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How experimentation helped Hotter Shoes delight their customers

Learn how Endless Gain and Kibo Personalization (previously Monetate) helped Hotter.com create enjoyable customer experiences and increase user conversion rates through experimentation.

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Brand Name

Hotter

Services Offered

CRO, UX and UI

Hotter are a direct-to-consumer footwear brand and one of the biggest shoe manufacturers in the UK.

They have been partners with Endless Gain and Kibo Personalization, powered by Monetate and Certona, for over 4 years. During that time, they have evolved their optimisation strategy from basic A/B testing to running hundreds of more complex experiments and personalised experiences. 

Insights from analytics, biometric research, session recordings, and customer interviews demonstrated that the product image area on the PDP wasn’t doing a great job at persuading customers to buy the products they were looking at.

Product Details Page:

PDP has been one of the focus areas for Hotter in their optimisation efforts. Over a period of 12 months, Endless Gain repeatedly optimised this area of the page, running six image-focused experiments using Kibo. 

Of those six experiments, 50% showed a higher probability of being better than their control counterparts, and were hardcoded into the website, thereby becoming the new control to be challenged. 

By continuously learning and iterating, Endless Gain were able to improve the customer experience on Hotter.com PDPs, delivering a significant improvement in add to bag and UCR.

Checkout:

Another important focus area for optimisation on Hotter.com has been the Checkout.

Over the past 12 months, Endless Gain ran multiple experiments within the funnel, optimising one element after another, supported by detailed insights from both conventional and biometric research. 

These experiments together yielded a significant improvement in UCR and RPU.

The Results: 

• Experimentation has delivered Hotter an ROI in excess of 20:1 (2019)

• Revenue up 18.5% (2019 vs 2018)

• Transactions up 24.7% (2019 vs 2018)

• UCR up 13.0% (2020 vs 2019)

 

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