**The Enhanced Content A/B Testing Pilot Program formally concluded in August 2023. Syndigo’s innovation team thanks all partners who submitted interest and participated in this research opportunity. The A/B Testing feature will no longer be in beta starting Q4 2023.**
Syndigo A/B Testing Pilot Program: By the Numbers
- Over 30 companies participated in the pilot study, representing a diverse and broad spectrum of organization sizes and industries.
- In a 4-month time period, A/B testing took place:
- Across 250 unique products,
- on 570 URLs,
- spanning 50 retailer websites in the Syndigo network.
- Approximately 490k unique shoppers were qualified into active experiments, being sorted into either cohort A or B.
- 35k conversions were recorded across all A/B tests, representing $5.3 million in revenue.
Case Study: “Which is more effective in driving conversions: A limited set of widgets or a dynamic iFrame showcasing our brand’s iconic web content?”
Background: One of the world’s largest multinational technology brands partnered with Syndigo to perform A/B testing to measure the efficacy of using the dynamically resizing iFrame widget to present their best-in-class web assets. The goal of this study was to determine the future of their broader content strategy across Syndigo’s extensive retailer network.
Hypothesis: The industry-leading designs found on their dot-com and across other marketing channels are more effective in driving shoppers to purchase than a subset of their available assets presented in feature set widgets. In other words, is it worth the development effort to customize existing web content for presentation in an iFrame?
Approach: One content version consisted solely of an iFrame, configured such that the iFrame would automatically resize to the full height of the original web content when loaded on the product pages. The other content version consisted of a single widget or a limited set of widgets, representing only a portion of the marketing assets found in the iFrame web content.
Summary:
- The experiment was configured to run until the Syndigo algorithm calculated statistical significance, resulting in the conclusion of the A/B test after 90 days.
- One product was selected for testing.
- The A/B test went active across 36 total product pages on two retailer websites - one English language, and the other a French language site.
- By the conclusion of the test, 3695 unique shoppers were qualified into either cohort A or B.
- Over 200 conversions were observed during the course of this experiment.
Result: The iFrame containing their award-winning marketing designs vastly outperformed the limited-asset version, with a consistent and reproduceable conversion rate difference observed between the cohort of shoppers who saw version A versus B. The Syndigo algorithm determined the experiment reached statistical significance, calculating a 98% probability that the iFrame content version would always outperform the alternative content.
Using the standard formula for calculating conversion rate lift (treatment conversion rate minus control conversion rate, divided by control conversion rate), our innovation partner was able to derive a conversion rate lift of approximately 28% attributable to the shoppers who viewed the iFrame as compared to the more limited set of marketing assets.
Data-driven decisions based on these results: A conversion rate lift of over 28% serves as the justification required to implement a sweeping measure to ensure that, with each new product launch, web content is adjusted and packaged for utilization in Syndigo’s dynamically resizing iFrame widget.
Learn More About How to use A/B Testing Today!
The A/B testing solution is now available to be purchased by all enhanced content subscribers today. Find out more by contacting a member of your Syndigo team or submit an inquiry at syndigo.com/support.
