Acing E-Commerce A/B Testing: 5 Winning Experiments

By Mike Fradkin

December 6, 2023


A/B testing is a strategic way for online retailers to deliver powerful results. Studies show 60% of companies running a consistent A/B testing program gain an improvement to their bottom line. 

But as online businesses continue to change in 2023 and beyond, so does the need for precision in understanding customer behavior and optimizing user experiences. In this blog, we’re looking at 5 SiteSpect e-commerce clients who were in pursuit of optimization through A/B testing—and got a great return.

From enhancing conversion rates to refining user journeys, we’re looking at how data-driven decisions lead to a more effective and profitable online presence. These success stories are not just case studies; they are blueprints for e-commerce excellence. 

Let’s go behind the scenes of these 5 winning experiments. 

1. Weyco Group Boosts Revenue by 408%

Weyco Group, an American footwear company, recognized the urgent need for digital transformation. 

Facing resource constraints, they aimed to integrate A/B and multivariate testing into their development cycle to make data-driven decisions for revenue growth. Acknowledging the need for a strategic shift, Weyco identified internal areas for improvement and sought external expertise, leading them to partner with SiteSpect.

SiteSpect’s dedicated account team, equipped with e-commerce optimization experience, supported Weyco in implementing A/B testing strategies. Notably, the “Aha Moment Test” on the shopping cart page, suggested by SiteSpect, yielded remarkable results:

  • 408% boost in revenue
  • 243% surge in the click rate
  • 22% increase in overall views
  • 83% rise in add-to-cart actions

Since then, Weyco has continued to leverage SiteSpect’s platform for ongoing A/B testing, successfully adapting to the dynamic needs of its online customer base.

➡️ Check out the full Weyco case study.

2. Sun & Ski Sports Optimizes Product Recommendations

Sun & Ski Sports, a leading outdoor retailer, wanted to enhance its digital merchandising strategy by optimizing product recommendations. 

The first phase involved a comprehensive comparison between SiteSpect’s product recommendations and their existing provider. With a need to deliver a localized, personalized experience, the team aimed to understand the effectiveness of different recommendation placements. Using SiteSpect to strategically A/B test product recommendations on various pages like the Home Page, Category Pages, Add to Cart, and other pages, Sun & Ski Sports was able to refine their recommendation placement strategy.

With that new insight and strategy, Sun & Ski Sports then conducted a thorough analysis of the impact of recommendation placement. The test, strategically launched during Black Friday and Cyber Week, experienced an influx of traffic, allowing the team to release it to 20% of the audience, evenly split between SiteSpect and the existing product recommendations provider. 

The results were revealing. The Product Detail Page emerged as the most influential, capturing 59% of all recommendation clicks. This data-driven approach provided valuable insights, empowering Sun & Ski Sports to fine-tune their digital merchandising strategy for optimal customer engagement and satisfaction.

➡️ For more on the partnership between Sun & Ski and SiteSpect, read the full case study.

3. Mountain Warehouse Optimizes Sale Pricing

A UK-based outdoor brand, Mountain Warehouse, undertook a thorough test to optimize the display of prices—particularly discounted prices, a critical aspect of the retail landscape. 

Before transitioning to SiteSpect, they faced limitations with their former tag-based tool, hindering multivariate testing and providing inconsistent results on Single-Page App (SPA) sites. The shift to SiteSpect presented an opportunity for Mountain Warehouse to revisit its pricing display optimization, eliminating website flicker-related uncertainties and enabling a more robust multivariate test. 

The digital merchandising team at Mountain Warehouse strategically crafted 24 variations, exploring factors like savings representation (percentage or pound amount), previous price wording, sizing, and new price language to identify the optimal combination.

The main goals of the experiment were to emphasize the reduction in the higher price, enhance customer understanding of savings, prominently display the new lower price, and maximize the price display’s influence on customers’ first impressions. 

Over 8 weeks, the team iteratively refined the test, removing underperforming variations and collaborating extensively with their SiteSpect Optimization Consultant. Results showed that displaying savings as a percentage outperformed pound amounts across all devices, with notable increases in Adds to Cart and Purchases. Additionally, a combination of savings as a percentage, an animated strike-through, and removing “now” from the new price showcased a significant uplift. 

The success of this test not only provided valuable insights for immediate pricing optimization but also laid the groundwork for future experiments.

➡️ For the full story, check out the case study.

4. Cycle Gear Optimizes Product Detail Pages

Cycle Gear, a leading motorcycle parts and apparel retailer in America, recently conducted a strategic A/B test on its website.

Recognizing that a substantial portion of their organic traffic landed on product detail pages (often from specific product searches), the team observed a trend of new visitors bouncing off the site without extensive engagement. Understanding these early-stage shoppers were likely in a research and comparison phase rather than an immediate buying mindset, Cycle Gear formulated a hypothesis to address this behavior. 

The experiment aimed to tailor the product detail page experience for users higher in the funnel, introducing a product tray above the main image which showcased other items in the same category.

The results of this experiment were impressive, revealing:

  • A 6.21% increase in conversions
  • A notable 0.99% uptick in revenue
  • A commendable 0.31% decrease in bounce rate

The introduction of the product tray successfully encouraged engagement and retained visitors within the site, steering them away from a quick exit to external search engines. 

This outcome not only confirmed the effectiveness of the strategy, but also highlighted the significance of catering to users in the early stages of their shopping journey.

➡️ Learn more about Cycle Gear’s success by reading the full case study. 

5. Cabela’s Improves Their High Traffic E-commerce Website

Cabela’s, an American retailer that specializes in hunting, fishing, and other outdoor recreation merchandise, recently sought to optimize its high-volume website without the complexities of altering source code or disrupting established processes. 

Turning to SiteSpect, Cabela’s aimed to conduct A/B and multivariate tests easily, allowing for continual enhancements in functionality and presentation without significant reliance on IT resources. SiteSpect’s flexible A/B testing approach enabled Cabela’s to swiftly execute multiple tests weekly, exploring improvements in shopping cart features, payment options, and merchandising strategies. 

Results included a 7% increase in add-on item click-throughs and nearly a 2% rise in average order value. SiteSpect’s support not only streamlined the testing process but also empowered Cabela’s to make informed decisions and avoid unnecessary changes that could negatively impact visitor behavior and sales.

The collaboration with SiteSpect provided Cabela’s with a wealth of knowledge—from refining add-on and up-sell strategies to optimizing third-party products, video presentations, and search result page modifications. SiteSpect’s A/B testing capabilities did not interfere with organic search results, allowing Cabela’s to run advanced experiments while safeguarding its investment in search engine optimization (SEO).

Overall, the successful partnership proved that SiteSpect not only optimized the website but also played a pivotal role in efficiently using Cabela’s business and technical resources.

➡️ Read Cabela’s success story with SiteSpect.

Final Thoughts

The success stories of Weyco Group, Sun & Ski Sports, Mountain Warehouse, Cycle Gear, and Cabela’s stand as clear evidence of the power of A/B testing in the e-commerce industry.

These case studies are more than success stories. They’re blueprints you can use to achieve e-commerce excellence, just as these companies have. As you’ve peered behind the curtain of these 5 winning experiments, remember this journey is a continual process. Embracing adaptation and refinement will help you reach your goals in the end.

Ready to get started A/B testing your way to e-commerce excellence? Request your demo to get started today. 


Mike Fradkin

Mike Fradkin

Mike Fradkin is the Director of Product Marketing at SiteSpect. His experience ranges from smaller series-A startup companies to large multinational corporations such as AT&T and IBM. With a technology career that began with several customer-facing leadership roles, Mike never loses sight of the connection between technology value and the real people it can positively affect. He enjoys the challenge of identifying trends and market drivers, truly understanding the problems of customers within their specific industries, cultures, and reporting structures, and leveraging those insights to deliver more impactful results.

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