Sort by Smell

The experiment involved introducing a "Sort By Smell" feature on the All Candles page, aimed at enhancing the shopping experience by allowing users to filter products by scent. The test proved successful, particularly among new mobile users, leading to plans for rolling out this feature exclusively to this audience.

Why This Test Won:

1. Enhanced User Experience: The "Sort By Smell" feature provided a more personalized shopping experience, catering to users who have specific scent preferences. This likely made it easier for mobile users to find and purchase the products they were most interested in, improving overall satisfaction and driving sales.
2. Mobile-Specific Optimization: Mobile users often look for quick, intuitive ways to filter and sort through large inventories. The new feature likely resonated with this behavior, offering a straightforward way to navigate the product selection, which could explain the notable impact on revenue and RPV.
3. Focused Audience Targeting: By recognizing that this feature was particularly effective among new mobile users, the decision to roll it out exclusively to this segment ensures that resources are focused where they will have the greatest impact. This targeted approach helps maximize the benefits of the new feature.

What We Learned:

• Personalization Drives Engagement: Allowing customers to sort products based on personal preferences, such as scent, can significantly enhance the shopping experience and lead to higher conversion rates and revenue. This underscores the importance of personalization in e-commerce.
• Mobile-First Strategies: The success of this feature among mobile users highlights the need for mobile-first design and functionality in e-commerce. Features that streamline the shopping process and cater to mobile behaviors can drive significant improvements in key performance metrics.

Conclusion:

This experiment demonstrates the effectiveness of introducing personalized sorting options, particularly in a mobile shopping environment. The "Sort By Smell" feature not only increased revenue per visitor and overall revenue but also provided valuable insights into the preferences of mobile users. For e-commerce brands, implementing similar personalized features that enhance the mobile shopping experience could lead to significant gains in customer satisfaction and sales.

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Reducing Friction

The experiment tested the impact of auto-expanding the "This Fragrance" section on the product page to reduce user friction and improve access to information. The results were highly positive, showing a significant increase in Conversion Rate (CVR) and Revenue Per Visitor (RPV), with a 99% confidence level. This suggests that making information more accessible and easier to find is beneficial for users.

Why This Test Won:

1. Improved Information Accessibility: Auto-expanding the "This Fragrance" section made key product details immediately visible to users without requiring additional clicks. This likely reduced friction and made it easier for users to understand the product's features and benefits, leading to higher engagement and conversion rates.
2. Enhanced User Experience: By reducing the need for users to manually expand sections to find information, the site created a more seamless and user-friendly experience. This likely contributed to the significant increase in RPV, as users were more informed and confident in their purchasing decisions.
3. Increased Product Understanding: Providing detailed information upfront helped users make more informed decisions, reducing the likelihood of abandoning the purchase due to uncertainty. This clarity likely played a key role in the observed increase in both CVR and RPV.

What We Learned:

• Value of Reducing User Friction: This test highlights the importance of minimizing user effort to access critical information. By auto-expanding key sections, the site reduced friction, which led to higher conversion rates and revenue.
• Impact of Clear Product Communication: The success of this experiment underscores the importance of clear and accessible product communication. Ensuring that users can easily find and understand product details can significantly enhance their shopping experience and increase sales.

Conclusion:

Auto-expanding the "This Fragrance" section on the product page proved to be a highly effective strategy for boosting conversion rates and revenue per visitor. This experiment demonstrates the value of reducing user friction and making product information easily accessible. For e-commerce brands, implementing similar strategies to enhance information visibility can lead to substantial improvements in user engagement, confidence, and overall sales.

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Best Sellers for a Reason

The test involved adding a "Best Sellers" section to the main menu on both mobile and desktop devices to determine its impact on user behavior. The results were significantly positive, leading to increases in key performance metrics such as Conversion Rate (CVR), Revenue Per Visitor (RPV), and Average Products Per Visitor (APPV). The test achieved a 90% confidence level.

Why This Test Won:

1. Enhanced Product Discovery: The addition of a "Best Sellers" section to the main menu made it easier for users to find popular and trusted products quickly. This likely reduced the time and effort needed to search for desirable items, leading to higher conversion rates as users gravitated toward these proven products.
2. Leveraging Social Proof: The "Best Sellers" label inherently carries social proof, signaling to potential buyers that these items are popular and frequently purchased by others. This reassurance can be a powerful motivator, encouraging more users to complete their purchases.
3. Improved User Experience: By prominently featuring best-selling items, the site likely streamlined the shopping experience, making it more intuitive and satisfying. Users were presented with products that were already validated by the community, which may have led to increased confidence and higher spending.

What We Learned:

• Power of Menu Optimization: This test highlights the impact that optimizing the main menu can have on user behavior. By adding a "Best Sellers" section, the site effectively guided users toward products with a proven track record, resulting in higher engagement and conversions.
• Importance of Social Proof: The success of the "Best Sellers" section underscores the importance of social proof in e-commerce. Highlighting popular products can significantly boost conversions by leveraging the collective buying behavior of other customers.

Conclusion:

Adding a "Best Sellers" section to the main menu proved to be a highly effective strategy for increasing conversion rates, revenue per visitor, and overall revenue. This experiment demonstrates the value of guiding users toward popular products and

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