Brooks Brothers Case Study 1: Mobile Quick Links
Problem:
While the homepage provides a space for users to learn about the brand and its products offerings, there is a shortage of calls to action the users want to explore. The majority of customers only glance at the top portion of the homepage, ultimately using the main navigation menu to find what they need.
Hypothesis:
if we have quick shop links for top product categories at the top of the mobile homepage, users will navigate quickly to shoppable pages. If we are right, we should see an increase to PDP visits and add to bag.
Test Details:
Device(s): Mobile
Page: Homepage
Test Type: AB
Duration: 13 Days
Traffic Allocation:
100% of traffic - v0: 50% | v1: 50%
Component Specs:
List select product categories below main navigation
Display circular images with link text below
Product Categories have horizontal scroll function
Component is not sticky and scroll with the homepage
Experiment Specs:
Promo bar from control (v0) hidden on v1
Featured Mens / Womens component below hero hidden
Solution: Add a row of top category links with images to the mobile homepage above the fold.
v1: Men Quick Links
Problem: We want to see whether the quick links at the top of the page are more actionable and guide users to shoppable pages faster.
v0: Control
TEST OUTCOME: WINNER
WINNING VARIATION: v1
TOTAL VISITS IN TEST: 60,706
QUICK LINK CLICK RATE: 16.09%
KPI: Observed Conversion Lift +4.32%
at 61% confidence
REVENUE / LEAD IMPACT: $1,301,722
IMPACT:
Though PDP views and add to bag ended relatively flat, V1 resulted in a strong order conversion lift.
New visitors saw particularly high value in the mobile quick links as the click conversion rate was 18% and the order conversion rate for these visitors ended at +12.51% at 90% confidence.
Estimated Revenue Unlocked:
Estimated annual revenue impact is based on general audience data from March 1, 2022 – March 1, 2023, where there were 142,119 mobile transactions from homepage visitors with an average order value of $212.02.
(Visits with an order last year) 142,119 x (Observed Conversion Rate Lift) 4.32% = (Additional Annual Orders) 6,140
These totals were used as the base when we applied the observed increase to the order conversion rate during the test.
(Additional Annual Orders) 6,140 x (Average order Value) $212.02 = (Estimated revenue lift) $1,301,722