3,1 Million € additional Growth per Year through strategic Testing

At the start of the project, the focus lay on using the following questions to identify relevant parameters in relation to the purchasing decision for the most important product groups:

1. At what point during the customer journey on snocks.com does the brand lose the most visitors?
2. Why is SNOCKS losing users there?

To answer the first question, a detailed data analysis of the user flow in the entire store was carried out – starting with the homepage and ending with the order confirmation page. The striking result was that 76.8% of all users reached the product page, but less than 10% of them added a product to the shopping cart.

This insight led to the implementation of various methods such as:

• On-Site Surveys
• Heatmap Analyses
• Customer Support Interviews
• Session Recordings
• Post Purchase Umfragen
• Usability Tests

for the purpose of characteristically elucidating our research question, “Why do a significantly high proportion of users abandon their purchase transaction on product pages?”.

The evaluation of the research methods provided important evidence that size communication on product pages was not understood by users and even contributed to uncertainty in purchase decisions. This resulted in the first High Impact Area in the project. Interventively and preventively, Drip tested the use of size tables and size calculators depending on the product category to better communicate the dimensions of a product. Both tests provided a significant positive uplift and were implemented as a feature.

The main focus of this strategy is the validation of established hypotheses based on qualitative and quantitative empirical research. The execution of an AB test reveals the impact of the feature on the target group. This automatically creates diversified business value for the company because effects of the test features are evaluated in a data-based manner and can thus be classified as positive, negative or neutral. This process not only prevents falsified hypotheses from being implemented as features and causing economic damage to growth potential, but also enables user-centric evaluation to increase with the frequency and amplitude of the effects tested. The knowledge gap about actual visitor behaviors is reduced and the brand can extend its understanding to other application areas, such as marketing.

Under the researched assumption that users bring a certain uncertainty about the size selection with them when they visit, which even discourages them from buying in many cases, a test was designed with the following hypothesis:

IF we show customers on the PDP an authentic confirmation of the accuracy for the fit of the specified sizes.

THEN the average revenue per visitor increases

BECAUSE this reduces the uncertainties that a customer has regarding the optimal choice of size, thus facilitating a purchase decision.

Applying the psychological effect of uncertainty reduction by adding a social proof element resulted in a significant uplift among new users and confirmed the relevance of the prioritized high impact area.