Multivariate Testing

Telling the Story

Approach and Solution

While our client’s homepage did a good job of showing their merchandise, it had little to nothing in the way of telling their story, building their brand, and generating value. To better represent these things, OuterBox ran an A/B test incorporating three central value propositions, and a set of testimonials to the homepage. Both already existed on the site, but needed to be highlighted in a prominent location. In this test, they were presented just below the hero image, meaning users would have to scroll through them on their way to the full merchandise listing.

A Better Brand Experience

Analysis & Summary

The new homepage presentation now begins building the brand and value that our client represents from the very beginning of the website funnel.

Based on the increased Conversion Rate, we can surmise that the value built on the homepage does carry forward in customers’ minds throughout the shopping experience.