The cross-channel shopping journey is both an opportunity and a challenge for retailers, making it essential to create a relevant user experience for different visitor behaviors.
High end fashion retailer Claudie Pierlot identified two specific buying journeys on its website
• Online shopping
• Online reservation of products that were then purchased in-store.
The brand wanted to test whether the CTAs provided to customers were different enough to guide them along their specific purchasing journeys – online sales or in-store reservation. It used Kameleoon to A/B test its changes.
When we wanted to improve the user journey for our visitors, Kameleoon allowed us to quickly and easily carry out A/B testing to differentiate making an online purchase from an in-store reservation. By offering visitors a CTA and a clickable link, we were able to eliminate confusion between the two actions. Clicks on “Add to cart” increased by 2%, and the number of online reservations for in-store purchase increased by 13%.