All that glitters is not gold
An example of this came when the team decided to test out whether they would get better traction using a younger, Kylie Jenner (Kylie Cosmetics) style navigation technique, which would showcase Durex’s best sellers or favourites. The implementation of this actually saw a 6% decrease in revenue, leading the team to realise Durex customers preferred to shop by category, rather than by perceived best sellers or favourites. Another test they tried was a burger menu on desktop, similar to Kylie Skin, which actually saw a 7% decrease in revenue over a 2 week period. Being able to test ideas like this, and quickly change the layout or design if it’s not resonating with consumers, is one of the benefits of experimentation and learning from the failures is arguably as valuable as the tests that do work out.
Equally, when the tests have gone well, the results have proved fruitful. For instance, it was realised that the messages put out on the Durex site needed to be short and sweet, no matter the offer. There was a whopping 32% increase in product page visits and 6% increase in revenue, in just one month, when using shorter lines rather than longer brand messaging headlines. The team also found that having the offers page a different colour to the navigation, increased click throughs by 11% over a 10 day period.