CRO & Multivariant Testing
Our UX team is responsible for carrying out A/B testing and Conversion Rate Optimization (CRO) initiatives across all of our brand sites.
My Role
I am the UX researcher leading the A/B testing initiatives, responsible for...
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managing agency partner aiding in CRO initiatives.
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creating test hypotheses and rationales for testing opportunities.
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building quarterly roadmaps for testing and testing strategies.
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providing feedback and approving designs.
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QA'ing tests before approving them to be launched.
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reviewing results and deciding on next steps.
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communicating with stakeholders on the progress, status, and results for each test, per brand.
CRO Overview at Scotts Miracle-Gro
From FY20 - Current
Testing Examples
AeroGarden
Cart
Adding icons of accepted payment methods in the cart led to a 9% lift in checkout progression rate, 15% lift in conversion rate, and an additional $77,017 in revenue in a 6 day time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $693,153 in revenue.
Variation
AeroGarden
Global - Header
Adding a countdown timer to push urgency during heavy promo times led to a 2.5% lift in conversion rate and an additional $22,000 in revenue in a 10 day time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $198,000 in revenue.
Variation
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AeroGarden
Global - Header
Moving the placement of the promo bar and modifying the UI led to an 11% lift in conversion rate, an 11% decrease in bounce rate, a 4% lift in progression rate, and an additional $12,331 in revenue in a 14 day time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $73,985 in revenue.
Control
Variation
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Scotts Program
Results Page
Condensing the layout of the product specific information for each product in the lawn plan led to a 12.5% lift in conversion rate and an additional $155,319 in revenue in a month time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $465,957 in revenue.
Control
Variation
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Greendigs
Homepage
Simplifying the homepage to focus more on products led to a 50% lift in orders and an additional $7,500 in revenue in a 4 day time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $342,188 in revenue.
Control
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Variation
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instead
Homepage
Including an educational block explaining the lawn care program on the homepage led to a 18% lift in cart additions, 11% lift in orders, and an additional $9,500 in revenue in a 3-week time frame.
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Given the seasonality of the brand, if this test was implemented for a year, the brand could gain an additional $38,000 in revenue.
Control
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Variation
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