Immediate results: How we generated £2.8 million for Clarks with our first experiment alone

Prior to working with Clarks, we’d already collaborated with a number of other ecommerce brands to help build and run effective experimentation programs. As a consequence, we had access to a huge database of past experiment results that we were able to draw upon to guide our first steps with Clarks.

From this database, we knew that making changes to ‘product delivery’ options had been an effective way of influencing user behavior for some of our previous fashion and ecommerce clients. We therefore looked at ways that we could leverage this insight to drive results for Clarks.

As it turns out, Clarks have a very appealing free delivery policy for all orders over £50, but when we performed our user research, we found that many of their users were unaware of it.

Given that 77% of men’s and women’s shoes cost more than £50, we hypothesized that by bringing awareness to this free delivery policy, we would be able to positively impact the number of completed orders – our primary KPI.

In order to test this, we built a variation product and delivery page that included highlighted delivery information. We then ran these variation pages against the original versions in an A/B test.

As mentioned, Clarks had already invested a good deal of time and effort into experimentation, so the opportunities for achieving a conversion rate uplift were perceived as being scarce.

However, by combining insights from our experiment database with learnings from our user research, we were confident that the changes we made would move the needle.