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WhichTestWon? – Clarks' Did!

We wanted to share the great news that our client Clarks was recently awarded a gold ribbon for one the campaigns we ran with them in the WhichTestWon awards; a selection of awards created to highlight the best A/B and multivariate tests conducted by marketers and conversion experts around the world. This year Clarks decided to submit a campaign they conducted on their product details page after successfully winning a silver ribbon previously.

The winning campaign was based heavily on the huge success of Clarks recent tablet re-design. The new tablet product details page had proved such a success that Mark Carlock, Web Analytics Manager at Clarks was very keen to duplicate the re-design on the desktop site also.

Clarks’ optimisation team was sure that the changes made on the tablet would have a hugely positive effect on the customers’ desktop experience also. But to their surprise, this was not the case.

Mark Carlock and his team were gearing up for a 100% win when the campaign went live. Instead they saw that the existing page was hugely outperforming the new design and the tablet design seemed to be showing a 2.59% drop in conversion. Could this be right?
The team was so shocked that they initially assumed there was an error with the campaign and asked us to pause it for a few days and check that everything was right. Everything was indeed as it should be and the campaign went live again for a few more days before a clear winner became apparent: the existing page!

Mark Carlock commented, “The results of this campaign were so shocking. I think the reason that we won the gold ribbon came down to the fact that the clear front runner in my eyes was actually the page that lost. We were actually ready to go live with the new product details page without even testing it as we were so certain it would have a positive impact and yet it didn’t. This further proves to me the importance of testing everything that you change on your site. Had we gone ahead and made the changes we felt were right, then we would have massively damaged our online business.”
Clarks will now go on to rerun the campaign but using an MVT format to isolate which page elements of the tablet product details page design are not optimal for desktop. They will move forward with the intention of further optimising the desktop site to seamlessly integrate the user experience across all the digital channels.

“We learnt a great lesson from this campaign and I am delighted that it has been awarded the gold ribbon. The whole experience just reiterated to me the importance of Clarks’ relationship with Maxymiser and the fact that assumptions are not always right. Working with Maxymiser for three years has instilled a culture of optimisation right at the heart of the business – and it’s just as well, because it only needs an example like this to reinforce how optimisation really does inform business strategy,” Mark concluded.

Well done Clarks, a great campaign very worthy of a WhichTestWon award and a huge pat on the back to the Client Services Maxymiser team who helped it happen, Helen Markou, Michael Hughes, Le Ho and Andrew Taylor.

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