Koolaburra.com | A/B Test | Guided Selling Personalization

I tested guided selling personalization principals in Koolaburra's homepage hero. With intent audiences setup in dynamic yield testing software, I was able to target the A/B test based on user behaviors.

High & Medium intent users, which we have bucketed together, are most likely familiar with the brand, may be loyalty users, could have recently viewed products to recommend and may have items in the cart.

Low intent users may be familiar with the brand and category offerings, and are used to shopping by gender and age.

Unknown intent users may not be familiar with the brand or brand values. They may not be familiar with product categories and may need social proof to continue their exploratory journey. A product finder quiz helps unknown intent users explore and find something they will like in their budget.

I reported on click through rate as the primary KPI because the homepage hero is typically top of funnel / early in a user's journey. Additionally, I looked at secondary KPIs of purchases, revenue, and average order value.