Stitch & Story: Using A/B testing to drive 82% more revenue on Black Friday
THE RESULTS
21% | increase in conversion rate |
82% | increase in revenue |
24% | increase in AOV |
Maximising the extra traffic from Black Friday
Black Friday has become one of the key trading days in the retail calendar for every type of business. With Black Friday approaching, online craft ware retailer, Stitch & Story knew they were about the see traffic volumes increase significantly, but revenue didn’t always follow the same trend.
In recent years, the traffic driven over the Black Friday period to the Stitch & Story website had become increasingly sporadic and was not driving the number of sales that it previously achieved.
It seemed that shoppers had become savvier in their approach, searching around the internet for deals well ahead of the actual Black Friday event and well after.
We knew that with paid traffic inventory costs at a premium, there was an opportunity to make the sale more impactful to drive more profitable sales.
Intricate testing in the most profitable areas
We put a robust A/B testing plan in place in the run-up to Black Friday to identify the best ways to position the sale for the main event, when traffic levels would be at their highest.
There are many ways to highlight sale offers and prices to customers therefore we needed to know which of these would be the most impactful.
We ran multiple variations of different formats, layouts, and messaging to identify the elements which increased conversion rates and figure out which combination of these elements worked the best.
The experimentation plan resulted in huge performance improvements on such a key trading day for Stitch & Story:
- 21% increase in conversion rate
- 24% increase in order value
- 82% increase in revenue
Using our team's experienced skillset and a little creative flair, we were able to generate outstanding results to allow this business to continue spreading the joy of crafting.
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
