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Case Study

Shining a Light on the Power of A/B Testing

Posted on:

March 10, 2023

If a brand achieves a large enough presence, consistency of content becomes a global concern. But sometimes, content that works well in one part of the world might fall short in another.

BACKGROUND

In a world where more and more consumers are starting their online product searches on Amazon, the importance of Amazon-specific enhanced content is beyond dispute. But the world is a big place. For global brands seeking to expand their U.S. eCommerce presence, some additional testing may be necessary.

CHALLENGE

A leading global shaving brand needed help educating U.S. consumers about the benefits of its two Intense Pulsed Light (IPL) hair-removal products, which were performing much better in European markets. The company turned to Compass Marketing.

APPROACH

Our team worked closely with the client to develop enhanced eCommerce content with U.S. shoppers in mind. This included educational material to better explain IPL technology as well as imagery that reflected greater diversity of skin tones. We then A/B tested the new content against the existing global content for a period of eight weeks to determine which resonated more with U.S. consumers.

RESULTS

As it turned out, the new content had a sharper edge here in America. In fact, one test gave the U.S. content a 92% probability of performing better than the global content. The Compass-created enhanced content was then applied to both IPL products.

INSIGHTS

Global brand standards definitely have their place as far as consistency is concerned, but they can easily lead to excessive rigidity. When these situations arise, Compass can help craft a more geographically specific approach and confirm its effectiveness through the appropriate testing, all with razor-like precision.

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