The Challenge

This leading furniture retailer has prioritized increasing onsite engagement and revenue through creating the most relevant shopper experiences. They decided to a/b test their current add-to-cart and email recommendations vendor against Reflektion to see if Reflektion could increase CTR, page traffic, conversions and revenue

SPOILER ALERT:
Reflektion dramatically outperforms Salesforce Commerce Cloud.
Jump to the bottom to see the results!

Test Definition & Measurement

Email Product Recommendations

Email Product Recommendations were tested through three email sends of up to 250,000 contacts each. Reflektion tuned its recipe specifically for the special needs of this digital furniture retailer.  This strategy for email considered factors such as the shopper’s purchase history, recently viewed items, product margin, and popular co-bought items to present shoppers with the most relevant products for their shopping journey. For purposes of the email test, Revenue Per Visit, Visits and Conversion Rate were the KPIs tracked. Revenue results excluded products that were outside of a defined price band to keep anomalies to a minimum and ensure data integrity. Testing results were measured using specialized Adobe Analytics reports.

Shopping Cart Recommendations

Shopping Cart Recommendations are shown to the shopper at the time a he/she adds a product to their cart. The furniture retailer presents additional product recommendations for the shopper to consider before checking out. This is the highest converting widget on the site. For this test, the “Add To Cart” widget was tested in a 50/50 traffic split between the Reflektion experience and Salesforce Commerce Cloud.

Reflektion tuned its specialized Neural Networks recipe specifically for the special needs of the digital furniture retailer.  This strategy considers shopping history and recently viewed items, as well as the preferences of the crowd that has displayed similar product interests. Given the dimensions of the furniture retailer’s digital catalog and product line, the specific KPIs measured for the test were Revenue Per Visit and Conversion Rate. This enabled the retailer to encourage the promotion of high margin, high converting items such as sectional sofas versus low margin, high converting items such as furniture polish. Test duration was planned for four weeks, however, statistical significance was reached within the first two weeks. Testing results were measured using specialized Adobe Analytics reports.

Results

In both the email and cart recommendations, Reflektion dramatically outperformed Salesforce Commerce Cloud.
Reflektion email recommendations resulted in:
  • 60% increase in CTR
  • 15% increase in conversion rate
  • 43% increase in revenue per entry
In testing Cart Recommendations, Reflektion resulted in:
  • 8% increase in CTR
  • 37% increase conversion rate
  • 43% increase in revenue per entry

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