Dynamic Testing Drives 10% CTR for Frontgate
The very first Frontgate catalog was delivered in 1991 to 300,000 households. Today they’re the leading home luxury multichannel retailer with catalog, eCommerce, and brick-and-mortar operations.
Frontgate’s goal was to maximize click-through rate to individual product detail pages via personalized recommendations to drive customers further down the sales funnel and increase conversions.
The Frontgate marketing team relies on Monetate Dynamic Testing to determine the optimal placement of product recommendations on category pages (such as furniture, bedding, and décor). By working with Monetate, it’s easy to deliver an engaging and personal customer experience to Frontgate eCommerce customers.
Success with Strategy
Monetate All-In-One Action
- Dynamic Testing was used to determine the optimal placement of product recommendations on category pages.
- The Majority Fit Algorithm was used to continually explore other options and adjust content in real-time.
- Less time spent managing tests and analyzing results because the Dynamic Testing Algorithm automatically allocates traffic to the best performing split.
Frontgate achieved a faster time to ROI, as they were able to determine the best split for the time of season, even when that split changed based on shifting consumer behavior.
Dynamic Testing Used to Determine Optimal Product Placement
We determined the best placement of product recommendations on category pages resulting in:
on Product Category Pages with Dynamic Testing
Dynamic Testing quickly determined the optimal location and automatically allocated the traffic to that split.
As a result, Frontgate was able to realize a near-instant 10% click-through-rate improvement by placing product recommendations at the top of category pages.
Frontgate continued testing with the Majority Fit Algorithm to continually explore other options and adjust content in real-time. As the test progressed, the behavior of their customers changed.
As the season progressed, the split showing product recommendations at the bottom of the page became the best split and Dynamic Testing continued to deliver conversions by making the adjustment automatically without any intervention from the marketing team.
“Marketers are constantly faced with tough decisions, forcing them to run tests and make choices based on single tests or even gut instinct. Developing campaigns based on hope is not an effective strategy.”
ADAM GODFREY,
Sr. Digital Marketing & Analytics Specialist, Frontgate
Fortunately, with Dynamic Test, we can build and establish tests along the way, and make constant incremental adjustments based on how each test is running. This has been critical to the evolution of our testing program and we’ve seen extensive benefits as a result.
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