Brooks Brothers Case Study 2: Reduced Homepage Content
Problem:
The homepage has a lot of competing information.
Hypothesis:
We believe if we reduce the content on the homepage, customers will be more focused on the content presented. If we are right, we will see more engagement on the content areas present and an increase in page scroll.
Test Details:
Device(s): Mobile
Page: Homepage
Test Type: AB
Duration: V0, V2: 29 Days, V1: 5 Days
Primary metric: PDP visits
secondary metric: ATB
Brand story metrics:
OCR, homepage bounce rate, homepage page scroll, interaction with featured men/women section, interaction with content squares
V0: Control
Problem: The homepage has a lot of competing information.
V1: Reduced Content 2
Solution: Focus the homepage interactions on key experience by removing two of the four content squares.
Hiding two of the four content squares.
V2: Reduced Content 0
Solution: Focus the homepage interactions on key experiences by removing all of the four content squares.
Removing all four content squares
TEST OUTCOME: WINNER
WINNING VARIATION: V2
TOTAL VISITS IN TEST: 140,950
KPI: Observed Conversion Lift +13.14%
REVENUE / LEAD IMPACT: $3,731,894
IMPACT:
This test ended with V2 as a winner. Overall, we found that the short mobile homepage with 0 content boxes presented a much better experience for users as all of our metrics saw positive lift. Not only did our primary metric of PDP views increase, but even order conversion saw strong positive lift at confidence.
We ended up pausing V1 after a few days due to consistent poor performance.
We found that the click rate for content boxes in the control was relatively low at just under 2%. Additionally, the add to bag rate and order conversion rate coming out of content box clicks were both lower than what we were seeing in v2. This suggests that the content boxes didn’t provide much incentive to order. In fact, these content boxes may have presented an opposite experience.
Next Steps
By removing content boxes we now need to find a solution to reintroduced brand storytelling opportunities that do not detract from the customer experience on the homepage.
Estimated Revenue Unlocked:
Estimated annual revenue impact is based on general audience data from January 1, 2022 to January 1, 2023 where there were 132,948 mobile transactions from the homepage with an average order value of $213.63.
(Visits with an order last year) 132,948 x (Observed Conversion Rate Lift) 13.14% = (Additional Annual Orders) 17,469
These totals were used as the base when we applied the observed increase to the Order Conversion Rate during the test.
(Additional Annual Orders) 17,469 x (Average order Value) $213.63 = (Estimated revenue lift) $3,731,894