Musto Doubles Website Conversions Through Expert Testing and Product Recommendations

In 1964, British engineer and avid sailor Keith Musto discovered a need for apparel that is enhanced for performance. The UK retailer is not merely a clothing line, but a hub of innnovation that fashions outerwear for enthusiasts and professional athletes alike.

For Musto, surfacing the right product recommendation is paramount, as sailing is not a one-size-fits-all sport. Not only were the Musto team looking to serve their loyal customers the most relevant and well-timed content, but they were also looking for ways to optimize their conversion rate.

Musto’s team leveraged Monetate A/B/n Testing and Monetate Product Recommendations to help them achieve their broader mission of expanding their global reach. They also wanted to bring greater visibility to their wide range of technical clothing and sailing gear.

Success with Strategy

Monetate All-In-One Action

  • Increased the number of returning shoppers across mobile by creating an enhanced browsing experience.
  • Reduced the bounce rate on the homepage by deploying a more effective product recommendations strategy.
  • Boosted Average Order Value (AOV) and conversions by designing a cohesive customer journey.

With Monetate as a strategic partner, Musto was able to sail forward confidently to meeting these objectives.

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Helping Customers Choose the Right Sailing Gear

Through A/B/n testing and product recommendations with Monetate Personalization, Musto achieved:

Lift in Website Conversions (2% to 4%)
Increase in ATC on Mobile
Increase in AOV

Musto improves site navigation and tests impacts of imagery on conversion

Musto ran an experiment to see if placing a tab navigation on the mobile app would lessen user fatigue and facilitate an effortless path to purchase for new shoppers. This tab navigation resulted in a +13.9% lift in ATC.

Shoppers who interacted with the navigation bar also had a much higher conversion rate – a whopping +83%. Conversions for returning shoppers also saw a boost of +4.7%, as they were the ones interacting with the tab the most.

“Monetate makes it easy for me to conduct A/B testing that supports our personalization initiatives and helps us achieve our KPIs.”


Digital Content Coordinator

Musto Achieves +200% Uplift in CVR Leveraging Model Imagery on Product Pages

In this Monetate Success Story video, Digital Content Coordinator Annabelle Gray describes how Musto achieved a +200% boost in CVR by testing the types of imagery used on product pages.

Capturing attention of new shoppers through recommending popular items

Musto’s team placed products with the highest reviews in prominent positions to demonstrate the quality of the brand for new audiences, which had an impact on the ATC rate.

Musto also leveraged Monetate Product Recommendations to increase the AOV of its waterproof line. They inserted a product recommendations container with four of the most popular accessories in the line, and tested whether the container being below the product description would raise visibility towards the waterproof line.

This strategy was effective for Musto, who saw a +10.7% increase in AOV as a result. They also saw a +13.6% boost in revenue per session.

“Monetate is one of the easiest segmentation tools that I have used. I can come up with an idea or theory, and within a day, we can perform tests live and get results back rather quickly.”


UX & Testing Manager

Product Recommendations Results in Smooth Sailing for Musto Customers

In this Monetate Success Story video, UX & Testing Manager Matt Bloska describes how Monetate Product Recommendations make it easy for Musto to recommend the right outdoor gear to customers.