A/B Testing • newworld.co.nz
Overview
New World is a leading supermarket brand in New Zealand, with more than 140 stores across the country, committed to offering quality food at great value to New Zealanders.
With the rapid growth of online grocery shopping, New World continuously strives to enhance its shopping experience. With a large and diverse customer base, even small changes on their website could make a significant impact.
We conducted a series of A/B testing experiments which resulted in a smoother, more intuitive shopping experience for customers and a noticeable increase in conversion rates.
Our Approach
New World was already offering a robust shopping experience, but they knew there was room to improve customer engagement and conversions online.
Through strategic A/B testing, we set out to identify changes that could enhance customer engagement and satisfaction. We explored various elements of both desktop and mobile user interfaces, testing different variations to determine what changes would have the most significant impact on user behavior.
Our A/B Test Experiment
One of the key experiments focused on improving how users interact with their previous purchases.
By making previous purchases more accessible, we aimed to help shoppers easily rediscover and buy their favorite products again, boosting their confidence in making quick purchase decisions.
Over the course of 3 months with more than 150,000+ sessions, we tested the impact of placing the "Items Bought Before" section higher up on the mobile shop page.
The Results
This experiment resulted in:
+0.41% increase in online purchases transactions on mobile devices
+$1.37 increase in revenue per mobile session, or over $3,000+ increase in daily mobile revenue
This is a demonstration that even small changes, when carefully tested, can result in meaningful improvements in user engagement and business outcomes.
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