Spreadshirt is an online store that lets customers upload their own graphic designs that they can sell on shirts, totes, and other accessories. When they hired a new creative director, Do Kil, they asked her to spearhead a complete rebrand of the website. Their ultimate objective was to not only facelift the brand’s online presence, but also to refresh their message.
In order to accomplish this tall order, Kil ran a number of experiments. She simplified the high-impact areas of their homepage, like the “Start Selling” call-to-action, so she could increase user engagement that would hopefully prompt more people to respond by either buying or uploading their own work.
Her efforts were a huge success. In the experiment where she significantly pared down the “Start Selling” CTA and made it as clear and prominent as possible, the simplified variation saw an amazing 606% increase in clicks. The experiment also resulted in a 4% increase in orders.
With her directive and efforts, Kil likely worked smart by preparing her site in advance for experimentation. By setting up key features and leveraging page and audiences as a template for further experimentation early on, she’d be able to save time and effort in the long run when she set up future experiments. This is especially effective when working on iterative versions of a redesign like Kil was attempting. Take some time now and save time later on by learning how to effectively prepare your website for experimentation!