Iakoe x Ring Concierge

Test preselecting subscription as the default purchase option on the PDP, rather than one-time purchase, to encourage recurring purchases, increase subscription adoption & revenue, while measuring the impact on overall conversion rate & subscription cancellations.

If we preselect subscription as the default purchase option on the PDP, customers will be more likely to consider & select a recurring purchase over a one-time purchase, making subscription adoption a more seamless part of the shopping experience.

By reducing the steps required to subscribe & visually prioritizing the recurring purchase option, we expect to increase subscription adoption & subscription revenue. However, we anticipate a potential trade-off in overall conversion rate & subscription cancellations if customers feel less in control of their purchase selection. Ultimately, this test aims to identify the optimal balance between driving subscription growth & maintaining overall commercial performance.

This test drove an uplift of +18.5% in subscription adoption & +14.2% in subscription revenue, with a −1.2% impact on overall conversion rate & +3.5% increase in subscription cancellations.

Test introducing video content on the PDP to improve product understanding, build purchase confidence & measure the impact on add-to-bag rate & overall conversion rate, while evaluating its potential for wider use across the site.

If we introduce video content on the PDP, customers will be able to better understand the product, see its key features in action & gain a clearer sense of how it looks, feels & performs before making a purchase.

By providing a more engaging & informative product experience, we expect to reduce uncertainty, build trust & strengthen purchase confidence, ultimately driving an uplift in product engagement, add-to-bag rate & overall conversion rate.

This test drove an uplift of +23% in conversion rate & +17% in revenue per visitor.

Test multiple variations of value proposition messaging, UX improvements & design enhancements across PDPs to improve product understanding, streamline the shopping experience & measure the impact on user engagement, add-to-bag rate & overall conversion rate.

If we optimize value proposition messaging, improve the UX & enhance key design elements across PDPs, customers will be able to better understand the product’s unique benefits, navigate the page more intuitively & make more informed purchase decisions.

By clearly communicating product value, reducing friction throughout the shopping experience & creating a more engaging page layout, we expect to build purchase confidence, encourage greater interaction with key product information & streamline the path to purchase, ultimately driving an uplift in product engagement, add-to-bag rate & overall conversion rate.

This test drove an uplift of +8% in conversion rate & +9% in revenue per visitor.