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An e-commerce client was able to increase revenue 13% by adding increased quantities of an item to the cart during a promotion.

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Full Transcript:

Erin McElwee: Okay, cool.

So this is an e-commerce client that sells various products within the apparel and shoes section/sector.

So what we did was add – on the socks and underwear categories – add in a selector for quantity in the increments of one, three and five.

And the client has an existing or had an existing mix and match bundle promotion.

So basically, the more you bought, the bigger the discount.

This was visible, the promotion was available, and visible on the PDP in the control and the variant.

So we were just adding this quantity selector.

In the control, if a user selected a size and added to cart, it would default to adding one item to their cart.

And in the variation the default selector was one pair.

So our hypothesis here is that by adding the quantity selector, users were going to become more aware of the discount promotion due to that incremental increase in the selectors and would increase add to cart of the sock and underwear product categories.

And we were measuring add to cart, and then our secondaries were revenue purchases and AOV.

Drew Seman: Was there any way that people saw the discount?

Like when how would people like see the discount that it got cheaper or whatever as they added more?

Erin McElwee: Yeah, so this was the only way they saw it with the only messaging was this black box down here.

Due to scope, we did not actually change the price on the PDP if they engaged with this.

So there was really no way to see the discounted price, but they did have to just kind of make that assumption based off of this messaging and messaging that was also found on the collection page.

Drew Seman: Did people – and so the metric was add to the metric, add to cart?

So like how many pairs in carts or something like that.

Erin McElwee: So it was unique add to cart.

So we were just looking to increase the add to cart rate.

Just because it was e-commerce, we had that micro metric, but we did track revenue, AOV and conversion rate as well.

Zeinoun Kawwass: And then you mentioned this was done on the only on like socks and underwear?

Erin McElwee: Correct.

Zeinoun Kawwass: So when you track those metrics for AOV and revenue, etc., was it only for socks and underwear?

Erin McElwee: It was anyone that was included – included in the test.

Zeinoun Kawwass: Okay. Got it.

Drew Seman: There really was no way in this one to pick multiple pairs?

Erin McElwee: Not unless you selected hit add to cart multiple times.

Drew Seman: Okay.

All right.

Like, based on that fact, I’m going to pick the V1, and I feel like if there is a dropdown of multiple, it might be better, but that’s speculative, obviously.

Zeinoun Kawwass: All right, cool.

Well, let’s open it up to voting, then.

Hmm, interesting results.

Let’s see, the actual…

Erin McElwee: So the actual result was V1 was an overwhelming winner.

Add to carts were increased 14% with 100% PPP.

Purchases were up 6.8%, revenue 12.82%, and AOV increased 5.6%.

Drew Seman: Is it, so – is this something that they’re able to apply to other product lines then, Erin?

I mean, obviously, to Jamie’s point, probably not if they are selling shoes or something, but something closer to socks.

Erin McElwee: Yeah.

So they actually have an interest in testing this out on shirts, so more of their basic shirt bundles.

They don’t have bundled proper bundles right now, but they want to kind of fake it in the same way that we did here.

Drew Seman: …shirts or whatever.

Erin McElwee: Yeah. Yeah, exactly.

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