Iakoe x Summer Fridays

Test defaulting the PDP purchase option to subscription vs. one-time purchase to measure the impact on subscription adoption & revenue, overall conversion rate & subscription cancellations.

If we default the PDP purchase option to subscription instead of one-time purchase, then subscription adoption & subscription revenue will increase because customers are more likely to accept the recommended purchase path when friction is reduced & the recurring purchase option is visually prioritized.

However, because some customers may perceive the subscription selection as less intentional, we expect there may be a slight decrease in overall conversion rate or an increase in subscription cancellations. Therefore, this test aims to identify the optimal balance between subscription penetration & overall commercial efficiency.

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 collection-specific filters based on skin concern, step in your routine & skin feel on the All Skincare collection vs. universal filters to measure the impact on product discovery, engagement, product clicks & conversion rate.

Introducing collection-specific filters based on “skin concern, step in your routine & skin feel” on the All Skincare collection, rather than using a universal filtering system across all collection pages, will align product discovery with how customers naturally shop for skincare, making the collection easier & more intuitive to browse.

As a result, users will be able to find products that match their skincare needs & preferences faster, driving increased engagement, product clicks & conversion rate.

This test drove an uplift of +12% in product engagement, +9% in product clicks & +7% in conversion rate.

Test adding benefit icons highlighting key product USPs & benefits on the PDP to measure the impact on content scannability, product understanding & conversion rate.

If we introduce benefit icons on the PDP to visually highlight key product USPs & product benefits, customers will be able to quickly understand what makes each product unique & how it addresses their specific skin needs, improving content scannability & reducing the effort required to evaluate products.

As a result, we expect customers to make more informed purchase decisions with greater confidence, reducing purchase hesitation & driving an increase in conversion rate.

This test drove an uplift of +11% in product benefit engagement, +8% in add-to-cart rate & +6% in conversion rate.

Test adding a “Good For, Feels Like & Smells Like” content block to the Lip Butter Balm PDP to measure the impact on product understanding, purchase confidence & conversion rate.

If we introduce a “Good For, Feels Like & Smells Like” content block on the Lip Butter Balm PDP, customers will be able to quickly understand the product’s key benefits, texture & scent, helping them better visualise the product experience before purchasing.

By clearly communicating these attributes in an easy-to-scan format, we expect to reduce uncertainty, improve product understanding & increase purchase confidence, ultimately driving an uplift in conversion rate.

This test drove an uplift of +12% in product content engagement, +9% in add-to-cart rate & +7% in conversion rate.