"updated_at":18,"id":19,"uuid":20,"content":521,"slug":89,"full_slug":90,"sort_by_date":91,"position":92,"tag_list":544,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":95,"first_published_at":17,"release_id":91,"lang":96,"path":91,"alternates":545,"default_full_slug":91,"translated_slugs":91},{"cta":522,"_uid":23,"logo":523,"links":525,"component":59,"copyright":60,"logo_link":534,"legal_links":535},[],{"id":25,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":27,"copyright":26,"fieldtype":28,"meta_data":524,"is_external_url":30},{},[526,528,530,532],{"_uid":33,"link":527,"text":39,"component":40},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38},{"_uid":42,"link":529,"text":46,"component":40},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":48,"link":531,"text":52,"component":40},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},{"_uid":54,"link":533,"text":58,"component":40},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},[536,538,540,542],{"_uid":66,"link":537,"text":70,"component":40},{"id":68,"url":26,"linktype":36,"fieldtype":37,"cached_url":69},{"_uid":72,"link":539,"text":76,"component":40},{"id":74,"url":26,"linktype":36,"fieldtype":37,"cached_url":75},{"_uid":78,"link":541,"text":82,"component":40},{"id":80,"url":26,"linktype":36,"fieldtype":37,"cached_url":81},{"_uid":84,"link":543,"text":88,"component":40},{"id":86,"url":26,"linktype":36,"fieldtype":37,"cached_url":87},[],[],[],{"story":548,"cv":432,"rels":1647,"links":1764},{"name":549,"created_at":550,"published_at":551,"updated_at":552,"id":553,"uuid":302,"content":554,"slug":1637,"full_slug":303,"sort_by_date":91,"position":92,"tag_list":1638,"is_startpage":30,"parent_id":1639,"meta_data":91,"group_id":1640,"first_published_at":551,"release_id":91,"lang":96,"path":91,"alternates":1641,"default_full_slug":91,"translated_slugs":91},"A/B testing","2026-10-25T13:23:22.165Z","2026-10-27T19:27:01.572Z","2026-10-27T19:27:01.601Z",234475528891518,{"seo":555,"_uid":561,"body":562,"footer":1520,"header":1547,"component":1636,"seo_noindex":30,"seo_nofollow":30,"seo_canonical":26},{"_uid":556,"title":557,"plugin":558,"og_image":559,"og_title":557,"description":560,"twitter_title":557,"og_description":560,"twitter_description":560},"1f50181b-f5ce-4a65-bf63-2fcce791ecaf","A/B Testing: Steps, Examples, Statistics | konversionsKRAFT","seo_metatags","https://a.storyblok.com/f/328018/150x150/c31b963efd/umsatzwachstum-heller-bg.svg","What A/B testing is, how many visitors a test needs, and how to read results correctly. With a worked example, real-world cases, and a statistics primer.","2ad7746b-474c-4b88-bb8f-13a5778357e7",[563,602,1410,1485],{"_uid":564,"head":565,"list":591,"image":592,"theme":597,"alignment":598,"component":599,"title_size":600,"action_buttons":601,"gradient_theme":96,"overlay_next_section":30},"2da2fb30-80df-43d5-9c9b-8c54243be9fb",[566],{"_uid":567,"kicker":568,"headline":569,"component":399,"subheadline":581,"show_top_line":98},"b03d2fc9-b5c7-42b4-b772-7c786ce55af1","Guide",{"type":391,"content":570},[571],{"type":572,"attrs":573,"content":575},"heading",{"level":574},1,[576],{"text":577,"type":398,"marks":578},"A/B testing: definition, process, and examples",[579],{"type":580},"bold",{"type":391,"content":582},[583,587],{"type":394,"content":584},[585],{"text":586,"type":398},"An A/B test compares two versions of a page using real visitors. Half of them see the current version, the other half sees the new one. The winner is the version that demonstrably brings more purchases, inquiries, or sign-ups. This guide explains how it works, how many visitors you need, and why most tests fail.",{"type":394,"content":588},[589],{"text":590,"type":398},"By André Morys · Updated October 2, 2026",[],{"id":593,"alt":594,"title":595,"filename":596,"fieldtype":28,"is_external_url":30},79839274449745,"Abstract background with red triangles","KK Background Triangle","https://a.storyblok.com/f/328018/1450x787/2a0075e467/kk-backrgound-abstrakt.png","brand","left","section-hero-3","big",[],{"_uid":603,"head":604,"theme":96,"alignment":598,"component":605,"richtext_body":606,"action_buttons":1409},"13e053c8-421d-454c-8bd1-0e22bdbb6ef1",[],"section-richtext-1",[607,639,788,811,914,992,1128],{"_uid":608,"text":609,"component":638},"0eb1689b-68bd-4fb3-a1f3-1ab4cf20e2ac",{"type":391,"content":610},[611,619,623,627,631],{"type":572,"attrs":612,"content":614},{"level":613},2,[615],{"text":616,"type":398,"marks":617},"What is A/B testing?",[618],{"type":580},{"type":394,"content":620},[621],{"text":622,"type":398},"A/B testing is a controlled experiment on a website or in an app. Traffic is split at random between a control (A) and a variant (B). You measure a goal metric defined in advance, for example the conversion rate.",{"type":394,"content":624},[625],{"text":626,"type":398},"Randomization is the key. Because both groups are made up the same way, you can trace a difference in results back to the change. Seasonality, weather, or a running campaign affect both groups equally. That is exactly what separates an A/B test from a before-and-after comparison.",{"type":394,"content":628},[629],{"text":630,"type":398},"The principle is old. Medical studies have worked this way for decades. Online, it became standard in the 2000s, when Amazon, Google, and Booking.com began testing decisions systematically. Booking.com is considered one of the companies with the most experiments running in parallel today.",{"type":572,"attrs":632,"content":633},{"level":613},[634],{"text":635,"type":398,"marks":636},"A/B test, split URL test, multivariate test: what's the difference?",[637],{"type":580},"richtext-text",{"_uid":640,"caption":641,"columns":642,"component":787,"horizontally_scrollable":98},"3a1842df-8b9b-4e71-8be8-e736e07b8937","For most websites, the classic A/B test is the right choice.",[643,681,717,751],{"_uid":644,"cells":645,"heading":679,"component":680},"b7720089-a316-4a59-a0d3-94ce75987dc4",[646,655,663,671],{"_uid":647,"text":648,"component":654},"c7ee0ea9-ee62-4c95-b990-24946ba24157",{"type":391,"content":649},[650],{"type":394,"content":651},[652],{"text":653,"type":398},"A/B test","richtext-table__cell",{"_uid":656,"text":657,"component":654},"7ea8d797-534e-42e3-a63b-2d395776652c",{"type":391,"content":658},[659],{"type":394,"content":660},[661],{"text":662,"type":398},"Split URL test",{"_uid":664,"text":665,"component":654},"68953f02-6fd9-4b66-90d6-a310bb1d0d71",{"type":391,"content":666},[667],{"type":394,"content":668},[669],{"text":670,"type":398},"Multivariate test",{"_uid":672,"text":673,"component":654},"70a528d9-a117-43cb-99b5-1d63af8476ba",{"type":391,"content":674},[675],{"type":394,"content":676},[677],{"text":678,"type":398},"A/A test","Test type","richtext-table__column",{"_uid":682,"cells":683,"heading":716,"component":680},"7e732a7f-62b3-475c-a863-e77eade14f89",[684,692,700,708],{"_uid":685,"text":686,"component":654},"cd358c25-113a-4c69-85cc-9cdf63ac20c8",{"type":391,"content":687},[688],{"type":394,"content":689},[690],{"text":691,"type":398},"One control against one or more variants on the same URL",{"_uid":693,"text":694,"component":654},"5457754b-6efe-4951-b15e-00b45372915b",{"type":391,"content":695},[696],{"type":394,"content":697},[698],{"text":699,"type":398},"Two completely different pages on separate URLs",{"_uid":701,"text":702,"component":654},"c6c4d9e7-83f5-4b9f-8ad0-76e924a639b0",{"type":391,"content":703},[704],{"type":394,"content":705},[706],{"text":707,"type":398},"Several elements at once, in all combinations",{"_uid":709,"text":710,"component":654},"025ba82e-a077-4896-a153-cc49bd15f247",{"type":391,"content":711},[712],{"type":394,"content":713},[714],{"text":715,"type":398},"The same version twice","What is tested",{"_uid":718,"cells":719,"heading":750,"component":680},"07551916-c7a1-4035-aca2-3dac4212e2fa",[720,728,735,743],{"_uid":721,"text":722,"component":654},"81a8f07e-ae11-4e3e-ae83-d37b30fa34e4",{"type":391,"content":723},[724],{"type":394,"content":725},[726],{"text":727,"type":398},"medium",{"_uid":729,"text":730,"component":654},"2e293525-3718-4ce8-8e9c-45ca17f4ba0b",{"type":391,"content":731},[732],{"type":394,"content":733},[734],{"text":727,"type":398},{"_uid":736,"text":737,"component":654},"2a2575c6-e596-4180-be0f-a209d9fc7c89",{"type":391,"content":738},[739],{"type":394,"content":740},[741],{"text":742,"type":398},"very high",{"_uid":744,"text":745,"component":654},"4aed6a81-27c9-4639-9c77-ab18697b1885",{"type":391,"content":746},[747],{"type":394,"content":748},[749],{"text":727,"type":398},"Traffic needed",{"_uid":752,"cells":753,"heading":786,"component":680},"7209bff8-d09a-4adc-b9f6-fb3fa8a4c321",[754,762,770,778],{"_uid":755,"text":756,"component":654},"1573a476-8fc3-44bd-ac2b-9a74b40a64c1",{"type":391,"content":757},[758],{"type":394,"content":759},[760],{"text":761,"type":398},"new argumentation, new layout of a section",{"_uid":763,"text":764,"component":654},"c495c063-854f-476f-956d-e7c61c801ba7",{"type":391,"content":765},[766],{"type":394,"content":767},[768],{"text":769,"type":398},"new landing page, new checkout",{"_uid":771,"text":772,"component":654},"6e2f6c16-3f59-473a-aff9-e5ac11a4535e",{"type":391,"content":773},[774],{"type":394,"content":775},[776],{"text":777,"type":398},"fine-tuning with a lot of traffic",{"_uid":779,"text":780,"component":654},"a82e5677-b2fb-4ab4-9a20-f9e8f2511b8a",{"type":391,"content":781},[782],{"type":394,"content":783},[784],{"text":785,"type":398},"checking whether the tool and tracking measure cleanly","Typical use","richtext-table",{"_uid":789,"text":790,"component":638},"8768d364-3eeb-4370-8518-8a98c5b0d990",{"type":391,"content":791},[792,796,800,807],{"type":394,"content":793},[794],{"text":795,"type":398},"A multivariate test with three headlines and three images has nine combinations. Each one needs enough visitors for a reliable result. For most websites, that is too much.",{"type":394,"content":797},[798],{"text":799,"type":398},"There are also bandit methods. They shift traffic to the better variant during the test. That brings more revenue in the short term but delivers less clean insights. For promotions with a short run time, that can make sense. For decisions that should last longer, the classic A/B test is better.",{"type":572,"attrs":801,"content":802},{"level":613},[803],{"text":804,"type":398,"marks":805},"When A/B testing pays off",[806],{"type":580},{"type":394,"content":808},[809],{"text":810,"type":398},"Many people check too late whether their traffic is enough at all. How many visitors a test needs depends on three values. First, today's conversion rate. Second, the effect you want to detect. Third, the certainty you want. The usual choice is a 95% confidence level and 80% statistical power.",{"_uid":812,"caption":813,"columns":814,"component":787,"horizontally_scrollable":98},"4e761833-a982-4468-b03e-94cc40bd1e7d","Worked example with a 95% confidence level and 80% statistical power, two-sided test.",[815,834,854,874,894],{"_uid":816,"cells":817,"heading":833,"component":680},"ff9f1e7b-39a9-4020-ba96-0d1ed397a3e8",[818,826],{"_uid":819,"text":820,"component":654},"66edc8fe-31fc-4583-88c3-c904326cc6e6",{"type":391,"content":821},[822],{"type":394,"content":823},[824],{"text":825,"type":398},"3% conversion rate",{"_uid":827,"text":828,"component":654},"c4584b30-1079-418a-b54a-fa8d6f9b6ad8",{"type":391,"content":829},[830],{"type":394,"content":831},[832],{"text":825,"type":398},"Starting point",{"_uid":835,"cells":836,"heading":853,"component":680},"6cbc8f1a-d5e8-41ff-b563-ba8c4e0f7531",[837,845],{"_uid":838,"text":839,"component":654},"d0987954-f404-4ae7-99ea-72a2e5b8d1ee",{"type":391,"content":840},[841],{"type":394,"content":842},[843],{"text":844,"type":398},"+10% (to 3.3%)",{"_uid":846,"text":847,"component":654},"eefd19dc-6dcd-44b2-b871-e73386b29187",{"type":391,"content":848},[849],{"type":394,"content":850},[851],{"text":852,"type":398},"+20% (to 3.6%)","Effect to detect",{"_uid":855,"cells":856,"heading":873,"component":680},"ed216c54-f587-4cf7-9f28-c7cccc71cf26",[857,865],{"_uid":858,"text":859,"component":654},"13cdf306-c139-4aa2-904b-4b284cf96eec",{"type":391,"content":860},[861],{"type":394,"content":862},[863],{"text":864,"type":398},"about 53,000",{"_uid":866,"text":867,"component":654},"6492af5e-6eb0-4af2-84da-c816c4b47932",{"type":391,"content":868},[869],{"type":394,"content":870},[871],{"text":872,"type":398},"about 14,000","Visitors per variant",{"_uid":875,"cells":876,"heading":893,"component":680},"c6f7a8cd-2717-447e-b58d-aa5b0e5ca324",[877,885],{"_uid":878,"text":879,"component":654},"bee6b210-49fd-4655-94e0-872bb77a6e30",{"type":391,"content":880},[881],{"type":394,"content":882},[883],{"text":884,"type":398},"about 106,000",{"_uid":886,"text":887,"component":654},"4efe9531-6e5e-4ffb-b97c-ba7dc2a15c8a",{"type":391,"content":888},[889],{"type":394,"content":890},[891],{"text":892,"type":398},"about 28,000","Total visitors (A and B)",{"_uid":895,"cells":896,"heading":913,"component":680},"c0d4d62c-ef22-4fb6-978f-8a198cb2168f",[897,905],{"_uid":898,"text":899,"component":654},"05875770-47ea-4ec7-9ec6-2485afb7c728",{"type":391,"content":900},[901],{"type":394,"content":902},[903],{"text":904,"type":398},"about 3 weeks",{"_uid":906,"text":907,"component":654},"5a2fcfee-b113-4bcb-9dbd-9e1c11d88ce4",{"type":391,"content":908},[909],{"type":394,"content":910},[911],{"text":912,"type":398},"about 6 days, rounded up to 2 weeks","Test duration at 5,000 visitors per day",{"_uid":915,"text":916,"component":638},"974f2138-5841-4801-9fca-a12673ed9215",{"type":391,"content":917},[918,922,926,930,937,945,953,961,969,977,985],{"type":394,"content":919},[920],{"text":921,"type":398},"Two things stand out. Small effects need a lot of traffic. For half the effect, you need about four times as much. And every test should run for at least two full weeks, even if the number is reached sooner. Otherwise weekdays and paydays skew the result.",{"type":394,"content":923},[924],{"text":925,"type":398},"To work out your own numbers, divide the required visitors by your daily traffic and round up to full weeks.",{"type":394,"content":927},[928],{"text":929,"type":398},"As a rough rule of thumb, classic A/B testing gets difficult below about 1,000 conversions per month on the path you are testing. Then you are better off with bigger changes that have a bigger effect, tests on intermediate steps like “Add to cart,” and qualitative methods such as user interviews.",{"type":572,"attrs":931,"content":932},{"level":613},[933],{"text":934,"type":398,"marks":935},"The A/B testing process in six steps",[936],{"type":580},{"type":394,"content":938},[939,943],{"text":940,"type":398,"marks":941},"1. Analysis.",[942],{"type":580},{"text":944,"type":398}," Find out where and why visitors drop off. Web analytics numbers show you where. User interviews, surveys, and session recordings show you why.",{"type":394,"content":946},[947,951],{"text":948,"type":398,"marks":949},"2. Hypothesis.",[950],{"type":580},{"text":952,"type":398}," State what you change, why it should work, and how you measure success. A good hypothesis builds on observed behavior and not on taste. A simple template: Because we observed X, we expect change Y to cause effect Z, measured by metric M.",{"type":394,"content":954},[955,959],{"text":956,"type":398,"marks":957},"3. Prioritization.",[958],{"type":580},{"text":960,"type":398}," Rank your ideas by expected value contribution, effort, and traffic needs. That way the idea with the biggest payoff runs first.",{"type":394,"content":962},[963,967],{"text":964,"type":398,"marks":965},"4. Implementation and quality assurance.",[966],{"type":580},{"text":968,"type":398}," Build the variant in the testing tool or on the server side. Check it in all important browsers and on all important devices. A bug in a variant costs real revenue. Also check that tracking records the goal metric correctly in every variant.",{"type":394,"content":970},[971,975],{"text":972,"type":398,"marks":973},"5. Test duration.",[974],{"type":580},{"text":976,"type":398}," Let the test run for the duration you calculated beforehand, and don't look for a winner every day. Anyone who stops as soon as one variant is ahead will find plenty of false winners.",{"type":394,"content":978},[979,983],{"text":980,"type":398,"marks":981},"6. Evaluation and rollout.",[982],{"type":580},{"text":984,"type":398}," Check statistical significance, sample distribution, and segments. Roll out the winners and document what you learned. Even a lost test tells you something about your customers.",{"type":572,"attrs":986,"content":987},{"level":613},[988],{"text":989,"type":398,"marks":990},"What you can test",[991],{"type":580},{"_uid":993,"caption":994,"columns":995,"component":787,"horizontally_scrollable":98},"0762fe86-cdcd-4ba8-9636-7c5e4ab58ce0","Examples of hypotheses by page type.",[996,1040,1084],{"_uid":997,"cells":998,"heading":1039,"component":680},"208a2ca7-1486-40db-8e44-159fee86a2c7",[999,1007,1015,1023,1031],{"_uid":1000,"text":1001,"component":654},"30576684-df66-48d5-b851-2b9a436839fa",{"type":391,"content":1002},[1003],{"type":394,"content":1004},[1005],{"text":1006,"type":398},"Product page",{"_uid":1008,"text":1009,"component":654},"95a31d26-9327-4511-afe0-5ba28dbcf3cb",{"type":391,"content":1010},[1011],{"type":394,"content":1012},[1013],{"text":1014,"type":398},"Checkout",{"_uid":1016,"text":1017,"component":654},"1eb07b5b-9a98-4265-a51f-ba5e3b390972",{"type":391,"content":1018},[1019],{"type":394,"content":1020},[1021],{"text":1022,"type":398},"Form",{"_uid":1024,"text":1025,"component":654},"420b8e3d-7890-4130-9e8f-7c356dc254a0",{"type":391,"content":1026},[1027],{"type":394,"content":1028},[1029],{"text":1030,"type":398},"Pricing page",{"_uid":1032,"text":1033,"component":654},"b8fe682d-f5d8-4c23-a114-8e5dbac7a57a",{"type":391,"content":1034},[1035],{"type":394,"content":1036},[1037],{"text":1038,"type":398},"Landing page","Area",{"_uid":1041,"cells":1042,"heading":1083,"component":680},"92742a64-fd1f-4a11-99be-ff16713b9c4c",[1043,1051,1059,1067,1075],{"_uid":1044,"text":1045,"component":654},"392b4ebe-a751-4873-9cff-75c95faa52e2",{"type":391,"content":1046},[1047],{"type":394,"content":1048},[1049],{"text":1050,"type":398},"Visitors who see delivery time and returns right next to the price hesitate less.",{"_uid":1052,"text":1053,"component":654},"6913f54e-6328-4a4d-9ec5-04a10ca710e9",{"type":391,"content":1054},[1055],{"type":394,"content":1056},[1057],{"text":1058,"type":398},"A guest checkout without mandatory registration reduces abandonment.",{"_uid":1060,"text":1061,"component":654},"e1de0c13-8128-414c-a305-1ab3df15753f",{"type":391,"content":1062},[1063],{"type":394,"content":1064},[1065],{"text":1066,"type":398},"Fewer required fields bring more inquiries without lowering quality.",{"_uid":1068,"text":1069,"component":654},"248ac0c7-79db-4816-b915-d8dd74c96faf",{"type":391,"content":1070},[1071],{"type":394,"content":1072},[1073],{"text":1074,"type":398},"A highlighted middle option steers the choice.",{"_uid":1076,"text":1077,"component":654},"b0361e0c-de67-45d8-8410-a73db260270a",{"type":391,"content":1078},[1079],{"type":394,"content":1080},[1081],{"text":1082,"type":398},"A headline that names the visitor's problem keeps them on the page.","Typical hypothesis",{"_uid":1085,"cells":1086,"heading":1127,"component":680},"dd01903c-d21a-4d2a-846f-6c51553abce6",[1087,1095,1103,1111,1119],{"_uid":1088,"text":1089,"component":654},"aa4f09fc-b2a1-48cc-b353-43f6b8fa5608",{"type":391,"content":1090},[1091],{"type":394,"content":1092},[1093],{"text":1094,"type":398},"Add-to-cart rate",{"_uid":1096,"text":1097,"component":654},"b115531e-8b9e-402e-b5af-18336d97b220",{"type":391,"content":1098},[1099],{"type":394,"content":1100},[1101],{"text":1102,"type":398},"completed orders",{"_uid":1104,"text":1105,"component":654},"07db9d14-ab1c-4fd7-8aa0-37b714879bff",{"type":391,"content":1106},[1107],{"type":394,"content":1108},[1109],{"text":1110,"type":398},"inquiries and qualified leads",{"_uid":1112,"text":1113,"component":654},"f3443079-1ce0-4878-b3df-73b6fcf73d0f",{"type":391,"content":1114},[1115],{"type":394,"content":1116},[1117],{"text":1118,"type":398},"revenue per visitor",{"_uid":1120,"text":1121,"component":654},"0de7d917-303f-4fbe-8716-af10763d757c",{"type":391,"content":1122},[1123],{"type":394,"content":1124},[1125],{"text":1126,"type":398},"clicks to the next step","Goal metric",{"_uid":1129,"text":1130,"component":638},"504cbde5-af0b-4ba2-8263-08aea582ba6d",{"type":391,"content":1131},[1132,1136,1143,1151,1159,1167,1175,1179,1186,1190,1194,1198,1205,1213,1217,1237,1244,1258,1265,1339,1346,1350,1354,1361,1365,1369,1376],{"type":394,"content":1133},[1134],{"text":1135,"type":398},"The reasoning matters more than the element. A “red versus green button” test without a hypothesis rarely delivers anything. Changes that address a customer concern or use a behavior pattern such as loss aversion or social proof work better. Our Behavior Pattern Model turns such patterns into testable hypotheses.",{"type":572,"attrs":1137,"content":1138},{"level":613},[1139],{"text":1140,"type":398,"marks":1141},"Statistics without the jargon",[1142],{"type":580},{"type":394,"content":1144},[1145,1149],{"text":1146,"type":398,"marks":1147},"Confidence level.",[1148],{"type":580},{"text":1150,"type":398}," It tells you how sure you can be that the difference is not random. 95% is the usual choice. That also means: out of 20 tests with no real effect, one will show a winner anyway on average.",{"type":394,"content":1152},[1153,1157],{"text":1154,"type":398,"marks":1155},"Statistical power.",[1156],{"type":580},{"text":1158,"type":398}," It tells you how likely your test is to find a real effect. 80% is the usual choice. A test with too few visitors has low power and misses winners. In an analysis of 115 A/B tests by the statistician Georgi Georgiev, nearly 70% were underpowered.",{"type":394,"content":1160},[1161,1165],{"text":1162,"type":398,"marks":1163},"Sample size and test duration.",[1164],{"type":580},{"text":1166,"type":398}," You set both before the start, not during the test. Plan them for your actual setup, including multiple variants and unequal traffic splits.",{"type":394,"content":1168},[1169,1173],{"text":1170,"type":398,"marks":1171},"Frequentist or Bayesian.",[1172],{"type":580},{"text":1174,"type":398}," The frequentist analysis answers whether a difference is statistically significant. The Bayesian analysis answers how likely which uplift is and what it means in euros. For management decisions, the second is often easier to understand. It turns a result into a range of likely uplifts that you can translate into revenue.",{"type":394,"content":1176},[1177],{"text":1178,"type":398},"To check whether a finished test is statistically significant, run a significance test on both variants at the confidence level you set beforehand.",{"type":572,"attrs":1180,"content":1181},{"level":613},[1182],{"text":1183,"type":398,"marks":1184},"How often tests win",[1185],{"type":580},{"type":394,"content":1187},[1188],{"text":1189,"type":398},"Many tests produce no significant result. That is normal and not a sign of poor work. The win rate depends mostly on where the hypotheses come from.",{"type":394,"content":1191},[1192],{"text":1193,"type":398},"Anyone who tests best practices from blogs rarely hits the mark. Anyone who first understands why customers hesitate hits more often. At freenet, two thirds of all tests were successful, and the cumulative uplift was 30%. The reason was not a better tool but hypotheses based on customer understanding.",{"type":394,"content":1195},[1196],{"text":1197,"type":398},"Even a test without a winner has value. It keeps an expensive change with no effect from going live. And it shows you which assumption about your customers is wrong.",{"type":572,"attrs":1199,"content":1200},{"level":613},[1201],{"text":1202,"type":398,"marks":1203},"Examples from practice",[1204],{"type":580},{"type":572,"attrs":1206,"content":1208},{"level":1207},3,[1209],{"text":1210,"type":398,"marks":1211},"Shoe online shop: the winner cost more than expected",[1212],{"type":580},{"type":394,"content":1214},[1215],{"text":1216,"type":398},"A fashion retailer tested three variants of the product page for one shoe model against the control. One variant emphasized discounts, one emphasized quality, and one improved the presentation. The winning variant raised the add-to-cart rate by 244% and orders by 43%. At the same time, almost three times as many returns came back. After returns, 22% more contribution margin remained.",{"type":394,"content":1218},[1219,1221,1235],{"text":1220,"type":398},"So the test was a success, but only half as big as the first number suggests. Anyone who looks only at the conversion rate flatters such tests. The whole story is in the ",{"text":1222,"type":398,"marks":1223},"case study on conversion, returns, and contribution margin",[1224],{"type":1225,"attrs":1226},"link",{"href":1227,"uuid":1228,"anchor":91,"target":1229,"linktype":36,"story":1230},"/en/case-studies/case-study-kickz","20a9b1e7-2138-4b67-ac75-13fc48c2300b","_self",{"name":1231,"id":1232,"uuid":1228,"slug":1233,"url":1234,"full_slug":1234,"_stopResolving":98},"Case Study KICKZ",234050681933277,"case-study-kickz","en/case-studies/case-study-kickz",{"text":1236,"type":398},".",{"type":572,"attrs":1238,"content":1239},{"level":1207},[1240],{"text":1241,"type":398,"marks":1242},"Fashion D2C brand: testing as a growth lever",[1243],{"type":580},{"type":394,"content":1245},[1246,1248,1257],{"text":1247,"type":398},"The market for the core business of a midsize D2C brand was saturated. More ad budget hardly brought in any new customers. Together with the internal team, experimentation became a fixed part of every important decision. The result: +20.69% revenue growth and €22.8 million value contribution per year. The values are calculated conservatively, with a confidence interval and depreciation. You will find more results on our page on ",{"text":1249,"type":398,"marks":1250},"conversion optimization",[1251],{"type":1225,"attrs":1252},{"href":1253,"uuid":124,"anchor":91,"target":1229,"linktype":36,"story":1254},"/en/solutions/conversion-optimization",{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125,"_stopResolving":98},234017881727981,"conversion-optimization",{"text":1236,"type":398},{"type":572,"attrs":1259,"content":1260},{"level":613},[1261],{"text":1262,"type":398,"marks":1263},"Common A/B testing mistakes",[1264],{"type":580},{"type":1266,"content":1267},"bullet_list",[1268,1279,1289,1299,1309,1319,1329],{"type":1269,"content":1270},"list_item",[1271],{"type":394,"content":1272},[1273,1277],{"text":1274,"type":398,"marks":1275},"Stopping too early.",[1276],{"type":580},{"text":1278,"type":398}," Anyone who stops the test as soon as one variant is ahead significantly raises the risk of a false winner.",{"type":1269,"content":1280},[1281],{"type":394,"content":1282},[1283,1287],{"text":1284,"type":398,"marks":1285},"Sample too small.",[1286],{"type":580},{"text":1288,"type":398}," Without calculating it beforehand, it stays unclear whether the test can find an effect at all.",{"type":1269,"content":1290},[1291],{"type":394,"content":1292},[1293,1297],{"text":1294,"type":398,"marks":1295},"Uneven split.",[1296],{"type":580},{"text":1298,"type":398}," If one variant gets significantly more or fewer visitors than planned, something is wrong with the allocation. Experts call this sample ratio mismatch. The result is then unusable.",{"type":1269,"content":1300},[1301],{"type":394,"content":1302},[1303,1307],{"text":1304,"type":398,"marks":1305},"Flicker.",[1306],{"type":580},{"text":1308,"type":398}," If the variant visibly loads after the original page, it distorts behavior.",{"type":1269,"content":1310},[1311],{"type":394,"content":1312},[1313,1317],{"text":1314,"type":398,"marks":1315},"Too many goal metrics.",[1316],{"type":580},{"text":1318,"type":398}," Anyone who measures ten metrics almost always finds one that wins by chance. Set one primary goal metric beforehand.",{"type":1269,"content":1320},[1321],{"type":394,"content":1322},[1323,1327],{"text":1324,"type":398,"marks":1325},"Novelty effect.",[1326],{"type":580},{"text":1328,"type":398}," Returning visitors click on anything new at first. The effect can disappear after two or three weeks.",{"type":1269,"content":1330},[1331],{"type":394,"content":1332},[1333,1337],{"text":1334,"type":398,"marks":1335},"Wrong goal metric.",[1336],{"type":580},{"text":1338,"type":398}," More orders do not automatically mean more profit, as the shoe test shows.",{"type":572,"attrs":1340,"content":1341},{"level":613},[1342],{"text":1343,"type":398,"marks":1344},"A/B testing, SEO, and data privacy",[1345],{"type":580},{"type":394,"content":1347},[1348],{"text":1349,"type":398},"Google explicitly allows A/B tests. You should follow three rules. Don't show search engines a different version than visitors, because that would be cloaking. Set a canonical tag pointing to the original page for split URL tests. And end tests after the planned duration instead of letting them run for months.",{"type":394,"content":1351},[1352],{"text":1353,"type":398},"On data privacy: most testing tools set cookies or store an identifier in the browser. For that, you usually need consent through your consent banner. Server-side tests without personal data are easier to secure. Clarify the integration with your data protection officer.",{"type":572,"attrs":1355,"content":1356},{"level":613},[1357],{"text":1358,"type":398,"marks":1359},"Tools for A/B testing",[1360],{"type":580},{"type":394,"content":1362},[1363],{"text":1364,"type":398},"Since Google Optimize was discontinued in September 2023, most companies use specialized providers. Roughly speaking, there are two groups. Client-side tools change the page in the browser. They are quick to set up and well suited for marketing teams. Server-side tools deliver the variant directly from the server. They take more effort, but they are faster, more stable, and better for tests on prices, search, or logic.",{"type":394,"content":1366},[1367],{"text":1368,"type":398},"Which tool fits depends on traffic, tech stack, and data privacy requirements.",{"type":572,"attrs":1370,"content":1371},{"level":613},[1372],{"text":1373,"type":398,"marks":1374},"Do it yourself or with an agency?",[1375],{"type":580},{"type":394,"content":1377},[1378,1380,1390,1392,1398,1400,1408],{"text":1379,"type":398},"For your first tests, a tool, a clean hypothesis, and a calculated test duration are enough. It gets harder when A/B testing should bring in revenue permanently. Then you need research, statistics, development, and an organization that also acts on the results. What to look for when ",{"text":1381,"type":398,"marks":1382},"choosing a CRO agency",[1383],{"type":1225,"attrs":1384},{"href":1385,"uuid":310,"anchor":91,"target":1229,"linktype":36,"story":1386},"/en/guides/finding-a-cro-agency",{"name":1387,"id":1388,"uuid":310,"slug":1389,"url":311,"full_slug":311,"_stopResolving":98},"Finding a CRO agency",234475537534081,"finding-a-cro-agency",{"text":1391,"type":398}," is covered in a separate guide. If you lack the capacity or experience, you can get ",{"text":1393,"type":398,"marks":1394},"A/B testing as a service",[1395],{"type":1225,"attrs":1396},{"href":1253,"uuid":124,"anchor":91,"target":1229,"linktype":36,"story":1397},{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125,"_stopResolving":98},{"text":1399,"type":398}," from us. How A/B testing fits into overall conversion optimization is explained in our ",{"text":1401,"type":398,"marks":1402},"conversion optimization guide",[1403],{"type":1225,"attrs":1404},{"href":1405,"uuid":35,"anchor":91,"target":1229,"linktype":36,"story":1406},"/en/guides/conversion-optimization",{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38,"_stopResolving":98},234475533134975,{"text":1236,"type":398},[],{"_uid":1411,"head":1412,"items":1428,"theme":96,"alignment":598,"component":1484,"bordered_cards":98},"35225992-1b61-416c-aa58-3e521512382c",[1413],{"_uid":1414,"kicker":1415,"headline":1416,"component":399,"subheadline":1425,"show_top_line":98},"d6051d76-94fb-4b11-bb5f-f2975e4a23ec","FAQ",{"type":391,"content":1417},[1418],{"type":572,"attrs":1419,"content":1420},{"level":613},[1421],{"text":1422,"type":398,"marks":1423},"Frequently asked questions about A/B testing",[1424],{"type":580},{"type":391,"content":1426},[1427],{"type":394},[1429,1439,1448,1457,1466,1475],{"_uid":1430,"answer":1431,"question":1437,"component":1438},"5a0ec029-85e8-4f76-8edc-a7a030a7f904",{"type":391,"content":1432},[1433],{"type":394,"content":1434},[1435],{"text":1436,"type":398},"An A/B test compares two versions of a page using visitors who are split at random. The winner is the version that demonstrably improves a goal metric defined in advance.","What is an A/B test?","section-faq__item",{"_uid":1440,"answer":1441,"question":1447,"component":1438},"5937d6c9-96a0-4c3b-9b89-e2d4fab40a7f",{"type":391,"content":1442},[1443],{"type":394,"content":1444},[1445],{"text":1446,"type":398},"At least two full weeks, so that all days of the week are included. The exact duration follows from the required sample size and your traffic. Divide the required sample size by your daily traffic and round up to full weeks.","How long should an A/B test run?",{"_uid":1449,"answer":1450,"question":1456,"component":1438},"2424fe69-da82-4593-be29-2ce07e74878d",{"type":391,"content":1451},[1452],{"type":394,"content":1453},[1454],{"text":1455,"type":398},"That depends on the conversion rate and the effect you want to detect. With a 3% conversion rate and a +10% effect, it is about 53,000 visitors per variant. With +20%, it is about 14,000.","How many visitors do I need for an A/B test?",{"_uid":1458,"answer":1459,"question":1465,"component":1438},"1aa2d1c5-8e0b-483b-bd3c-fb24a68208f5",{"type":391,"content":1460},[1461],{"type":394,"content":1462},[1463],{"text":1464,"type":398},"An A/B test compares whole versions. A multivariate test checks several elements at once in all combinations and therefore needs many times the traffic.","What is the difference between an A/B test and a multivariate test?",{"_uid":1467,"answer":1468,"question":1474,"component":1438},"ba00dd2a-131f-443d-a2e3-d05682803add",{"type":391,"content":1469},[1470],{"type":394,"content":1471},[1472],{"text":1473,"type":398},"No, as long as you don't cloak, you set a canonical for split URL tests, and you end tests after the planned duration.","Does A/B testing hurt SEO?",{"_uid":1476,"answer":1477,"question":1483,"component":1438},"bb5eb93a-dbfd-4282-93d1-a692b0d424c3",{"type":391,"content":1478},[1479],{"type":394,"content":1480},[1481],{"text":1482,"type":398},"There are client-side and server-side tools. Since Google Optimize was discontinued in 2023, most companies use specialized providers. Which one fits depends on traffic, technology, and data privacy.","Which tools are there for A/B testing?","section-faq-1",{"_uid":1486,"head":1487,"list":1504,"theme":597,"alignment":598,"component":1505,"action_buttons":1506},"077c92b5-e1be-4b57-9cac-f097c5d194ff",[1488],{"_uid":1489,"kicker":1490,"headline":1491,"component":399,"subheadline":1498,"show_top_line":98},"20965a80-fabb-4d08-9254-b94afb912c46","A/B testing with konversionsKRAFT",{"type":391,"content":1492},[1493],{"type":572,"attrs":1494,"content":1495},{"level":613},[1496],{"text":1497,"type":398},"Want to build A/B testing that pays off?",{"type":391,"content":1499},[1500],{"type":394,"content":1501},[1502],{"text":1503,"type":398},"We find out why your customers hesitate, test solutions with clean statistics, and implement what works.",[],"section-cta-2",[1507],{"_uid":1508,"buttons":1509,"caption":1516,"component":1519,"caption_position":598},"ae04ffc7-8517-4f80-bee7-f46196ffd730",[1510],{"_uid":1511,"icon":1512,"link":1513,"text":1515,"intent":374,"component":375,"icon_position":376},"fe9f6ff2-b395-48bd-9396-4f7ee880316a","chevron-right",{"id":124,"url":26,"linktype":36,"fieldtype":37,"cached_url":125,"story":1514},{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125,"_stopResolving":98},"See our service",{"type":391,"content":1517},[1518],{"type":394},"item-action-buttons",{"name":15,"created_at":16,"published_at":17,"updated_at":18,"id":19,"uuid":20,"content":1521,"slug":89,"full_slug":90,"sort_by_date":91,"position":92,"tag_list":1545,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":95,"first_published_at":17,"release_id":91,"lang":96,"path":91,"alternates":1546,"default_full_slug":91,"translated_slugs":91,"_stopResolving":98},{"cta":1522,"_uid":23,"logo":1523,"links":1525,"component":59,"copyright":60,"logo_link":1535,"legal_links":1536},[],{"id":25,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":27,"copyright":26,"fieldtype":28,"meta_data":1524,"is_external_url":30},{},[1526,1529,1531,1533],{"_uid":33,"link":1527,"text":39,"component":40},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38,"story":1528},{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38,"_stopResolving":98},{"_uid":42,"link":1530,"text":46,"component":40},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":48,"link":1532,"text":52,"component":40},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},{"_uid":54,"link":1534,"text":58,"component":40},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},[1537,1539,1541,1543],{"_uid":66,"link":1538,"text":70,"component":40},{"id":68,"url":26,"linktype":36,"fieldtype":37,"cached_url":69},{"_uid":72,"link":1540,"text":76,"component":40},{"id":74,"url":26,"linktype":36,"fieldtype":37,"cached_url":75},{"_uid":78,"link":1542,"text":82,"component":40},{"id":80,"url":26,"linktype":36,"fieldtype":37,"cached_url":81},{"_uid":84,"link":1544,"text":88,"component":40},{"id":86,"url":26,"linktype":36,"fieldtype":37,"cached_url":87},[],[],{"name":100,"created_at":101,"published_at":102,"updated_at":103,"id":104,"uuid":105,"content":1548,"slug":378,"full_slug":379,"sort_by_date":91,"position":380,"tag_list":1634,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":382,"first_published_at":102,"release_id":91,"lang":96,"path":91,"alternates":1635,"default_full_slug":91,"translated_slugs":91,"_stopResolving":98},{"_uid":107,"link":1549,"logo":1550,"links":1552,"buttons":1631,"component":377},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},{"id":110,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":111,"copyright":26,"fieldtype":28,"meta_data":1551},{},[1553,1571,1586,1603,1618],{"_uid":115,"link":1554,"links":1555,"title":174,"component":175,"show_featured_case":98},{"id":117,"url":26,"linktype":36,"fieldtype":37,"cached_url":118},[1556,1559,1561,1563,1565,1567,1569],{"_uid":121,"icon":122,"link":1557,"text":39,"component":40,"description":126},{"id":124,"url":26,"linktype":36,"fieldtype":37,"cached_url":125,"story":1558},{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125,"_stopResolving":98},{"_uid":128,"icon":129,"link":1560,"text":46,"component":40,"description":133},{"id":131,"url":26,"linktype":36,"fieldtype":37,"cached_url":132},{"_uid":135,"icon":136,"link":1562,"text":140,"component":40,"description":141},{"id":138,"url":26,"linktype":36,"fieldtype":37,"cached_url":139},{"_uid":143,"icon":144,"link":1564,"text":148,"component":40,"description":149},{"id":146,"url":26,"linktype":36,"fieldtype":37,"cached_url":147},{"_uid":151,"icon":152,"link":1566,"text":156,"component":40,"description":157},{"id":154,"url":26,"linktype":36,"fieldtype":37,"cached_url":155},{"_uid":159,"icon":160,"link":1568,"text":164,"component":40,"description":165},{"id":162,"url":26,"linktype":36,"fieldtype":37,"cached_url":163},{"_uid":167,"icon":168,"link":1570,"text":172,"component":40,"description":173},{"id":170,"url":26,"linktype":36,"fieldtype":37,"cached_url":171},{"_uid":177,"link":1572,"links":1573,"title":224,"component":175},{"id":179,"url":26,"linktype":36,"fieldtype":37,"cached_url":180},[1574,1576,1578,1580,1582,1584],{"_uid":183,"link":1575,"text":187,"component":40,"description":188},{"id":185,"url":26,"linktype":36,"fieldtype":37,"cached_url":186},{"_uid":190,"link":1577,"text":194,"component":40,"description":195},{"id":192,"url":26,"linktype":36,"fieldtype":37,"cached_url":193},{"_uid":197,"link":1579,"text":201,"component":40,"description":202},{"id":199,"url":26,"linktype":36,"fieldtype":37,"cached_url":200},{"_uid":204,"link":1581,"text":208,"component":40,"description":209},{"id":206,"url":26,"linktype":36,"fieldtype":37,"cached_url":207},{"_uid":211,"link":1583,"text":215,"component":40,"description":216},{"id":213,"url":26,"linktype":36,"fieldtype":37,"cached_url":214},{"_uid":218,"link":1585,"text":222,"component":40,"description":223},{"id":220,"url":26,"linktype":36,"fieldtype":37,"cached_url":221},{"_uid":226,"link":1587,"links":1588,"title":286,"component":175},{"id":228,"url":26,"linktype":36,"fieldtype":37,"cached_url":229},[1589,1591,1593,1595,1597,1599,1601],{"_uid":232,"icon":233,"link":1590,"text":237,"component":40,"description":238},{"id":235,"url":26,"linktype":36,"fieldtype":37,"cached_url":236},{"_uid":240,"icon":241,"link":1592,"text":245,"component":40,"description":246},{"id":243,"url":26,"linktype":36,"fieldtype":37,"cached_url":244},{"_uid":248,"icon":249,"link":1594,"text":253,"component":40,"description":254},{"id":251,"url":26,"linktype":36,"fieldtype":37,"cached_url":252},{"_uid":256,"icon":257,"link":1596,"text":261,"component":40,"description":262},{"id":259,"url":26,"linktype":36,"fieldtype":37,"cached_url":260},{"_uid":264,"icon":265,"link":1598,"text":269,"component":40,"description":270},{"id":267,"url":26,"linktype":36,"fieldtype":37,"cached_url":268},{"_uid":272,"icon":273,"link":1600,"text":277,"component":40,"description":278},{"id":275,"url":26,"linktype":36,"fieldtype":37,"cached_url":276},{"_uid":280,"icon":152,"link":1602,"text":284,"component":40,"description":285},{"id":282,"url":26,"linktype":36,"fieldtype":37,"cached_url":283},{"_uid":288,"link":1604,"links":1605,"title":327,"component":175},{"id":290,"url":26,"linktype":36,"fieldtype":37,"cached_url":291},[1606,1609,1611,1614,1616],{"_uid":294,"icon":295,"link":1607,"text":297,"component":40,"description":298},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38,"story":1608},{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38,"_stopResolving":98},{"_uid":300,"icon":160,"link":1610,"text":304,"component":40,"description":305},{"id":302,"url":26,"linktype":36,"fieldtype":37,"cached_url":303},{"_uid":307,"icon":308,"link":1612,"text":312,"component":40,"description":313},{"id":310,"url":26,"linktype":36,"fieldtype":37,"cached_url":311,"story":1613},{"name":1387,"id":1388,"uuid":310,"slug":1389,"url":311,"full_slug":311,"_stopResolving":98},{"_uid":315,"icon":316,"link":1615,"text":318,"component":40,"description":319},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":321,"link":1617,"text":325,"component":40,"description":326},{"id":323,"url":26,"linktype":36,"fieldtype":37,"cached_url":324},{"_uid":329,"link":1619,"links":1620,"title":369,"component":175},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},[1621,1623,1625,1627,1629],{"_uid":335,"icon":336,"link":1622,"text":338,"component":40,"description":339},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},{"_uid":341,"icon":342,"link":1624,"text":346,"component":40,"description":347},{"id":344,"url":26,"linktype":36,"fieldtype":37,"cached_url":345},{"_uid":349,"icon":350,"link":1626,"text":354,"component":40,"description":355},{"id":352,"url":26,"linktype":36,"fieldtype":37,"cached_url":353},{"_uid":357,"icon":249,"link":1628,"text":359,"component":40,"description":360},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"_uid":362,"icon":363,"link":1630,"text":367,"component":40,"description":368},{"id":365,"url":26,"linktype":36,"fieldtype":37,"cached_url":366},[1632],{"_uid":372,"icon":26,"link":1633,"text":52,"intent":374,"component":375,"icon_position":376,"intent_icon_placeholder":26},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},[],[],"page","ab-testing",[],234475515026557,"338b02f3-d0c3-48ba-b1a3-02568b786540",[1642],{"id":1643,"name":1644,"slug":1637,"published":98,"full_slug":1645,"is_folder":30,"parent_id":1646},226463371945680,"A/B-Testing","de/ab-testing",632563185,[1648,1737],{"name":100,"created_at":101,"published_at":102,"updated_at":103,"id":104,"uuid":105,"content":1649,"slug":378,"full_slug":379,"sort_by_date":91,"position":380,"tag_list":1735,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":382,"first_published_at":102,"release_id":91,"lang":96,"path":91,"alternates":1736,"default_full_slug":91,"translated_slugs":91},{"_uid":107,"link":1650,"logo":1651,"links":1653,"buttons":1732,"component":377},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},{"id":110,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":111,"copyright":26,"fieldtype":28,"meta_data":1652},{},[1654,1672,1687,1704,1719],{"_uid":115,"link":1655,"links":1656,"title":174,"component":175,"show_featured_case":98},{"id":117,"url":26,"linktype":36,"fieldtype":37,"cached_url":118},[1657,1660,1662,1664,1666,1668,1670],{"_uid":121,"icon":122,"link":1658,"text":39,"component":40,"description":126},{"id":124,"url":26,"linktype":36,"fieldtype":37,"cached_url":125,"story":1659},{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125,"_stopResolving":98},{"_uid":128,"icon":129,"link":1661,"text":46,"component":40,"description":133},{"id":131,"url":26,"linktype":36,"fieldtype":37,"cached_url":132},{"_uid":135,"icon":136,"link":1663,"text":140,"component":40,"description":141},{"id":138,"url":26,"linktype":36,"fieldtype":37,"cached_url":139},{"_uid":143,"icon":144,"link":1665,"text":148,"component":40,"description":149},{"id":146,"url":26,"linktype":36,"fieldtype":37,"cached_url":147},{"_uid":151,"icon":152,"link":1667,"text":156,"component":40,"description":157},{"id":154,"url":26,"linktype":36,"fieldtype":37,"cached_url":155},{"_uid":159,"icon":160,"link":1669,"text":164,"component":40,"description":165},{"id":162,"url":26,"linktype":36,"fieldtype":37,"cached_url":163},{"_uid":167,"icon":168,"link":1671,"text":172,"component":40,"description":173},{"id":170,"url":26,"linktype":36,"fieldtype":37,"cached_url":171},{"_uid":177,"link":1673,"links":1674,"title":224,"component":175},{"id":179,"url":26,"linktype":36,"fieldtype":37,"cached_url":180},[1675,1677,1679,1681,1683,1685],{"_uid":183,"link":1676,"text":187,"component":40,"description":188},{"id":185,"url":26,"linktype":36,"fieldtype":37,"cached_url":186},{"_uid":190,"link":1678,"text":194,"component":40,"description":195},{"id":192,"url":26,"linktype":36,"fieldtype":37,"cached_url":193},{"_uid":197,"link":1680,"text":201,"component":40,"description":202},{"id":199,"url":26,"linktype":36,"fieldtype":37,"cached_url":200},{"_uid":204,"link":1682,"text":208,"component":40,"description":209},{"id":206,"url":26,"linktype":36,"fieldtype":37,"cached_url":207},{"_uid":211,"link":1684,"text":215,"component":40,"description":216},{"id":213,"url":26,"linktype":36,"fieldtype":37,"cached_url":214},{"_uid":218,"link":1686,"text":222,"component":40,"description":223},{"id":220,"url":26,"linktype":36,"fieldtype":37,"cached_url":221},{"_uid":226,"link":1688,"links":1689,"title":286,"component":175},{"id":228,"url":26,"linktype":36,"fieldtype":37,"cached_url":229},[1690,1692,1694,1696,1698,1700,1702],{"_uid":232,"icon":233,"link":1691,"text":237,"component":40,"description":238},{"id":235,"url":26,"linktype":36,"fieldtype":37,"cached_url":236},{"_uid":240,"icon":241,"link":1693,"text":245,"component":40,"description":246},{"id":243,"url":26,"linktype":36,"fieldtype":37,"cached_url":244},{"_uid":248,"icon":249,"link":1695,"text":253,"component":40,"description":254},{"id":251,"url":26,"linktype":36,"fieldtype":37,"cached_url":252},{"_uid":256,"icon":257,"link":1697,"text":261,"component":40,"description":262},{"id":259,"url":26,"linktype":36,"fieldtype":37,"cached_url":260},{"_uid":264,"icon":265,"link":1699,"text":269,"component":40,"description":270},{"id":267,"url":26,"linktype":36,"fieldtype":37,"cached_url":268},{"_uid":272,"icon":273,"link":1701,"text":277,"component":40,"description":278},{"id":275,"url":26,"linktype":36,"fieldtype":37,"cached_url":276},{"_uid":280,"icon":152,"link":1703,"text":284,"component":40,"description":285},{"id":282,"url":26,"linktype":36,"fieldtype":37,"cached_url":283},{"_uid":288,"link":1705,"links":1706,"title":327,"component":175},{"id":290,"url":26,"linktype":36,"fieldtype":37,"cached_url":291},[1707,1710,1712,1715,1717],{"_uid":294,"icon":295,"link":1708,"text":297,"component":40,"description":298},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38,"story":1709},{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38,"_stopResolving":98},{"_uid":300,"icon":160,"link":1711,"text":304,"component":40,"description":305},{"id":302,"url":26,"linktype":36,"fieldtype":37,"cached_url":303},{"_uid":307,"icon":308,"link":1713,"text":312,"component":40,"description":313},{"id":310,"url":26,"linktype":36,"fieldtype":37,"cached_url":311,"story":1714},{"name":1387,"id":1388,"uuid":310,"slug":1389,"url":311,"full_slug":311,"_stopResolving":98},{"_uid":315,"icon":316,"link":1716,"text":318,"component":40,"description":319},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":321,"link":1718,"text":325,"component":40,"description":326},{"id":323,"url":26,"linktype":36,"fieldtype":37,"cached_url":324},{"_uid":329,"link":1720,"links":1721,"title":369,"component":175},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},[1722,1724,1726,1728,1730],{"_uid":335,"icon":336,"link":1723,"text":338,"component":40,"description":339},{"id":331,"url":26,"linktype":36,"fieldtype":37,"cached_url":332},{"_uid":341,"icon":342,"link":1725,"text":346,"component":40,"description":347},{"id":344,"url":26,"linktype":36,"fieldtype":37,"cached_url":345},{"_uid":349,"icon":350,"link":1727,"text":354,"component":40,"description":355},{"id":352,"url":26,"linktype":36,"fieldtype":37,"cached_url":353},{"_uid":357,"icon":249,"link":1729,"text":359,"component":40,"description":360},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"_uid":362,"icon":363,"link":1731,"text":367,"component":40,"description":368},{"id":365,"url":26,"linktype":36,"fieldtype":37,"cached_url":366},[1733],{"_uid":372,"icon":26,"link":1734,"text":52,"intent":374,"component":375,"icon_position":376,"intent_icon_placeholder":26},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},[],[],{"name":15,"created_at":16,"published_at":17,"updated_at":18,"id":19,"uuid":20,"content":1738,"slug":89,"full_slug":90,"sort_by_date":91,"position":92,"tag_list":1762,"is_startpage":30,"parent_id":94,"meta_data":91,"group_id":95,"first_published_at":17,"release_id":91,"lang":96,"path":91,"alternates":1763,"default_full_slug":91,"translated_slugs":91},{"cta":1739,"_uid":23,"logo":1740,"links":1742,"component":59,"copyright":60,"logo_link":1752,"legal_links":1753},[],{"id":25,"alt":26,"name":26,"focus":26,"title":26,"source":26,"filename":27,"copyright":26,"fieldtype":28,"meta_data":1741,"is_external_url":30},{},[1743,1746,1748,1750],{"_uid":33,"link":1744,"text":39,"component":40},{"id":35,"url":26,"linktype":36,"fieldtype":37,"cached_url":38,"story":1745},{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38,"_stopResolving":98},{"_uid":42,"link":1747,"text":46,"component":40},{"id":44,"url":26,"linktype":36,"fieldtype":37,"cached_url":45},{"_uid":48,"link":1749,"text":52,"component":40},{"id":50,"url":26,"linktype":36,"fieldtype":37,"cached_url":51},{"_uid":54,"link":1751,"text":58,"component":40},{"id":56,"url":26,"linktype":36,"fieldtype":37,"cached_url":57},{"id":62,"url":26,"linktype":36,"fieldtype":37,"cached_url":63},[1754,1756,1758,1760],{"_uid":66,"link":1755,"text":70,"component":40},{"id":68,"url":26,"linktype":36,"fieldtype":37,"cached_url":69},{"_uid":72,"link":1757,"text":76,"component":40},{"id":74,"url":26,"linktype":36,"fieldtype":37,"cached_url":75},{"_uid":78,"link":1759,"text":82,"component":40},{"id":80,"url":26,"linktype":36,"fieldtype":37,"cached_url":81},{"_uid":84,"link":1761,"text":88,"component":40},{"id":86,"url":26,"linktype":36,"fieldtype":37,"cached_url":87},[],[],[1765,1766,1767,1768],{"name":1231,"id":1232,"uuid":1228,"slug":1233,"url":1234,"full_slug":1234},{"name":1387,"id":1388,"uuid":310,"slug":1389,"url":311,"full_slug":311},{"name":297,"id":1407,"uuid":35,"slug":1256,"url":38,"full_slug":38},{"name":39,"id":1255,"uuid":124,"slug":1256,"url":125,"full_slug":125},"\u003Csvg width=\"1em\" height=\"1em\" viewBox=\"0 0 16 16\" fill=\"currentColor\" xmlns=\"http://www.w3.org/2000/svg\">\n\u003Cpath d=\"M13.5893 0.458984L7.93196 6.11498L2.27596 0.458984L0.390625 2.34432L6.04662 8.00032L0.390625 13.6563L2.27596 15.5417L7.93196 9.88565L13.5893 15.5417L15.4746 13.6563L9.81863 8.00032L15.4746 2.34432L13.5893 0.458984Z\" fill=\"currentColor\"/>\n\u003C/svg>\n",[1771,1790,1807,1827,1842,1857,1876,1891,1909,1926,1946,1964,1984,2001,2022,2042,2060],{"_uid":1772,"link":1773,"logo":1778,"text":1781,"client":187,"service":1782,"headline":1783,"industry":245,"component":1784,"kpi_label":1785,"kpi_value":1786,"reading_time":1787,"matchNames":1788},"e5a8c0d4-6f1b-4a5e-9c7d-9b2e4f0a1c05",{"id":185,"url":26,"linktype":36,"fieldtype":37,"cached_url":186,"story":1774},{"name":1775,"id":1776,"uuid":185,"slug":1777,"url":186,"full_slug":186,"_stopResolving":98},"Case Study The Female Company",234050705509858,"case-study-the-female-company",{"id":1779,"alt":187,"filename":1780,"fieldtype":28,"is_external_url":30},218898263137364,"https://a.storyblok.com/f/328018/400x300/0334e7c1af/tfc.png","AI delivers customer understanding and tests in days instead of weeks. 59% of experiments win; the benchmark is 20 to 30%.","Rapid Growth Engine","Three experiments per week, the first after 13 days.","item-case-teaser","Conversion rate in three months","+54%","6",[1789],"the female company",{"_uid":1791,"link":1792,"logo":1797,"text":1800,"client":208,"service":46,"headline":1801,"industry":1802,"component":1784,"kpi_label":1803,"kpi_value":1804,"reading_time":1805,"matchNames":1806},"5e76ffbb-54ae-4f3e-b046-caccea0e0652",{"id":206,"url":26,"linktype":36,"fieldtype":37,"cached_url":207,"story":1793},{"name":1794,"id":1795,"uuid":206,"slug":1796,"url":207,"full_slug":207,"_stopResolving":98},"Case Study computeruniverse",234050745671147,"case-study-computeruniverse",{"id":1798,"alt":208,"filename":1799,"fieldtype":28,"is_external_url":30},23160171,"https://a.storyblok.com/f/328018/255x128/87f15ed90f/computeruniverse.png","From 200 data points, a profile of each visitor emerges in real time. The messaging adapts long before checkout begins.","Recognizing customer types before anyone logs in.","Electronics","more revenue","+18.2%","4",[208],{"_uid":1808,"link":1809,"logo":1816,"text":1820,"client":1818,"service":46,"headline":1821,"industry":1822,"component":1784,"kpi_label":1823,"kpi_value":1824,"reading_time":1825,"matchNames":1826},"f6b9d1e5-7a2c-4b6f-8d8e-0c3f5a1b2d06",{"id":1810,"url":26,"linktype":36,"fieldtype":37,"cached_url":1811,"story":1812},"abb3f5f4-f7d1-4826-9cb1-d36b0a3a8d12","en/case-studies/case-study-hessnatur-personalization",{"name":1813,"id":1814,"uuid":1810,"slug":1815,"url":1811,"full_slug":1811,"_stopResolving":98},"Case Study hessnatur Personalization",234050691493343,"case-study-hessnatur-personalization",{"id":1817,"alt":1818,"filename":1819,"fieldtype":28,"is_external_url":30},23160169,"hessnatur","https://a.storyblok.com/f/328018/255x128/ad0613569f/hessnatur.png","A few clearly justified use cases instead of hundreds of possibilities. All three first experiences beat the control group.","From tool to first personalization in four weeks.","Fashion","in 4 weeks","> +10% RPV","3",[1818],{"_uid":1828,"link":1829,"text":1834,"client":194,"service":39,"headline":1835,"industry":1822,"component":1784,"kpi_label":1836,"kpi_value":1837,"anonymized":98,"reading_time":1838,"matchNames":1839},"a1c4e6f0-2b7d-4c1a-9e3f-5d8a0b6c7e01",{"id":192,"url":26,"linktype":36,"fieldtype":37,"cached_url":193,"story":1830},{"name":1831,"id":1832,"uuid":192,"slug":1833,"url":193,"full_slug":193,"_stopResolving":98},"Case Study Well-known German Fashion Brand (anonymous)",234050723180006,"case-study-fashion-brand-testing-program","A Motivation Lab showed why customers hesitate in the shop. From that grew a program of 50 to 60 experiments a year.","Customers preferred buying in the store. That became a test.","Net revenue in three years","+€44.88 million","5",[1840,1841],"well-known german fashion brand","bekannte deutsche modemarke",{"_uid":1843,"link":1844,"logo":1849,"text":1852,"client":201,"service":39,"headline":1853,"industry":261,"component":1784,"kpi_label":1854,"kpi_value":1855,"reading_time":1805,"matchNames":1856},"238e85bd-6a47-4370-ba96-7dbf85ba93c3",{"id":199,"url":26,"linktype":36,"fieldtype":37,"cached_url":200,"story":1845},{"name":1846,"id":1847,"uuid":199,"slug":1848,"url":200,"full_slug":200,"_stopResolving":98},"Case Study freenet AG",234050740841962,"case-study-freenet-ag",{"id":1850,"alt":201,"filename":1851,"fieldtype":28,"is_external_url":30},23160144,"https://a.storyblok.com/f/328018/255x128/f1adafe85a/freenet.png","A proof of concept with uplift targets agreed in advance proved the value of experimentation. Today freenet runs the program itself.","Two thirds of all tests successful, with a success guarantee.","more orders, cumulative","+30%",[201],{"_uid":1858,"link":1859,"logo":1866,"text":1870,"client":1868,"service":1871,"headline":1872,"industry":245,"component":1784,"kpi_label":1873,"kpi_value":1874,"reading_time":1838,"matchNames":1875},"a7c0e2f6-8b3d-4c7a-9e9f-1d4a6b2c3e07",{"id":1860,"url":26,"linktype":36,"fieldtype":37,"cached_url":1861,"story":1862},"9a915a7d-485d-46c6-b1db-9c9665d96854","en/case-studies/case-study-air-up",{"name":1863,"id":1864,"uuid":1860,"slug":1865,"url":1861,"full_slug":1861,"_stopResolving":98},"Case Study air up",234050696121824,"case-study-air-up",{"id":1867,"alt":1868,"filename":1869,"fieldtype":28,"is_external_url":30},218899964771970,"air up","https://a.storyblok.com/f/328018/255x143/d670305cc4/airup.png","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.","Customer centricity","Seven purchase motives that reached all the way into the packaging.","Purchase motives built into the product","7 jobs",[1868],{"_uid":1877,"link":1878,"logo":1880,"text":1884,"client":1882,"service":156,"headline":1885,"industry":1886,"component":1784,"kpi_label":1887,"kpi_value":1888,"reading_time":1805,"matchNames":1889},"c9e4a2b7-5d1f-4e8a-b3c6-7f2d9a0e4b18",{"id":1228,"url":26,"linktype":36,"fieldtype":37,"cached_url":1234,"story":1879},{"name":1231,"id":1232,"uuid":1228,"slug":1233,"url":1234,"full_slug":1234,"_stopResolving":98},{"id":1881,"alt":1882,"filename":1883,"fieldtype":28,"is_external_url":30},230608540235169,"KICKZ","https://a.storyblok.com/f/328018/31f906b9ec/kickz.png","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.","More orders don't automatically mean more profit.","Sneakers & streetwear","more contribution margin","+22%",[1890],"kickz",{"_uid":1892,"link":1893,"text":1900,"client":1901,"service":1871,"headline":1902,"industry":1903,"component":1784,"kpi_label":1904,"kpi_value":1905,"anonymized":98,"reading_time":1805,"matchNames":1906},"e1f2a3b4-c5d6-4e7f-8a9b-0c1d2e3f4a19",{"id":1894,"url":26,"linktype":36,"fieldtype":37,"cached_url":1895,"story":1896},"365a5807-32c3-4c0a-97c5-81d5f718c42c","en/case-studies/case-study-vacation-rental-provider",{"name":1897,"id":1898,"uuid":1894,"slug":1899,"url":1895,"full_slug":1895,"_stopResolving":98},"Case Study International Vacation Rental Provider (anonymous)",234050676997596,"case-study-vacation-rental-provider","One template for 15 country shops hid opposing effects. A dedicated concept for Switzerland delivered 15.3% more revenue per visitor there.","International vacation rental provider","The same page won in Germany and lost in Switzerland.","Travel","Revenue per visitor","+15.3%",[1907,1908],"international vacation rental provider","internationaler ferienhausanbieter",{"_uid":1910,"link":1911,"logo":1916,"text":1919,"client":222,"service":1871,"headline":1920,"industry":1921,"component":1784,"kpi_label":1922,"kpi_value":1923,"reading_time":1787,"matchNames":1924},"19f3becd-60dc-4fcc-bb3c-7aac1d8cd990",{"id":220,"url":26,"linktype":36,"fieldtype":37,"cached_url":221,"story":1912},{"name":1913,"id":1914,"uuid":220,"slug":1915,"url":221,"full_slug":221,"_stopResolving":98},"Case Study Haufe",234050727591399,"case-study-haufe",{"id":1917,"alt":222,"filename":1918,"fieldtype":28,"is_external_url":30},23160152,"https://a.storyblok.com/f/328018/255x128/c9cc2e33d8/haufe.png","Personas and jobs to be done led to 33 tests with a 52% success rate. That made customer centricity part of the daily work.","Personas that get used in daily work instead of sitting in a folder.","B2B software","Revenue","+€5.2 million",[1925],"haufe",{"_uid":1927,"link":1928,"logo":1935,"text":1939,"client":1937,"service":46,"headline":1940,"industry":1941,"component":1784,"kpi_label":1942,"kpi_value":1943,"reading_time":1787,"matchNames":1944},"b8d1f3a7-9c4e-4d8b-8a0a-2e5b7c3d4f08",{"id":1929,"url":26,"linktype":36,"fieldtype":37,"cached_url":1930,"story":1931},"0f9c2c24-762d-4f66-b9e3-e71a1a7d3075","en/case-studies/case-study-eon-personalization",{"name":1932,"id":1933,"uuid":1929,"slug":1934,"url":1930,"full_slug":1930,"_stopResolving":98},"Case Study E.ON Personalization",234050700688865,"case-study-eon-personalization",{"id":1936,"alt":1937,"filename":1938,"fieldtype":28,"is_external_url":30},23160222,"E.ON","https://a.storyblok.com/f/328018/255x128/eb2f094070/e-on.png","A vision of a personal customer journey became three customer types, four prioritized streams, and a five-phase roadmap.","Electricity is the same for everyone. Customers are not.","Energy","along the customer journey","4 streams",[1945],"e.on",{"_uid":1947,"link":1948,"text":1955,"client":1956,"service":39,"headline":1957,"industry":1958,"component":1784,"kpi_label":1959,"kpi_value":1960,"anonymized":98,"reading_time":1825,"matchNames":1961},"b2d5f7a1-3c8e-4d2b-8f4a-6e9b1c7d8f02",{"id":1949,"url":26,"linktype":36,"fieldtype":37,"cached_url":1950,"story":1951},"2541e353-5142-40b8-8680-822a9aee4515","en/case-studies/case-study-fashion-d2c-brand",{"name":1952,"id":1953,"uuid":1949,"slug":1954,"url":1950,"full_slug":1950,"_stopResolving":98},"Case Study Fashion D2C Brand (anonymous)",234050714504676,"case-study-fashion-d2c-brand","Our experts supplemented the in-house team. Today, every important decision is tested first.","Mid-sized fashion D2C brand","Growth in a saturated market, without more ad budget.","Fashion D2C","Value contribution per year","+€22.8 million",[1962,1963],"mid-sized fashion d2c brand","mittelständische fashion-d2c-marke",{"_uid":1965,"link":1966,"logo":1973,"text":1977,"client":1975,"service":140,"headline":1978,"industry":1979,"component":1784,"kpi_label":1980,"kpi_value":1981,"reading_time":1838,"matchNames":1982},"5dfd9302-708d-49d6-a85f-b88a18e57cb0",{"id":1967,"url":26,"linktype":36,"fieldtype":37,"cached_url":1968,"story":1969},"4486c78d-c872-489c-ae0f-b9e866ac9e42","en/case-studies/case-study-goertz",{"name":1970,"id":1971,"uuid":1967,"slug":1972,"url":1968,"full_slug":1968,"_stopResolving":98},"Case Study Görtz",234050750402028,"case-study-goertz",{"id":1974,"alt":1975,"filename":1976,"fieldtype":28,"is_external_url":30},23160153,"Görtz","https://a.storyblok.com/f/328018/255x128/f45d82f484/goertz.png","Every major change was checked in an A/B test before going live. That turned the risk of a relaunch into a measurable gain.","A redesign that brings in revenue instead of costing it.","Shoes","Uplift after the redesign","+16.2%",[1983],"görtz",{"_uid":1985,"link":1986,"logo":1991,"text":1994,"client":215,"service":1782,"headline":1995,"industry":1996,"component":1784,"kpi_label":1997,"kpi_value":1998,"anonymized":30,"reading_time":1805,"matchNames":1999},"c3e6a8b2-4d9f-4e3c-9a5b-7f0c2d8e9a03",{"id":213,"url":26,"linktype":36,"fieldtype":37,"cached_url":214,"story":1987},{"name":1988,"id":1989,"uuid":213,"slug":1990,"url":214,"full_slug":214,"_stopResolving":98},"Case Study Pferdesporthaus Loesdau",234050718834149,"case-study-loesdau",{"id":1992,"alt":215,"filename":1993,"fieldtype":28,"is_external_url":30},23160181,"https://a.storyblok.com/f/328018/255x128/c05ea07246/loesdau.png","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.","Four times as many tests, because small sprints learn faster.","Equestrian sports","ROI in two years","1,493%",[2000],"pferdesporthaus loesdau",{"_uid":2002,"link":2003,"logo":2010,"text":2014,"client":2012,"service":2015,"headline":2016,"industry":2017,"component":1784,"kpi_label":2018,"kpi_value":2019,"reading_time":1787,"matchNames":2020},"5dc62546-51ea-44bd-b43e-70626d59c50b",{"id":2004,"url":26,"linktype":36,"fieldtype":37,"cached_url":2005,"story":2006},"5af0e02b-b8c3-4979-b973-1b63bf547540","en/case-studies/case-study-betzold",{"name":2007,"id":2008,"uuid":2004,"slug":2009,"url":2005,"full_slug":2005,"_stopResolving":98},"Case Study Betzold",234050732010984,"case-study-betzold",{"id":2011,"alt":2012,"filename":2013,"fieldtype":28,"is_external_url":30},23160123,"Betzold","https://a.storyblok.com/f/328018/255x128/a7d0516bd0/betzold.png","Concept and shop module were each built in one week. After five weeks of testing, the benefit of the new personalization was proven.","Personalization & MVP","An MVP in two weeks instead of a major project.","School supplies","higher conversion rate","+32%",[2021],"betzold",{"_uid":2023,"link":2024,"logo":2031,"text":2035,"client":2033,"service":46,"headline":2036,"industry":2037,"component":1784,"kpi_label":2038,"kpi_value":2039,"reading_time":1838,"matchNames":2040},"849c59ca-28e6-42dc-8b8d-1623a0535718",{"id":2025,"url":26,"linktype":36,"fieldtype":37,"cached_url":2026,"story":2027},"e066c188-fee6-4ba4-949c-29343989217e","en/case-studies/case-study-aldi-sued-personalization",{"name":2028,"id":2029,"uuid":2025,"slug":2030,"url":2026,"full_slug":2026,"_stopResolving":98},"Case Study ALDI SÜD Personalization",234050736430569,"case-study-aldi-sued-personalization",{"id":2032,"alt":2033,"filename":2034,"fieldtype":28,"is_external_url":30},23160151,"ALDI SÜD","https://a.storyblok.com/f/328018/299x150/c54d5ba064/aldi-sued.svg","Each channel got its own roadmap with prioritized use cases. Dependencies between channels are now visible and plannable.","Personalization across all channels with one shared plan.","Grocery retail","per channel as a starting point","3 segments",[2041],"aldi süd",{"_uid":2043,"link":2044,"text":2051,"client":2052,"service":2053,"headline":2054,"industry":1802,"component":1784,"kpi_label":2055,"kpi_value":2056,"anonymized":98,"reading_time":1825,"matchNames":2057},"d4f7b9c3-5e0a-4f4d-8b6c-8a1d3e9f0b04",{"id":2045,"url":26,"linktype":36,"fieldtype":37,"cached_url":2046,"story":2047},"becf2b6c-55aa-4b84-b6b2-c9b3b4d664f2","en/case-studies/case-study-campaign-pretest",{"name":2048,"id":2049,"uuid":2045,"slug":2050,"url":2046,"full_slug":2046,"_stopResolving":98},"Case Study Campaign Pretest Electronics Retailer (anonymous)",234050710150627,"case-study-campaign-pretest","Motifs and messages of a large image campaign were compared with the target audience in advance, including across markets.","Online retailer for electronics","Online marketing","Test in a panel first, then run the campaign.","Purchase interest from the stronger motif","+6.7%",[2058,2059],"online retailer for electronics","online-händler für technik",{"_uid":2061,"link":2062,"logo":2069,"text":2073,"client":2071,"service":39,"headline":2074,"industry":2075,"component":1784,"kpi_label":2076,"kpi_value":2077,"reading_time":1838,"matchNames":2078},"7d2e9a41-3b6c-4f58-9e1a-5c0b8d7f2a31",{"id":2063,"url":26,"linktype":36,"fieldtype":37,"cached_url":2064,"story":2065},"98275858-3e48-4317-bd0c-f80caf67d1c3","en/case-studies/case-study-thomas-sabo",{"name":2066,"id":2067,"uuid":2063,"slug":2068,"url":2064,"full_slug":2064,"_stopResolving":98},"Case Study Thomas Sabo",234050686496222,"case-study-thomas-sabo",{"id":2070,"alt":2071,"filename":2072,"fieldtype":28,"is_external_url":30},23160201,"Thomas Sabo","https://a.storyblok.com/f/328018/255x128/43222ef0c9/thomas-sabo.png","A MotivationLab showed what makes jewelry buyers uneasy online. The strongest levers came from consumer psychology and were proven in A/B tests.","More orders, because the shop removes doubt.","Jewelry D2C","Additional revenue 2017 to 2019","> €4.5 million",[2079],"thomas sabo","\u003Csvg width=\"1em\" height=\"1em\" viewBox=\"0 0 24 24\" fill=\"currentColor\" xmlns=\"http://www.w3.org/2000/svg\">\n\u003Cpath d=\"M9.70697 16.9496L15.414 11.2426L9.70697 5.53564L8.29297 6.94964L12.586 11.2426L8.29297 15.5356L9.70697 16.9496Z\" fill=\"currentColor\"/>\n\u003C/svg>\n",1793138231388]