Case Study: Marc O'Polo

When they acquired Optimizely’s software, premium clothing brand Marc O’Polo took optimization seriously. In order to maximize revenue from its online store, the company analyzed their data and realized one of their biggest issues was shopping cart abandonment. Further, they realized that the two most important entry points for visitors were two high-volume pages--the home page and the product detail page. They instituted a radical set of experiments to overhaul the website, focusing on these two areas.

On their homepage, Marc O’Polo’s optimization team experimented with 23 different variations in a period of four months (no, that’s not a typo). The winning variation resulted in a 36% lift in online orders. Analyzing their results also indicated which variations were confusing or too abstract for visitors.

Their product detail page elicited even more dramatic results. Over a period of 9 months, they experimented with 22 different variations, experimenting on nearly every element in the product page. Their winning variation resulted in a shocking 64% lift in conversions.

Marc O’Polo’s experiment results are astonishing, but they certainly wouldn’t be plausible without a disciplined approach to experimentation. Running 45 total variations in less than a year resulting in statistically significant and conclusive results couldn’t happen without an organized team and a disciplined roadmap that established a process for each experiment to iterate into the next. And while their results are remarkable, an organized experimentation team with a solid roadmap can achieve transformative results no matter what its size.