Fashion Bunker adopts Nosto's new A/B testing tech

03 Oct '19

2 min read

Pic: Fashion Bunker

Online fashion retailer Fashion Bunker has adopted A/B Testing and Optimisation (ABTO) solution from Nosto to help optimise its e-commerce personalisation strategy. ABTO allows companies to test multi-page online experiences consisting of personalised product recommendations and content such as banner images, headlines and copy across pages on desktop & mobile.

Fashion Bunker's initial tests using the solution have revealed a personalisation tactic that makes first time visitors 16 per cent more likely to make a purchase, said the company in a press release.

Initially, Fashion Bunker used ABTO to test three variations of different messaging that introduced personalised recommendations shown on its product pages. Analysing the results across all traffic visiting those pages did not indicate a clear winner among the different messaging.

However, because of the Merchandising Insights capability within ABTO, Fashion Bunker was able to further analyse the impact on individual customer segments. This revealed that first time visitors to the site responded and converted at a statistically significant higher rate to the change in messaging.

"New visitors are by far the most expensive traffic and improving the rate at which they convert even slightly can have an enormous impact on retailer profitability," said Jim Lofgren, CEO of Nosto.

"This particular discovery for Fashion Bunker was all due to the power of segmentation within our platform and how that data is automatically used by our A/B testing capability," added Lofgren. "It means you can discover new data insights, even from tests that are inconclusive on overall traffic because you can tie everything back to a product, brand, and shopper segment. With another testing tool, you would not get this level of granular insight. The test would simply have come up as inconclusive and the retailer would have just moved on."

"Thanks to the new Nosto A/B Testing & Optimisation tool, we have managed to gather actionable insights on how different segments of customers respond to different variations of a product recommendation slot. This has allowed us to further think on how we can better personalise shopping experiences for some lifecycle segments who have already ordered from our online store. More precisely, it has allowed us to adjust messaging, and our overall tone of voice across channels, to better fit each segment's needs," said James Brown, head of e-commerce & digital from Fashion Bunker.

Fibre2Fashion News Desk (PC)

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